BOS x Siya Kolisi Campaign

BOS and Siya Kolisi, two of South Africa’s greatest homegrown exports, joined forces to drive real change at the grassroots level. The collaboration, inspired by a mutual goal to uplift others, sparked Magnetic Creative’s ‘Every ONE is brewed for greatness’ campaign. Its messaging focused on empowering the disadvantaged, one individual at a time.
Capitalizing on the hype leading up to the 2023 Rugby World Cup, all eyes were on Siya and the Springboks as defending champions. And since France was hosting, it was an ideal opportunity to boost European brand awareness.
The BOS x Siya Kolisi campaign consisted of three key elements. Up first: relatable video content. Magnetic invited Siya to share his playbook for consistently rising to the top – while keeping his morals intact. The campaign featured several videos, including four connector videos, which saw Siya and his wife Rachel answer questions on authenticity, impact, joy, and connection. At the end of these, a call to action asked viewers to share their experiences, forging a bond between them, Siya, and BOS.
Finally, Magnetic incorporated a social media-driven giveaway to heighten audience interest. Entries required participants to purchase Siya Kolisi’s Limited Edition BOS Ice Tea, scan its QR code, and complete a form. Consumers could earn additional entries by sharing content featuring the product and tagging BOS on social media.
The BOS x Siya Kolisi campaign delivered spectacular results, raising over R300,000 for the Kolisi Foundation.
In South Africa, the campaign achieved a competition reach of 91.14%, garnered 970,806 video playthroughs, and reached a total audience of 13,199,954. As for the European results, BOS gained traction in a new market with a 36.69% competition reach, 638,444 video playthroughs, and a total reach of 6,695,584.