Post on 29-Jan-2018
Sense Check | LiteCastle Lager “Superfans” Case Study
Link: https://www.youtube.com/watch?v=V6GWqRgK5DY
Castle Lager “Superfan” Television execution
Terminology explained
Terminology explained
Brand RecallAssesses the likelihood that a consumer would remember the
brand (for better or worse) after seeing this execution
Storytelling Score Assesses how well the execution tells a story
Copywriting Score Assesses how well the execution is writen
Visual ScoreAssesses how strong the visual aspects of the execution are
(quality, colours, scenery)
Purchase Intent Assesses the likelihood that a consumer would purchase the
product after seeing the advert
Product RecommendationAssesses the likelihood of a consumer recommending the
product to a friend or colleague after seeing the advert
Viral Potential Score Assesses the likelihood of this execution going viral
LeapScore
A proprietary measure developed by Springleap, that is an
expression of all the Springleap measures in a singular
number. One needs to look at the “actionable insights” in order
to increase this score – which in turn will make the execution
stronger (creatively speaking).
Executive Summary
Top Box*
75%-100%
50%-74%
0%-49%
*Brand Recall
Storytelling
Copywriting
Visual
Purchase Intent
Product Recommendation
Viral Potential
Summary on measures
Media Mix Suggestion
Digital (43%) and Out of Home (38%)
Strongest Score Weakest Score
Brand Recall Viral Potential
*Note: Significance testing is unavailable until norms have been created. “Traffic lights” have been used to illustrate
strengths and weaknesses based on percentages.
LeapScore: 3.58*
Executive Summary
• Consumers are very likely to remember Castle after seeing this advert
• The advert did a very good job in creating a story
• The copywriting is perceived as average
• The visual aspects of the ad are very strong
• Consumers are likely to purchase Castle after seeing this advert –at an
average level however
• Consumers are likely to recommend Castle to a friend or colleague after
seeing this advert – but not at high levels
• This video has little potential to go viral
• When looking at other media channels this campaign would do well on,
Online (43%) is most recommended, followed by Out of Home (38%)
Executive Summary
• The main message is clear, and linked to the payoff line:
“It all comes together with a Castle”.
• The advert is trying to create a sense of camaraderie and national
pride, which it did achieve to some extent…
• Mostly positive feelings are associated with the ad, particularly linked
to “South African-ness”, patriotism and pride.
• The visual aspects, art direction, storyline, familiarity of celebrities
and languages spoken, as well as the intended humour, works well in
this advert.
• The copywriting, pace, authenticity, CGI, unrealism and acting are not
working well
• The solution is to make the big idea behind the ad stronger, whilst the
execution needs to be simplified, along with better editing,
copywriting and acting (directing)
The results in more detail
Who did we speak to?
Male 38%
Female62%
Gender
DBN4%
CPT65%
JHB31%
City
Copywriter22%
Film Producer7%
Graphic Designer15%
Creative Director22%
Art Director11%
Animator4%
Video Editor4%
Photographer4%
Head of Social Media
4%Other
7%
Job Title
Consumers are very likely to remember Castle after seeing this advert
After seeing the ad, how likely do you think consumers are to remember the brand in the advertisement?
Statistic Value
Min Value 1
Max Value 5
Mean 4.18
Variance 0.82
Standard Deviation 0.91
Very Unlikely; 5%Unlikely; 0%
Undecided; 5%
Likely; 54%
Very Likely; 36%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
TOP BOX: 90%
The advert did a very good job in creating a story
How good of a job did the ad do in creating a story?
Statistic Value
Min Value 2
Max Value 5
Mean 3.82
Variance 0.82
Standard Deviation 0.91
No Story; 0%
Some Story; 14%
Undecided; 9%
Strong Story; 59%
Great Story; 18%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
TOP BOX: 77%
The copywriting is perceived as average
How strong was the copy-writing?
Statistic Value
Min Value 2
Max Value 5
Mean 3.32
Variance 0.89
Standard Deviation 0.95
Very Weak; 0%
Weak; 27%
Undecided; 18%
Strong; 50%
Very Strong; 5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
TOP BOX: 55%
The visual aspects of the ad are very strong
How strong were the visual aspects of the advertisement (quality, colours, scenery)?
Statistic Value
Min Value 3
Max Value 5
Mean 4.05
Variance 0.43
Standard Deviation 0.65
Very Weak; 0%
Weak; 0%
Undecided; 18%
Strong; 59%
Very Strong; 23%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
TOP BOX: 82%
Consumers are likely to purchase Castle after seeing this advert –at an average level however
After watching this ad, how likely are consumers to purchase this product?
