CASTLE “LOUD” TV SHOW

What:

Castle “Loud” music show broadcasted on SABC 1.

Client Needs:

Rejuvenate Castle Lager brand, make brand attractive to Black GEN-Xers, and reignite growth in brand.

Big Idea:

Recognizing that music spoke best to this generation and aware of the arrival of a new popular culture associated with stars, C.S.A. created a music show, “Castle Loud” on South African Broadcasting, running on SABC 1 from 2001-2004 (including a spin-off called “One”). Unearthing two new presents, Unathi Nkayi and Stone Seate, the innovative show was broadcast live on Friday nights from Urban Brew Studios in Johannesburg, complete with in-studio performances and interviews, pre-packaged pop culture features and a text based Top 10.

Along with the show, C.S.A. created an annual Summer Splashdown which toured the major centers and featured top artists and the show’s presenters while also providing substantial, weekly PR & promotions for each episode.

Cultural Impact:

The show defined an era, created new stars, celebrated the growth of South Africa’s music culture, and most importantly, placed Castle Lager back in the mind’s eye as a crucial and evolutionary South African brand.

RESULTS

50M

EARNED MEDIA

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