Red Bull Kas’Lami Tembisa
Red Bull invited South Africans to a celebrate art and music at their Kas’Lami Festival.
The mobile platforms were instrumental in driving awareness and ticket sales to the event. We used a missed call entry mechanism with a choice of Reverse Billed USSD and a mobile first responsive site to reach out and engage with the community – and advertised, on a geo-targeted basis on a free, text-based, digital ad platform frequented by the youth, as well as traditional ATL channels, and tracked the source of each entry.
We drove the target activity by allocating points to drive certain behaviour like sharing contact information, voting for their favourite performers, listening to the mobile radio, and refer others to join. The gamification strategy using our four F-words (Fun, Fame and Fortune for Free) generated over 500% WOM reactions to spread the word.
The FREE USSD trigger was piloted to showcase the artist through an on-demand mobile radio platform that was free to the audience. It was so popular that the allocated 6 000 call minutes were used up in 6 hours!
The results of this campaign, which targeted Tembisa (population of 463 000) were unprecedented: We generated over 122 000 interactions on the text-based platform, proving that you do not need images, glitz and glamour to communicate a message effectively in Africa.
The eight awards won in 2015 for this campaign include two Gold Assegai Awards, AMASA Best Use in Mobile, and Best Marketing Campaign from the Mobile Innovation Awards in London.