INNOVATING

CAMPAIGNS WITH

MOBILE

Presented By…

At Saatchi & Saatchi AtPlay,

we build exciting digital stuff, welcome!

Hello!

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The African Welcome programme called for us to engage the youth of South Africa to celebrate the world coming to

Africa by joining the African Welcome Wave.

We asked participants to send us their waves:

1

2

Firstly by taking a picture with their arms to the side.

And lastly by taking another picture with their arms up.

Mobile Phone Mobile Camera MMS from Mobile

PARTICIPATING via MOBILE

Those who sent us their waves were also entered into a draw to win 1 of 2 Digital Entertainment Hampers worth R25 000

TO WIN

MXit is South Africa’s

LARGEST MOBILE SOCIAL NETWORK

The MXit application has a global registered user base of 19.6 million

(with 17 million SA users)

That makes MXit

(About 5x more popular than Facebook in SA)

and it processes (sends/receives) about

(250M messages per day)

Paying for MXIT ADVERTISEMENTS

Broadcast Messages Splash Screen Ads

Tradepost >> Bandit >> African Welcome

An automated contact that feeds static info.

Hosted Portal

A need to INNOVATE

ATTENTION STATIC RESTRICTIVE Because MXit is naturally an IM app, users will

easily be distracted by new

messages and invites from those

who matter on their contact list.

All a Branded MXit portal offers is just simple text

sorted under a menu and users may navigate

through this by clicking 1,2,3,4

etc…

Advertising with MXit remains restrictive.

Brands are all doing the same thing in terms of

process and function.

Customization!

If the campaign could use MXit the same way a normal MXit user would

then the campaign would…

RETAIN REACH OPEN A DYNAMIC PORTAL OPEN CREATIVE

Through the acquisition of

“contacts”

Through the ability to talk and send/receive to/from those contacts

Through the ability to do

more with the offerings of a

normal contact

Add us a contact: AfricanWelcome

Making use of “Status Updates”

Because MXit is an Application, the moment you exit the app, the contact goes offline. By using status messages we were able to tell all our

contacts that we were not chatting and despite not chatting, contacts still knew exactly what to do.

This became especially important during post “office hours”

Despite having all the information communicated in our

PAID FOR MXIT PORTAL and

PICTURES ON THE MOBISITE

The text only portal provided by MXit proved ineffective and participants were unable to click

through from the portal to the Mobi site.

Challenge:

Solution:

Because we know that MXit users are already sending and receiving pictures between their friends,

we followed this exact user process and built what we like to call…

MXit Flyers

WE built mobile friendly “flyers” which were distributed through our MXit Contact.

Making use of “MXit Flyers”

1 2 3 The contact has a choice to either

accept or reject the incoming picture.

Once the contact has accepted the

incoming picture, the download starts

immediately and the picture opens

automatically within MXit.

After viewing, the contact has the choice

to save it to their phone, set it as their

profile picture or forward it on to their friends (contacts).

Making use of “MXit Flyers”

We gave away small prizes everyday for the duration of the campaign.

By either setting their profile picture in MXit to either the African Welcome icon or by

taking a picture with their arms up.

Entering on MXit “Spot Prizes”

Winning on MXit “Spot Prizes”

PARTICIPATING via MXit

Open Camera Capture Send

Mobile Phone Mobile Camera MMS from Mobile

COMPARED to MMS

PARTICIPATION via MXit

NUMBERS

About 3000 Contacts/Friends were accumulated on African Welcome’s MXit Profile

Together 52% of Waves received came from MMS and MXit.

On Average 10 messages sent/received per convo

these included messages from and to African Welcome

Interacting with about 20-30 contacts per day, including new and already existing contacts.

Carrie

My Wave:

I think its an awesome idea, something that has never been done before. I would love to see the

end result.

“

”

Bulelani

My Wave:

It was a great competition, it also

brought out the happiness in me. It also

showed that we as Africans can do funny but happy things. I

remember when I was taking pictures, people

thought I was crazy, but it was fun doing it. More

competitions like this should be brought. ”

“

I know you guys not chatting now but duty might not allow me to chat later! WELL DONE GUYS! Your initiative is

AWESOME :-)

Faatimah

My Wave:

“

”

I thought it was a great idea for a competition. I love entering competitions. I won a Spot Prize and I must

say delivery was quite quick. Well done.

Monique

“ ”

My Wave:

It was an awesome competition and the

prize’s were amazing. It put a smile on so many

people’s faces.

“

” Tamsyn

It was wonderful but I wish it will stay longer

next time. Thanks Engen, You played a big part in

Uniting Mzansi Innocent

My Wave:

“

”

@SaatchiAtPlay

hello@atplay.biz