Challenge

To create stand out and become top of mind for consumers in an extremely cluttered environment through minimizing production costs and maximizing reach across each participating market.

Solution

Malta Guinness is a fun and energetic brand, loved by consumers across the continent. Malta Guinness promises to Fuel your Greatness and provide B Vitamin energy benefits, both mentally and physically. 

The Maltavator Challenge TV Show was created as a physical demonstration of that promise, providing the opportunity to showcase the benefits of Malta Guinness across the continent, through entertainment. The success of the Season One Maltavator Challenge format provided the perfect platform, but we needed it to be bigger, reach more people, and deliver more greatness than ever before.

Through our Viacom partnership, we secured a media, production, and distribution partner for Season Two that enabled us to meet our key challenges head-on and resulted in a seamless roll out across each of the five key markets – maximizing reach at every turn, whilst keeping production costs in check.

Results

The TV show created massive awareness and brought Malta Guinness’ brand purpose to life by bringing together thirty energetic contestants from five key Malta markets - Nigeria, Ghana, Ethiopia, Cote D’Ivoire & Cameroon to release their can-do spirit

The goal was to achieve the Pan-African scale and drive reach amongst the target audience across all key markets.

• 44 million viewers in the recruitment phase
• 24.8 million reach through the TV show
• 546 million organic reach from from the social and influencer campaign that ran alongside the TV show