Statistic Value
Min Value 2
Max Value 5
Mean 3.64
Variance 0.43
Standard Deviation 0.66
Very Unlikely; 0%
Unlikely; 5%
Undecided; 32%
Likely; 59%
Very Likely; 5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
TOP BOX: 64%
Consumers are likely to recommend Castle to a friend or colleague after seeing this advert – but not at high levels
After watching this ad, how likely are consumers to recommend this product to a friend or colleague?
Statistic Value
Min Value 2
Max Value 5
Mean 3.23
Variance 0.95
Standard Deviation 0.97
Very Unlikely; 0%
Unlikely; 27%
Undecided; 32%
Likely; 32%
Very Likely; 9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
TOP BOX: 41%
This video has little potential to go viral
To what degree does this video have the potential to go viral?
Statistic Value
Min Value 1
Max Value 5
Mean 2.82
Variance 1.30
Standard Deviation 1.14
Very Unlikely; 9%
Unlikely; 41%
Undecided; 14%
Likely; 32%
Very Likely; 5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
TOP BOX: 37%
When looking at other media channels this campaign would do well on, Online (43%) is most recommended, followed by Out of Home (38%)
What other media channels would this campaign do well on?
Radio5%
Print14%
Out of Home38%
Online43%
The main message is clear, and linked to the payoff line: “It all comes together with a Castle”. The secondary messages are:
What do you think the main message of the ad was?
South Africa coming together through
sport and our national teams.
Regardless of the
circumstances or how you
got there, every situation
and adventure is great if
it ends in a cold beer with
your mates.
How Castle Larger, like sports in
a South African context, can be
a means to unite diverse people.
Showcasing Castles sports
sponsorship through a feel
good ad where the superfans,
who always make it to every
match, have the favour
returned to them by the very
players they love.
Castle supports the superfan...
Buy castle lager, get
behind our national
sports teams and
support the brand
and lifestyle.
A town coming together to help
someone out
The Castle Lager is a big
supporter of South African Sport
If you consume this drink
things will go your way.
Do what it takes to get to
the game and enjoy a
Castle with everyone.
Castle drinkers are one big,
happy family who love sport
and will do anything to support
their national teams
That Castle brings people
together no matter their
backgrounds, race,
geographic location or even
their sport affiliation.
That Castle brings people
together no matter their
backgrounds, race,
geographic location or even
their sport affiliation.
The advert is trying to create a sense of camaraderie and national pride, which it did achieve to some extent…
What do you think the ad was trying to achieve? Did it achieve it?
Linking the beers strong
association with sport and fans
with beer drinkers. Yes it did.
Sport and Castle brings
a nation togetherThe camaraderie that
Castle creates.
Create a sense of
camaraderie, "South
African-ness" and
lighthearted humour
which viewers would
associate with the
brand. Achieved to an
extent.
A sense of national pride, by
featuring players from our three
main national sports (cricket,
rugby & soccer). I think it did
well to play on nostalgia as the
advert referenced iconic movies
such as 'The Gods Must be Crazy'
& the Leon Schuster style. I
think it did a great job of
achieving it's goals and I will
definitely be recommending it
to friends.
The ad wanted to show
how Castle supports
superfans and that it
does so by making
things 'all come
together'. I don't think
it achieves this because
it's a 2 part message.
Although I think it was perhaps
too long, I think it did a good
job of playing on the emotions
of 'ordinary' South Africans by
including a travel element and
a good friends/good times
approach. I think it successfully
achieves the stirring of emotion
which would lead most to feel
closer to the brand and
product.
Positioning Castle with the
rugby games and the lifestyle
around being a supporter. If
this was the message then it
was achieved however the ad
may have been too long or
not enough punch in it. The
guys arriving at the plane was
the only excitement and I felt
like you spent too much time
waiting to see what would
happen.
Trying to show
spirit of Ubuntu
- Yes
The ad seems to be a sincere attempt to strengthen the brand by focusing
on the fans. The TVC is designed to appeal to the widest possible audience
with good old Rainbow Nation clichés, Schusteresque slapstick and cameos
from sports celebs. I don't think it is a particularly good ad, but it looks
expensive and it will definitely appeal to the target market.
