The activation ran across various touchpoints from in/out store to commuter stations and community centres, where a fully fitted kitchen in a mobile trailer brought the Rajah Biggest Aroma experience to the people of SA across three provinces (KZN, Gauteng and Free State).
A digitally triggered spoon/pot unit was commissioned, designed and built where the spoon needed to be tipped over to 1-tablespoon mark to trigger the release of the Big Aroma. Interactive games with a campaign message were created to form part of the activation. A puzzle with campaign logo and sleek spoon with different measurements was made to be used as a mechanic to strongly educate consumers about the correct dosage message.
The activation supported by USSD Mobile, an effective channel to drive consumer engagement and create Rajah database for future engagements, where consumers were stood a chance to win airtime and home visits for engaging with Rajah.
RESULTS
- Distributed and reached 650,000 consumers on the ground via Rajah dosage spoons
- About 30,000 consumers sampled freshly cooked Sishebo
- About 21,000 USSD entries were received during the duration on the activations
