The vegetarian protein product presented a strategic challenge to the Oomph! Africa
team, as soya, despite numerous health, price, storage and preparation benefits, does not traditionally form part of the Kenyan diet.
Realising this from the outset, the African market experiential specialists forged a valuable partnership with popular and relevant vernacular radio stations, whose celebrity personalities provided an energetic and engaging platform both on air and on the ground during the roadshows which followed.
After a pre-awareness campaign roll-out comprising of branded vehicles, and a branded cooking area to ensure a successful turnout, Oomph! Africa's
team of skilled and professional Sossi brand ambassadors took to the Kenyan roads, and together with the popular radio DJ's, built hype and brand-awareness through a series of live cooking demos, fun stage activities and prize-giving awards.
An additional and particularly successful aspect of the campaign was the Sossi 'School Fees' Challenge. Focused entirely on campaign-generated sales, the initiative rewarded the most loyal Sossi consumer who had purchased the most Sossi products, providing the team with empty packets. The consumer with the most packets won the first prize of fully paid up school-fees for one of their children. This part of the campaign proved a real highlight, as the winner's joyous on-stage response provided the all-important emotional connection to the Sossi brand - a critical element in building long-standing brand loyalty.
The final numbers are impressive, with a combination of over 54 live cooking demos and stage shows over no less than 18 key west Kenyan venues, resulted in over 40,000 consumer interactions. Valuable 'Taste Test' feedback was also highly positive, while critical field data was efficiently gathered, managed and returned to an appreciative and happy client.
"The challenge of raising awareness for a vegetarian product in a traditionally non-vegetarian environment was embraced as an opportunity to 'stretch' ourselves creatively," said Oomph! Africa
CEO, Rory Brien. "The results speak for themselves, with Sossi making inroads into fresh territory throughout western Kenya."Oomph! Africa's
combination of local knowledge, African know-how and logistical support delivered the complete 360-degree activation solution to a satisfied client.
For more information, go to http://www.oomph-africa.com
or call the Johannesburg Head Office on +27 0 11 662 2844
Posted on 13 May 2014 13:21