Mostly positive feelings are associated with the ad, particularly linked to “South African-ness”, patriotism and pride.
What metaphors, synonyms and/or feelings do you associate this execution with and why?
Contrived, silly at times, irresponsible. On
some level everything beer drinkers are
sometimes so in that regard it's spot on.
Patriotism, fun, friendship, mateship. Guys
looking out for each other.
Friendship, adventure, happy-go-lucky,
optimism The characters take each speed
bump as it comes with enthusiasm.
In terms of feelings I associate this
execution with a a feel good movie
aesthetic & happy ending formula.
Bit's of comedy are used well to
deliver the messages and story. As
mentioned there were a lot of
similarities to iconic South African
music and the obviously the ad was
aimed at appealing to our national
pride through sport & sports stars.
Epic feeling - big adventure/trip
overcoming obstacles to achieve
final goal/destination Feel-good
story of friendship and possibilities
- archetypal and recognizable
memorable and funnyThis advert makes me
thirsty. I get quite
annoyed with how false
and intentionally staged
it seems as well.
It's fun. It's on brand for Castle.
It's quite typical of the category
but not in a bad way.
Fun. Excitement. Enjoyment.
National pride, sportmanship,
camaraderie. Symbolism,
imagery all plays into those
feelings.
There is tons of national
symbolism throughout the
ad. As mentioned before, I
think the ad links feelings of
national unity and good times
with the consumption of the
product.It had a sense of anticipation
and excitement. The colour
and tone felt energetic and
made you want to be a part
of that experience.
If you are afraid of
something doing it together
will pull you through. Much
like having beers together. It
gives a solution to fear.
Don't be a spoil
sport, the guy that's
too scared to jump
out the plane. Fun
and energetic.
Patriotism, pride, dedication, support -
it's clearly aimed a fans and aims to
leverage their dedication to their team,
connecting the brand with those feelings
Which metaphors? Which
synonyms? This ad wears its
heart on its sleeve and that
heart is filled with woozy,
selective focus sentiment
The visual aspects, art direction, storyline, familiarity of celebrities and languages spoken, as well as the intended humour, works well in this advert.
What is working well in this advert?
The pace of the
ad is great. The
tension in the
final scene is
cool too.
Journey of consumer or sports fan
and sports stars working together
to achieve the same goal.
Visually you can spot it's a Castle
ad a mile away
The attention to detail in the
storyline. Small, quirky nuances.
Colour grading and art direction
are very nice
Mixing the languages of the different
cultures. Makes it more familiar.
The comedy and story are strong
and have a wide appeal to a wide
demographic and audience.Familiar relatable characters clear and easy to
understand storyline humour nice feeling of
nation-building and togetherness toward the end
The excitement created with the action like
sequences and the dry space making me
empathise with the main guys. The inclusion of
AB De Villiers and other famous sports people is
also effective in showing a strong brand image.
This shows popularity.
The visuals, the production
values and the performances.
I think the art direction, storyline, casting
and overall production value is of a very
high standard, meaning that the ad
overall comes over as high quality.
I think the art
direction,
storyline, casting
and overall
production value is
of a very high
standard, meaning
that the ad overall
comes over as high
quality.
The visual treatment and music is
vibrant and appealing. The scene
when the guys arrive at the plane
is pleasantly unexpected. Product
logos and placement on the sports
field banners is a nice touch.
The storyline, the famous sportmen and the
proudly South African feeling.
All the well known faces. The
togetherness and friendship.
Sports celebrities in a humorous context
where you don't normally see them. The
storyline is positive and would be relatable
for many South Africans. Its nicely shot.
Colour, shooting, some
of the basic comedy. It's
a visually rich element
with a few surprises.
The copywriting, pace, authenticity, CGI, unrealism and acting are not working well.
What is not working in this advert?
Some of the dialogue.
Either the copy is
weak, the delivery
from the actors or the
direction of the actors.
It is a bit long.
Editing a bit slow.
The ending is a bit
"addy".
Pacing in the first
sequence drags a
fair bit, should
have been edited
tighter
One slightly confusing part
was that the police officer
was actually helping them -
I think that could've been a
bit clearer.
Some of the comped-
in scenes don't look
"real" enough.
some of the lines in
the car could be
funnier
The falseness of the
relationships and
some overacting is
what doesn't
necessarily work
Not sure what he's saying to
the crowd before they all
start cheering. Not a deal
breaker though.
The message is a bit
convoluted. It's a
fun story, but it's
not clear what the
takeout should be.
