SAB Miller delivers promotions without borders

In response to a brief by the SABMiller Africa and Asia marketing team to raise the bar and improve the standard of in-bar activation in their markets, Brandscape partnered with EXP, ‘the activation on demand agency' to raise the bar in consumer activation for SABMiller in Africa. Consumers are being engaged in top-end and mainstream venues to download free, rich media content and instant win prizes directly to their mobile phones via Hypertag® using Bluetooth and infrared.

The roll-out activity follows the successful trial carried out by SABMiller during the IRB Rugby 7s in Zambia. 57% of the visible Bluetooth audience chose to accept content at this trial. Instant spot prizes were used to incentivise the uptake of content which included ringtones and wallpapers. The content then becomes similar to a small mobile billboard, the brand on the consumers mobile phone.

Trained Castle Lager Brand Ambassador teams with wearable Hypertags® are running the current activity. SABMiller wanted to create activity around the brand with a volume drive mechanic. Consumers are encouraged to purchase Castle Lager in order to enter. Participating consumers download free content that includes Castle Lager branded wallpaper, a short video, a ringtone and three random instant win vouchers. Level one of the instant win vouchers contains a secure 2D pixel matrix barcode. Consumers use this barcode to receive a free Castle Lager by scanning their phones at the bar using Brandpoint® scanners. The scanner prevents fraudulent or repeat redemptions by going online using GPRS to check the validity of the voucher. Prize stock is managed and cross-checked using printouts generated by the scanner.

The online scanner identifies the 2D barcode, authenticates and validates the code in seconds before the consumer receives a printed voucher from the unit that is then handed to the bar staff in return for a free Castle Lager. Consumers redeem other downloaded win vouchers directly from the Castle Lager Brand Ambassadors.

Damian Hardy, Managing Director of Brandscape Marketing Pty Limited commented that, “Delivering secure vouchers with Bluetooth allows us to close the loop on Bluetooth marketing, delivering a seamless promotional mechanic. The level of excitement by the venue managers and consumers engaging with the Hypertags® is fantastic to see. The experience puts Sub Saharan countries at the forefront of technology, a perception which strengthens the Castle Lager brand.”

The objectives of the campaign are to build and enhance the Castle Lager brand visibility and drive additional volume through the venues. By introducing a voucher redeemed from the online Brandpoint® scanner the campaign is fully measurable and accountable, allowing SAB Miller to have much more control over malredemption by consumers and vendors. The Hypertag® is also fully measurable reporting on the date, time and number of interactions, the content delivered to individual handsets and the make and model of handsets that interacted.

Justin Howard of Exp commented that “SAB Miller set high standards and insisted that we go beyond ‘show and tell' promotions to actively engaging the consumer in a brand conversation.” He added that “effective measurement was key to the success, something that Hypertag delivers effortlessly.”

Brandscape take a holistic approach to idea generation and brand activation. Everyone at Brandscape gets involved on a project and is encouraged to think and contribute in ways that produce the most creative and effective results for our clients. “Our ideas are always benchmarked against the business needs and objectives of our clients. We achieve this by thinking and acting strategically, making sure we challenge convention. We focus on being brand and consumer relevant while creating exciting consumer experiences that deliver tangible results,” said Gordon Parkin, Creative Director of Brandscape Marketing Pty Limited.

Brandscape's on going Hypertag® and Brandpoint® campaigns in southern and sub-Saharan Africa prove beyond doubt that proximity mobile marketing is borderless and reaches consumers with impact. It is a recognised fact that the mobile phone is the communication device of choice on the African continent and that the devise itself is evolving allowing more people to experience rewarding, richer, relevant and desirable branded content downloaded free of charge to their mobile phones.

The content that is downloaded from the Hypertag® can contain a mix of cross channel media including a TV Ad (video), signature music theme (ringtone), static Ad (wallpaper), a web and WAP link and finally a reward mechanic to drive consumer behaviour. The value to client brands is the permission-based exposure that is measurable, transparent and trackable.