OVERALL CAMPAIGN EXECUTION: Mobile was the ultimate connector to the target audience via the multiple media platforms through the journey from awareness to engagement and reward…
PROMOTION: The Mobile Call to Action was promoted across all media from the traditional TV Show, TV ad, Radio, In store POS, Concert Promotion, Consumer Activations, Print Magazine, to digital on Social Media, targeted SMS Marketing, Mobile Advertising on targeted USSD portal
MECHANICS: Mobile entry mechanism on a low cost, text-based, high-reach USSD portal that captured their details, set the expectations of what was to happen and triggered a voice call back with instructions to record their impossible to possible story – which from the beginning was all translated into their language of choice.
REWARD: Not only were entrants surprised by instant gratification prizes like airtime and cash delivered on their mobile phones, but were delighted with aspirational prizes like washing machines and the chance to tell their story on
TV MOBILE EXECUTION & WHY MOBILE: Mobile was the fulcrum of the campaign as it enabled us to reach out to a wide audience on their cellphones and collect their stories. In the target audience of low to mid income bracket (LSM 5 – 7) the then local AMPS and MMA stats showed us that 90% of adult population had access to a mobile phone, with 56% smartphones as % of phones, leaving 44% still using feature phones. Mobile provided unique benefits to the campaign: It was extremely measurable and we could identify how entrants were entering and progressing and which points they were experiencing challenges. It allowed us to be flexible and adapt the entry mechanism to the audience entering and streamline the process to optimize results and effectiveness mid-campaign. By using mobile’s low-cost USSD and free voice call back we could reach the majority of South Africans who didn’t necessarily have a smartphone with Internet connection and expensive data on their phones – as it didn’t require an Internet connection or data to engage. What was extraordinary was the match between our target audience and the results of the data science on the entrants:83% black, 66% single, 58% in her thirties, earning between R3K to R10K ($200 -$700) pm. This proved that we reached the exact intended audience and invited them to engage and become part of the Ariel community.