We conceptualised a multi-layered tactical approach to target the key audience via different channels, driving a strong call-to-action. Tactics included developing PR ‘storytellers’ to amplify the narrative via a comprehensive social media content creator approach (peer recommendation), a nano influencer awareness drive and leveraging global club legends. We also devised a tactical product experience that included an ‘exploding box’ which opened out to resemble the inside of a stadium, initiated media partnerships and engaged local supporter clubs with opportunities. The key activity was centred on a live virtual experience targeted at the broader consumer audience. Hosted by one of our storytellers Andile Ncube the virtual experience gave fans access to club legends and a real ‘taste of the action’ to drive campaign engagement.