SABC-SAFA SIYANQOBA CAMPAIGN “OPERATION OUAGADOUGOU” BAFANA BAFANA

1. SABC-SAFA SIYANQOBA CAMPAIGN “OPERATION OUAGADOUGOU” BAFANA BAFANA

2. THEME “46 MILLION FANS – ONE TEAM” FOR THE LOVE OF THE GAME Page 1

3. BACKGROUND • SABC is the exclusive broadcast partner of SAFA • SABC SPORT is the number one supporter and broadcast partner for all Bafana Bafana games and has been instrumental in bringing to millions of South Africans the glory and pain of the national team for the last decade. • As host of the 2010 FIFA World Cup Finals, South Africa will have the opportunity to display its human and intellectual capital. • SABC Sport intends to be at the centre of broadcasting the event. • Bafana Bafana are gunning for one of the fifteen places at the Egypt 2006 MTN African Cup of Nation Finals. . Page 2

4. PHASE 1 OUTCOMES • Creating hype and excitement throughout the country to support Bafana Bafana • Build awareness for viewership and listenership for Egypt 2006 MTN African Cup of Nations and Germany 2006 FIFA World Cup Finals. • Enhancing relationship with our strategic stakeholders, e.g. Sponsors, Communities, SAFA, PSL, Sponsors, Municipalities etc. • Bringing the SABC Sport brand closer to the people. Page 5

5. STRATEGY • Launching a national road-show to galvanize support for Bafana Bafana in the run-up to their crucial Germany 2006 FIFA World Cup Qualifier in Burkina Faso. • Using the Group Chief Executive Officer as the Champion of the campaign. • Launch a complimentary on-air and branding campaign. • Engaging strategic stakeholders and partners as part of the campaign Page 6

6. PILLARS • SABC Sport branded open double-decker bus. - Navigate through communities in selected provinces • The GCEO as the Champion for the campaign launch. - Mobilising support for the campaign throughout its duration, • Identified ambassadors to amplify support for the campaign. - Prominent personalities such as, TV and Radio personalities, sport icons, artists and others. 4) On-air promos and competitions. Page 7

7. IMPLEMENTATION PLAN • SABC Sport branded open double-decker bus. • Navigate through communities in selected provinces. • Engage the ambassadors. • Promotional activities and give-aways. • Selected matches. Page 8

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13. IMPLEMENTATION PLAN • The GCEO as the Champion for the campaign launch. • Press Launch on Monday,15 August 2005 • Mobilizing support for the campaign throughout its duration. • Present at the launch and at key events throughout the campaign. • Source sponsorship for the project. Page 15

14. IMPLEMENTATION PLAN Page 16

15. IMPLEMENTATION PLAN • Identified ambassadors to amplify support for the campaign. - GCEO Ambassadors - Prominent personalities such as, TV and Radio personalities, sport icons, artists and others. Page 18

16. IMPLEMENTATION PLAN Page 19

17. IMPLEMENTATION PLAN On-air promos and competitions • Awareness promos and presenter mentions. • Competitions. • Supporters travel package campaign. • Messages of support campaign Page 20

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21. PROJECT MANAGEMENT • PROJECT CHAMPION – GCEO (Adv. D. Mpofu) • PROJECT CUSTODIAN – CE (Mr. M.M. Mbebe) • PROJECT LEADER – HOD (Mr. W. Mfebe ) • PROJECT COMMITTEE CHAIR – GM SPORT PROD. (Mr. J. Matthews ) • PROJECT MANAGER – HM (Ms. Happy Mabuya) • CORPORATE COMMUNICATIONS – (Mr. P. Setsetse & Ms. T. Mncube) • CORPORATE MARKETING – (Mr. P. Kwele & Ms. L. Dulcie & Ms. J. Dube ) • STAKEHOLDERS: -SOUTH AFRICAN AIRWAYS – Ms. N. Japhta & Ms. N. Koza -SOUTH AFRICAN FOOTBALL ASSOCIATION. – Mr. C. Mtshiselwa Page 24

22. ADDITIONAL IMPLEMENTATION PLANS – SABC Page 25

23. IMPLEMENTATION PLAN – SAA Page 26

24. IMPLEMENTATION PLAN - SAFA Page 27

25. IMPLEMENTATION PLAN – SAFACONTINUATION Page 28

26. LAUNCHIMPLEMENTATION PLAN Page 29

27. SUGGESTEDCRITICAL IDEAS 1) POST BURKINA FASO MATCH BUILDING UP TO DRC MATCH • Introducing a National Icon – National flag. • Use Rank TV big screens as well as small towns (big screen). • Involve schools and football clubs to support campaign. • Raise R000000m SAFA fundraising project supporter to build a 2010 National Team. Page 30

28. BRAINSTORMING OTHER SUGGESTED CRITICAL IDEAS DELEVERABLES – REGIONAL MANAGERS: • Decide on route maps / schedule • To submit all suggestions (15/08/2005) • MEC of Sport & Premiers to be involved • All problems to be communicated well in advance • In put on regional ambassadors – well in advance Page 32

29. BRAINSTORMING OTHER SUGGESTED CRITICAL IDEAS DELEVERABLES – RADIO STATIONS: • Live reads • OB Vans – shadow bus • Requirements & suggestions to be communicated by 15/08/2005 • Vusi to produce script and Zolisilwe to produce to all radio stations • Big screens to draw support from the rest of the regions • Emphasis on local empowerment. • T-shirt requirements (staff with sizes) to be submitted 15/08/2005 • Translations of the campaigns name to be submitted to have a local name for each region. Page 33

30. BRAINSTORMING OTHER SUGGESTED CRITICAL IDEAS IDEAS TO BE INCLUCED: • Branding on the bus • SAA – message management on board Pilot announcement of score • SABC staff to be mobilized • SAA to tap into Eskom & Telkom (hang the flag) • 10 min development clinic – SAFA • Key learnings of USA – soccer reflected in day to day programming (7de Laan, Generations etc) • Charity / Pledge day – after 2006 in support of 2010 Page 33