Media > Sectors
NET#WORK BBDO, Johannesburg / DIAGEO / 2016
Overview
Credits
CampaignDescription
In Kenya, people’s everyday conversations have been dominated by pessimism, tribal division and low self-belief in the wake of a trying couple of years. As Kenya’s national brew, we needed to find a way to get Kenyan’s believing in each other again and toasting to each others successes with a Tusker. In a country with very low smartphone penetration, Team Kenya uses two existing mobile platforms working in unison to create a direct link with our consumer. USSD, a platform used by most Africans to recharge airtime from any standard feature phone was combined with Mpesa, the Kenyan mobile money-sharing platform. Together they gave us a way to create a community where we could talk about Kenyan national success and reward those that participated with a free beer.
Execution
USSD is a feature phone platform widely used across Africa to recharge airtime. From a multiple choice style menu system, users simply dial into a USSD number and follow simple prompts to accomplish what they need to do. We combined this with Mpesa, the Kenyan invented money-sharing platform where users SIM cards have essentially become their bank accounts, from which they can load and spend money at hundreds of thousands of stores across Kenya. When you combine these platforms what you have is a way to communicate to a wide audience where they can respond in real time and you can reward them instantly with cash, all through their humble feature phone.
Outcome
Team Kenya now has over 2 million active members who we can target at specific times and by region to stimulate consumption and inform about promotions. Since the launch of Team Kenya, Tusker Lager had enjoyed their highest sales figures in 5 years.
Relevancy
In Kenya, smartphone and internet penetration is very low. The use of traditional media channels like TV and outdoor is as big as ever, but very expensive. Every Kenyan has a good old feature phone though, the problem is that media rich content cannot be displayed on these phones. If somehow we could find a way to utilize the limited functionality of the feature phone in a novel new way and incentivize enough people to join the platform, we’d have our very own media channel to distribute promotional messages and stimulate consumption of Tusker lager at will.
Strategy
As Kenya’s national brew, our target audience is very wide, consisting of those 18 years and older with a slight skew towards males. Above the line media could help create mass awareness, but we needed to find a way to engage with our audience in a real-time way, without the use of smartphones or anything that required an internet connection.
Synopsis
We had to build a mobile community platform without the use of smartphones or internet access. It had to utilize the technology found on feature phones only. In Kenya, people’s everyday conversations have been dominated by pessimism, tribal division and low self-belief in the wake of a trying couple of years. As Kenya’s national brew, we needed to find a way to get Kenyan’s believing in each other again and toasting to each others successes with a Tusker. The budget allowed for a large above the line media launch, although the mobile platform once launched would have to be self sustaining once it reached the 1000 000 member target.
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