34 partners with Vodacom m-pesa to reward Carling Black Label consumers

When Carling Black Label, SA's biggest beer brand, had 11 million entries during the Carling Cup it was confirmed that their consumers wanted to communicate with the brand. As summer approached, Carling Black Label's BTL agency, 34, were tasked to convert this keenness to interact into driving incremental sales, and change purchase behaviour at the most competitive time of year.
34 partners with Vodacom m-pesa to reward Carling Black Label consumers
While consumers have a propensity to switch brands during the end-of-year bonus period, 34 developed a concept to stop consumers in their tracks by offering them an opportunity to win their share of 'R50 Million in Cash'. The decision to partner with Vodacom m-pesa to implement a system that can deliver these cash prizes immediately via SMS to all winners, crossing geographical and banking boundaries, ensured the simplest possible brand engagement.

34 believes that every promotion should add to the consumer's life by giving them a positive brand experience that makes life just a little easier - even if they have won a R20, R100 or R1000 cash prize. The innovative system with Vodacom m-pesa allows the giving away of these cash prizes to the nation in an easy, instant and affordable way without the previous barriers of physical redemption and fulfillment.

A first for Vodacom, this promotion launched the m-pesa money transfer system in a purely promotional role to reward consumers by recording the cell number that they entered with to instantly deliver on the big headline idea. Mark Taylor, Managing Executive: Online and Vodacom m-pesa, says that m-pesa is an innovative and simple mobile money transfer solution which is transforming the way we make cash payments. "This traceable and controllable payment option, coupled with our extensive outlet distribution network, makes it a great solution for businesses to use to make promotional pay-outs. For customers, it is the safest way to store, send, withdraw and spend cash."

By ensuring Carling Black Label benefits not only from a stand-out brand-ownable idea, but also a high frequency of instant rewards, Carling Black Label's Marketing Manager, Vijay Govindsamy, believes "we will drive enthusiasm, accessibility and word-of-mouth that will change purchase behaviour and reduce the propensity to switch at a very competitive time of year".

Without a call centre, till receipt or courier cost in sight, 34 Business Director Mimi Nicklin is confident that by adapting Vodacom m-pesa's money transfer system into an innovative prize delivery system, Carling Black Label will see incremental volume via an offering that no other beer brand has yet managed to this scale or size.

10 Jan 2012 09:03