Brandscape powers WesBank Street Race, Soweto, to pole position on mobile

Brandscape were briefed to engage the audience at the motor show and raise awareness of the WesBank Street Race Soweto by deploying promoters with wearable Hypertags delivering free rich media content and rewards directly to visitors' mobile phones via Bluetooth.

The free content included three animated wallpapers, a calendar reminder for the Street Race event and 2D instant win barcodes. Participating visitors scanned their mobile phone barcode using Brandpoint scanners at the WesBank stand to redeem the instant win prizes. The stand was the focus of activity where visitors were exposed to more information on the up-and-coming Street Race.



Gordon Parkin, CMO of Brandscape commented: “Motorsport in South Africa is a big draw for people of all ages and WesBank has always been a major sponsor. What's really impressive is that WesBank have taken the sport to the people producing a real sense of ownership, pride and creating employment, few brands can say the same. The communication of the event had to be just as compelling and memorable and this is why WesBank brought in Brandscape to provide mobile proximity marketing support.”




Brandscape utilises Hypertag Bluetooth proximity marketing to actively deliver brand communication and asset content in a quick, meaningful and personal way that is permission-based, interactive and rewarding. To effectively connect and engage people we need to take a much more ‘Tactile Marketing' approach. The mobile phone based mechanic is quick and easy, making visitors more responsive to the brand experience. Verification of this is clearly demonstrated in the achievement of a 40.54% content download conversion rate from mobile phone alerts for WesBank over five days at the Loxion Motor Show.

The value to WesBank of using Brandscape proximity marketing solutions is not only in the uniqueness and effectiveness of the communication but in the comprehensive interaction data reports from the Hypertags and the Brandpoint scanner redemptions. When used to full effect, mobile tactile research gives real-time insight and knowledge to marketers about how to communicate their brands in the right place at the right time to the right people. The successful result is that the audience permits the brand to participate in their lives in a much deeper and more interactive way that makes future WesBank communication to the same audience far more acceptable.

George Nyabadza, General Manager of Marketing at WesBank, says, “Our job at the moment is to make sure the maximum number of people are aware of the Street Race event and that they are reminded of it at the right time. Our mobile content and the calendar reminder we send to people's phones in particular, allows us to do just that. The fact that I can monitor exactly how the promotion is doing at any given time using a web application developed by Brandscape for my mobile phone, allows to me stay in touch and in control.”

“Tactile proximity marketing is not mass media, it is niche communication that has real relevance to the people it touches and because of this the content and experience will be extended outwards by influencers. The fact is that peer-to-peer communication is trusted and adds far more weight than traditional brand advertising. This creates the ‘small world phenomenon' which has the ability to reach and attract tens of thousands of like-minded individuals, it's the ‘spark and torch' scenario that helps build communities and WesBank's brand legacy.” said Parkin.


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 dialogue that benefits both brand and consumer. Mobile ticketing 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, CMO Director.

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

Website: www.brandscape.co.za