We provide advice to marketers (brands and agencies) on how to use and integrate technology, especially mobile, to achieve their marketing objectives. Your customer is “mobile always” Your marketing should be “mobile all-ways”
What we do…
Mobile competitions, promotions,
loyalty programmes, research
Mobile platforms: Apps, mobile-
responsive websites, USSD, voice
Mobile messaging and communicati
on
strategies on SMS, MMS, video, voice
Mobile rewards: Airtime, cash, vouchers,
coupons and content
Mobile innovation: Artificial Intelligence & Chatbots, Virtual & Augmented Reality, Sponsored call, interactive call-back ads, personalised video
Mobile media and advertising, lead generation
Mobile data insights through data science
Mobitainment is one of the most consistently Internationally Awarded Mobile Marketing Agency in South Africa. Starting way back in 2008 by winning best mobile website in the Retail and Commerce category of the ilovemobileweb Awards 2008 with Sasko Flour mobisite then Mobitainment was the…
• 1st African company to win a MMA Award when it was awarded the joint winner at the MMA Awards in 2009 for the EMEA region with Livemobile Football.
• 1st South African company to win a Global award with the Best Mobile Marketing Campaign in Direct Response for the Surf Pick-a-Box at the MMA Awards in 2010.
• 1st African company to win 3 years running with the MMA Award 2011's Best Mobile Marketing Campaign in the EMEA Region in Relationship Building for AVBOB Funeral Services. As you can see, we specialise in translating technology to achieve marketing results – making it personal, fun and simple enough to get the message across to the mass market. Simply speaking, we help brands grow a database of consumers and then help them to talk and listen to their consumers. We plan the campaigns, develop them, project manage them and report on their success and learnings for the next one. What makes us different? We create brand loyalty for commodity products, by reaching consumers on their phones. We do that by helping marketers to translate technology to achieve marketing results – making it personal, fun and simple. We specialise in reaching the lower income consumer on entry level phones. We have created campaigns that drive hundreds of thousands of entries because of our 3 success factors we pioneered:
• Free Entry Mechanism (not available in SA with the SMS Short Codes)
• Multi-language – speaking to South Africans in their language
• Using celebrities to grab the consumers attention and make them feel special
Holding your hand through mobile marketing to help you communicate with your customers and prospective customers using the mobile phone:
> Step 1: Get their cell phone number
• SMS Short Code, USSD, FMS (Free Messaging Service), Mobile Advertising, Location Point Advertising
> Step 2: Provide a mobile home for info
• Mobisite, USSD, Mobile Apps, Facebook
> Step 3: Invite them over >> Via Messaging
• SMS, MMS, Automated Voice Message (AVM), Mobile Survey, Twitter
➢ Step 4: Thank you!
• Mobile Content, Mobile Coupons, Instant Gratification Prizes, Airtime Rewards
Because, according to the latest Arthur Goldstuck study, 85-87% of social media is accessed from a mobile phone in South Africa, the support of a mobile friendly environment is imperative to the success of any social media strategy or implementation. We can assist you with Online Reputation Management and to get your social media platforms linked to mobile friendly sites. Some examples…of the solutions we were first to bring to market were:
• Using FMS (Free Messaging Solution) our technology as a FREE entry mechanism for competitions
• Using Automated Voice Messaging as a marketing tool in competitions and as a lead generator, like our Interactive Call Back Ads, which trigger a free call to the customer
• Creation of user-generated Personalised Audio clips to create a personalised brand awareness experience like personalise our next ad, or create your own Ringtone! Some case studies:
> Surf Pick-a-Box
o Surf required Mobitainment to recruit contestants who bought Surf for a TV game show. The challenge was that Surf wanted the entry mechanism to be free to the consumer. Mobitainment pioneered the FMS (Free Messaging Service) where customers could send a free prompt to call back from their cell phone, with a voice reply from the host of the show asking them questions about the Surf product in their own vernacular language. Valid entrants were randomly selected to be contestants on the show. This campaign won the Best Mobile Marketing Campaign in the world in Direct Response at the Mobile Marketing Awards 2011!
