Running successful brand campaigns across multiple retailers can be a challenge – and when it comes to using mobile coupons and vouchers, the challenges have been more like roadblocks. But thanks to wiGroup’s mobile transaction platform, wiPlatform, that’s already in place at several major retailers, Cape Town agency 34 has just become the first agency in South Africa to use mobile vouchers across multiple retailers in a single campaign. wiPlatform enables retailers to accept any form of mobile transaction or currency at their point of sale (POS) through a single integration.
Tasked with introducing Clover’s new The One 1%-fat milk to the market, 34’s Judy During and her team developed the “Pick up one good habit with The One” campaign which ran from January 1 to February 28 this year. The campaign integrated a Facebook app and wiGroup enabled mobile vouchers with print and TV advertising, in-store activations and on-pack promotion.
“The campaign enabled us to tap into and support the New Year resolutions we knew everyone would be making,” says During. “Facebook fans could sign up to develop one of eight good habits including getting fit, stopping smoking and eating more healthily. Depending on their preferences, we supported them with daily or weekly communications with how-to information and motivational tips.”
Fans who reported their progress regularly were eligible for prizes ranging from R10 off vouchers for The One to a R25,000 grand prize at the end of the campaign. Vouchers were sent directly to consumers’ cellphones via SMS, and could be redeemed in any Checkers, Shoprite or Pick n Pay store by giving the unique code to a till operator.
“We issued nearly 1,500 vouchers and had a remarkably high redemption rates of between 16% and 32% across the two retailers” says During. “With paper-based coupons and vouchers we’d be looking at redemption rates from 1-5% — and it’s much more expensive. wiGroup enabled mobile coupons and vouchers also have the advantage that we can track redemptions in real time, instead of having to wait three months for a report.”
During says the technical aspect of the process worked perfectly: “It’s crucial that the backend systems work seamlessly, and we had no problems at all getting the wiGroup platform to integrate with our Facebook app.”
“We will definitely do this again,” says During. “Paper coupons and vouchers will continue to have a place, but this has put an attractive new touchpoint on to the rate card.”