.png)
Koleza Moto
Igniting patriotism and unity through Football
Medium
Social Media
Client
FDH
Year
2021
Brief
A proactive social media campaign proposal presented to the client who are sponsors of the national football team, The Flames. The team was set to represent the country at the AFCON 2021 competition after having not qualified for the competition since 2010.
The 11-year break of no qualification left fans of the much-loved sport and team in a catch-22. Excited for the qualification but unsure what impact could be made.
Approach
A football fan is a constant supporter; emphatic in the highs, steadfast through lows, loyal until the very end.
So how do you ignite confidence in a team that hasn’t been on this big stage in a decade? You rally the voice of the fans.
Enter FDH Bank. The idea was to pull the country together in support of The Flames, with FDH, as sponsors, leading the conversation and keeping the hype of supporters going.
A social media campaign called Koleza Moto (fan the flame) showed the fan that with their voice, they can spur the team onto greatness.
Using Malawian fan imagery as a catalyst to set the tone for upcoming games, sharing results and positive sentiments after games (whether wins or losses) and engaging Malawians to participate by wearing their national football team jersey on Fridays.
To further activate the campaign, FDH staff and customers recorded messages of support for the Flames that were shared with the team ahead of their biggest game.
The campaign saw a nation united in support of the Flames and pride in our flag like never before. and carried the team to their best result yet in AFCON competition history.
