The etal. GROUP

One AVBOB FM

As a Mutual Assurance Society, AVBOB does not have any shareholders, only policyholders who benefit directly from AVBOB’s success. When AVBOB declares a bonus, like it did this year on 1 July 2016, there are many rules around how benefits are shared with policyholders. It’s important that AVBOB staff understand these rules before the public launch.

The Challenge: Communicate many complicated rules to staff, across SA, without Intranet access, at no cost, so they want to learn.The answer: One AVBOB FM – A Mobile Radio on Demand Edu-Quiz for AVBOB staff. A free mobile voice platform for AVBOB staff to listen, take an educational and entertaining quiz, and get instant rewards for knowing the rules of the Bonus Declaration, and be ready for the public launch.

With a small budget, we generated unprecedented results, with:

• * 166% more calls than the maximum expected target
• * 27% response rate to our text-based invitation
• * 93% engagement rate on the Edu-Quiz
• * 40% answering every question in the series!
• * 95% mobile voucher redemption rate

It gave AVBOB the ability to reward and measure the understanding of their Bonus Declaration with their staff, which scored a massive 92%. This tool also alerted management by highlighting areas that needed clarity.

Using mobile, AVBOB now has a low-cost, trackable educational platform with maximum access to all their staff, enabling ongoing, rewarding educational opportunities. This campaign together with the BRAND et al team won several AMASA and Assegai Awards in 2016!

AVBOB funeral services

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 the EMEA region (Europe, Middle-East and Africa) in Relationship Building at the Mobile Marketing Awards 2011!

Boxer super stores

The Boxer Super Shopper Show was a promotional competition run by popular mid-low income grocery Store Boxer Superstores themed around a Game Show.
Its key success factor was adding a mobile call to action on all traditional above the line advertising, to drive shoppers in-store to buy the products of the week and enter their till
slip on their mobile phone to be validated.

Previously, this mass-market retail store implemented a competition for their customers to rate their staff. They had to dial a USSD number and enter their till slip… from that we could
derive the store and even the teller. They then rated from them from poor to excellent to stand a chance to win daily cash prizes.

The major benefit though was in the change of staff behavior: we sent out a report showing how each staff member did at each store – setting off a competition between staff members,
between stores and regions for the most “Excellence” received.

Red Bull

Red Bull invited local South Africans to a celebration of 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 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 info, voting for their favourite performers, listening to the mobile radio, and refer
others to join. The gamification strategy using our 4 F-words (Fun, Fame & Fortune for Free) generated over 500% WOM 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 targeted to 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 8 awards won in 2015 for this campaign include 2 Gold Assegai Awards, AMASA Best Use in Mobile, and Best Marketing Campaign from the Mobile Innovation Awards in London.

KNORROX

KNORROX offered a free minute call in exchange for listening to a branded message, showing how you can Get More with KNORROX.

We pioneered our very own QixCall, a sponsored call – A new Media Platform that allows a brand to sponsor a call so that the consumer can make a FREE 1 Minute Call to any telephone
number in South Africa in exchange to listening, and engaging with a 30 second branded message before we put their free-call through.

This new media platform is great for marketers:

• For less than the cost of a click on a CPC banner ad, your audience can hear a branded message for 30 seconds with a product and promotional material, with the option to engage.
• The message spreads virally through the built-in refer-a-friend mechanism.Within the 2 week campaign, over 50,000 unique calls were generated within 24 hours! Overall, we got over
  160,000 call requests and generated just under 60,000 unique calls.
• A key success factor was the viral effect i.e. the call recipient were also invited to “Get More with Knorrox” in fact 62% of call requests were generated from a loved one who
  received a call.