> Boston Experience it! o Boston City Campus and Business College wanted to reach out to prospective students to tell them about their new internship programme, Experience it! What better way than to talk to them where they r @ ⇒ social & mobile media! Through an SMS Short code call to action driving profiling on USSD, referrals on mobisite (www.experienceit.mobi) and video uploads on Facebook we generated thousands of profiled leads sharing and wanting to experience it! This campaign has short-listed as Best Marketing Campaign at the 4th Annual Africa Com Awards in 2011.
> Oude Meester Masters of Jazz
o Oude Meester sponsored a 30 minute Masters of Jazz radio show on seven different radio stations. The challenge was to convert one message into several different languages. Mobitainment built up a database with an SMS competition. Participants were then sent an AVM with the DJ’s voice of the radio station they listen to, and the DJ asked them questions about the show. Participants received an entry for every correct answer. Rewards included airtime and celebrity DJ ringtones.
> Vaseline Men Strength-to-Strength Challenge
o Vaseline Men wanted an easy entry mechanism on mobile that would provide contestant information to be able to shortlist them to compete in the 12-week Strength-to-Strength Challenge. Mobitainment set up an SMS short code and USSD number to log entrants and shortlist compatible contestants in each province based on age, weight and height.
> Adcock Ingram’s Friendly Pharmacist Competition
o We implemented a mobile competition to educate South Africans on colds & flu this winter from your Friendly Pharmacist courtesy of Adcock Ingram. Entry was via USSD or mobisite and we gathered info on what products they bought, where, and more info on themselves like language and location. 69% of entrants were via USSD and only 31% on Mobisite, showing the popularity of USSD in South Africa. They also got their weekly SMS tip from their Friendly Pharmacist and won monthly grocery and clothing vouchers worth R1000 each!
> > MonstaPops Mega Music Giveaway
o Reach out to students at national road-shows to taste the Amazon Monsta Pop and sing the jingle! Entry was via Free Messaging Service (FMS) to get an automated call back from the Monsta Pop singing the jingle and asking you where your closest roadshow was. On the mobisite (www.monstapops.mobi) you could find free downloads, and participants got an SMS to invite them to the roadshow in their area. They also won airtime vouchers from our airtime lucky packet or music hampers, tracks and ringtones! This campaign has highly commended as Best Marketing Campaign at the 5th Annual Africa Com Awards in 2012.
> AVBOB Funeral Services
o AVBOB, in providing funeral and insurance services to South Africans, wanted to show their prospective and existing customers that “AVBOB is here for you in your time of need”. We reached the target audience through a mobile call to action on traditional media using mobile mediums such as SMS, SMS Short Code, USSD and Mobile Web www.avbob.mobi. The campaign is all about leading AVBOB’s customers and prospective customers, through a series of communication elements, and building trust in the brand, by making them feel special, valuable, informed and cared for. A focus for AVBOB was in holding the customer’s hand through one of the most difficult times of their lives, when a loved one passes away. Mobile marketing was instrumental in providing AVBOB with the ability to activate and build long lasting mutually beneficial relationships with its existing and prospective customers. This campaign won the Best Mobile Marketing Campaign in EMEA region (Europe, Middle-East and Africa) in Relationship Building at the Mobile Marketing Awards 2011!
> Foschini Mother’s Day – Mother of all Soapies brings you the Mother of all Choices
o Designed to reach out to Mom’s and families to buy the TFG Gift Card for Mother’s Day, we used (amongst other mobile marketing tools like a mobisite, SMS and MMS) a free Interactive Call Back Ad which generated an AVM call back from a celebrity featured in popular magazine ads informing them of gift ideas from various of their stores and directing them to the mobisite. This call to action outstripped all other mobile entry mechanisms, including SMS short code, as it generated a whopping 85% of the campaign entrants.
> Shower to Shower’s ‘Live Fresh’ Personalised Ad
o Shower to Shower ran a campaign to “be the voice in our next radio ad!” Customers had to SMS their bar code to a Short Code and got a call back with instructions to record their very own ad… then they could share it with their friends and got them to vote for it to be the next voice on their radio ad. Mobitainment is a proud member of the Mobile Marketing Association and Candice Goodman is the Incoming Chair of the MMA of South Africa. We are also members of the Direct Marketing Association (DMA) and the Digital Marketing & Media Association (DMMA). Mobitainment is also a 110% BEE recognized company.
