Boomtown | Kings|Fill the stadium campaign|Boomtown
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Fill the stadium campaign

About This Project

Fanning the flame


Nelson Mandela Bay’s local rugby team, the Southern Kings, have had a their ups and downs – a rollercoaster ride of steady growth that has impacted on local game attendance. As a passionate homegrown agency, we happily took the ball into our field, accepting the challenge to increase local rugby spectatorship and support for our cool Kings.


The campaign’s rally call was based on an existing hashtag by passionate Port Elizabeth resident, Renaldo Gouws. A call was put out for the people of The Bay to #fillourstadium, and they delivered by the thousands. Creating highly visible, shareable moments and energetic creative was the name of the game. Having the team dress up and run the Spar Ladies’ Race and having the mayor raise the #fillourstadium flag at the historic Donkin Reserve were just some of the resourceful tactics employed.


The campaign ignited a Mexican wave of enthusiasm as it gained local and national momentum. In one month, the Southern Kings’ ‘likes’ went from 15,439 to 17,018. The organic reach was an impressive 741,450 and the paid for reach totaled 46,018. Stadium attendance for the first game of the campaign was 21, 096, up from just over 4,000 previously. It’s a score that fills us with pride.