The Smarties recognises the best in class mobile work from around the world. The winners were selected from a competitive field of entrants, from over 36 countries, all of which demonstrated innovation, creativity and bravery across the mobile marketing and advertising ecosystem.
"We are so proud to see our South African innovation being showcased and recognised globally in these campaigns - creative flair with measurable results... proving that every moment is mobile, especially in South Africa," says MMA SA chair, Candice Goodman.Hungry Lion gets million hits
Yonder Media took home a bronze for its Hungry Lion Mobile Coupon campaign in the Channel/Media Strategy Awards, Cross Mobile Category. The campaign saw the client target mass-market South Africans with irresistible mobile coupons, giving away 1 million free ice creams on Mondays and Wednesdays and other attractive deals. The journey was seamless, from the mobile coupon issuing through to the redemption of the coupon in store.
Says Rick Joubert Yonder Media CEO, "The case study is a great example of how mobile can be effectively used to both integrate and measure promotional activity across mediums - not to mention the actual coupon redemption process itself."
The campaign received more than 1.1 million unique user engagements. Over 1 million coupons were issued and 50.8% were redeemed. Of this total 33% were thanks to mobile media placements with the balance originating in a variety of traditional and in-store media.
View the full case study here:Knorr Soup exceeds target by 400%
Brandtone collaborated with Unilever Foods in 2012 to create the first mobile marketing campaign for Knorr Soup. The intention was that this campaign would change the landscape of marketing for the packet soups in South Africa and take the brand's conversation with its consumers to the next level by engaging in a two-way conversation with the target market. The mobile platform ensured that valuable consumer insights were gathered as part of every interaction, generating a database of loyal and engaged consumers.
Brandtone chief executive for Africa, Lynne Gordon, says of the campaign, "Knorr Soup in every stew created a highly engaging & rewarding brand interaction for over 3.5 million moms cooking sishebo for their families. The agency is thrilled & proud to be part of the campaign's success."
The size of the campaign database exceeded its target by over 400%, engaging four million unique consumers (from a target of just over 750,000) and Unilever is now able to communicate directly with these audiences.
View the full case study www.brandtone.ie/case-study/knorr