Seems forced and trying to
appeal to everyone -
unsuccessfully - works well as
a long execution - not a 30"
I think some bits of the copy are
cheesy and some of the acting
is sub-par. I also find the
intense use of national symbols
a bit tiring throughout the ad.
The story feels flat in the beginning and at the
end. Perhaps slightly unoriginal in these scenes. It
felt a little too long. Although the visual treatment
is beautiful, there is a lot happening in some of
the scenes, and I struggled a little to absorb some
of the atmosphere because it felt too busy
The production value, especially some scenes-
jumping out a plane lets the advert down, as it
doesn't look real. Its also super long winded.
The effects on the men jumping out of the plane. I
feel it looks a bit fake.
I feel the script could be better. I also think
the grading could be better. The yellowness of
the opening shots could be more juxtaposed
with the colourfulness of the stadium.
I would've like too see the sport
stars talk more and some of
their acting is a bit off. Also
more variety of languages.
I didn't connect with the Superfans, at all. They're all
potentially engaging but they disappear into the scenery. The
edit and music are very middle-of-the-road. And there are a
couple of so-so CG shots that were meant to be awesome but
fall a bit short because they were probably rushed.
I have seen the cut-down
version of this ad and didn't
find it as entertaining. I
wasn't sure if a Superfan
was something created just
for this ad or if it also ties
into a Superfan competition
that Castle is running at
the moment. I think some
of the moments in the story
could have been slightly
more original.
Music, video editing,
copywriting, celebrities. It
seems disjointed - almost
like many ads made into on
concept. The celebrities/
players aren't really
leveraged well. There's such
depth and character, they
should play a bigger role.
The supporting actors
(police officer; etc) add
more. And the music, while
popular and catchy, seems
like a last minute add on.
The solution is to make the big idea behind the ad stronger, whilst the execution needs to be simplified, along with better editing, copywriting and acting (directing)
Looking at what is not working, what recommendations do you give to make this execution a great one?
The "super fan" idea is strong, it's
simply that the idea could shine
much brighter than it does in this
ad. Leverage the players/
celebrities better. Drive the
message home better.
Relook the
dialogue, look at
other takes to
find better line
delivery.
Would add a few more golden
nuggets which would trigger
humour, like the old guy sipping
on his beer at the 1st location.
A more humorous ending.
Relook at the edit
of the opening
sequence. There
isn't really that
much dialogue
needed, it kills the
mood a bit
If the police officer had a straight face and
then smiled/laughed that would have made
that aspect a bit clearer.
The scene at the end when they
"cheers" the two Castle bottles looks
like it was added into the shot
afterwards, I think this should of
been one shot. The scene with them
jumping out of the plane (falling)
could of been better produced.
Think that there should be a more
down to earth advert for this product
that includes women as well.
Being single-minded in the
messaging. Ads should say 1
thing, brilliantly.
Simplify the execution. Too
much happening, distracting. For me personally, I see it as
distasteful to link national pride and
professional sports men and women
with the consumption of beer. I
think a storyline that exists outside
of a framework based on national
pride could also convey a good
time/good friends feeling, and
promote the brand just as well.
A shorter advert. Perhaps there are a
few unnecessary scenes/frames.
Dont complicate the scene with too
much happening visually. The acting
in the very start should feel a little
more natural.
Better remastering
of the effect.
Jumping out a plane, the
SFX should be checked out
Maybe a joke or two. Even just
physically from an acting point
of view. I would saturate the
grade a bit. The skydiving shot
is a bit fake.
More talking from the sport
stars, more language variety,
sharpen some of the acting.
Tighten up the edit, fix the CG
and focus more on the Superfans.
More original moments in the story that aren't too cliché. Clarifying whether
they just call themselves Superfans or if i too can be a Superfan by winning
something sports related with Castle. Have the ad involve the public
somehow by sharing their ultimate fan stories or by giving away the ultimate
fan experience. An element like this can help it live in digital and radio.
Cut it down to a minute.
Consider punch lines for the
players/celebs (phrases that
people will repeat and that will
drive cultural relevance).
Rework the soundtrack. Cutting
the ad down significantly will,
alone, help a lot.
Remon Geyser
Research Lead
(o) +27 (0) 11 718 2820
(m) +27 (0) 73 079 9941
remon@springleap.com
1st Floor (Inside Clearwater), Media Mill Building,
7 Quince Street, Millpark, Johannesburg 2192