Brandscape spreads the love for Vodacom “Love Summer” campaign

The objective of this highly successful campaign was to engage and interact with holiday-makers by offering free Vodacom mobile content, including wallpapers, ringtones, a link to the Vodacom Mobisite and instant win prizes that related to the enjoyment of summer and the love for family and friends.

The on the ground events, devised and executed by Red Rooster Activations, were split into ‘hub' or ‘blitz' events. Where promoters with wearable Hypertags interacting with the public for between four to eight hours per day at 25 venues around South Africa.

What a success it was, over 31% of the alerts sent out from the Hypertags were accepted by consumers and resulted in successful downloads of Vodacom content.

Bonita Koertzen, Director of Red Rooster Activation stated: “The Hypertag Bluetooth technology provided by Brandscape was a new and innovative way to market Vodacom's many services on the 'Love Someone, Love Summer' beach tour. What we at Red Rooster Activation really liked is that Brandscape gave us a great tool to effectively measure the performance of both our promotional staff and the overall public perception of the campaign.”

Gordon Parkin of Brandscape Marketing commented: “Historically, the effectiveness of traditional experiential marketing campaigns and out-of-home advertising has been hard to measure, although as a hit rate 2% to 5% would be considered as ‘good' using traditional methods. Brandscape's mobile technology proves otherwise by measuring how often consumers return to a specific location, brand promoter or brand touchpoint and what content was downloaded. While no personal consumer data or mobile phone numbers are captured at this point, Brandscape is able to compile strategically valuable and comprehensive reports measuring time-sensitive interaction frequency and content distribution that accurately tracks the consumers' brand experience. Personal data and phone numbers are gathered only when a consumer opts in using ‘Brandpoint' 2D scanners for voucher and instant win redemption or WAP link call-to-action platforms.”

“Vodacom recognised the value attached to Brandscape's form of experiential consumer engagement and the need to involve the ‘human' element in conjunction with technology. Through this activation, we wanted our customers to share in, and fully experience our Love Someone, Love Summer campaign,” said Enzo Scarcella, Vodacom's Managing Executive for Marketing.

“Hypertag is a unique narrow-cast Bluetooth media platform, typically transmitting in a radius of two to three metres, although this can be increased to 35 metres if required. The tag is visible to the public using a flashing red light to attract attention. The fact that it is attached to a promoter is a major factor to the initiation of consumer engagement. The effect is to create meaningful brand interaction and not invasive interruption,” said Gordon Parkin.



The promotion drew large crowds of people eager to download Vodacom mobile content and win prizes, including members of SAPS who normally have their own flashing lights!









The online portable Brandpoint 2D voucher scanner units added to the anticipation of winning a prize. Once the phone screen was scanned and the winners' mobile phone number entered on the keypad, the voucher was verified online and a return coupon printed with the prize identification. This is a major factor in controlling malredemption and ensuring full accountability.





About Brandscape Marketing
Brandscape Proximity Marketing offers clients innovative and personal solutions in Mobile Marketing. Communicating, interacting and rewarding individual consumers directly to their mobile phones with rich media content sent at no charge to recipients via Narrow Cast Bluetooth thereby initiating a permission-based conversation that benefits both brand and consumer. Mobile tickets and vouchers are sent by SMS, MMS, WAP or Bluetooth and redeemed via Brandpoint 2D scanners. Brandscape partners' with clients to create innovative, intelligent, hard working consumer activations that are cost effective, measurable and accountable.

Contact: Gordon Parkin, Director.

Telephone +27 (0) 21 790 7476 or email: gordon@brandscape.co.za

Website: www.brandscape.co.za