OMO is recognised for its brand-building mobile campaign, featuring Nkanyiso Bhengu, the face of the OMO "Door to door Challenge." Over a million consumers entering the campaign are met with his voice, an icon of the brand, and engage with him before receiving a guaranteed reward of instant airtime for buying product.
In a category where price wins the consumer and brands struggle for loyalty, the campaign differentiated the brand without price promotion and engaged consumers in a new way, building brand affinity. The case study video can be viewed here.
Sunlight laundry bar is recognised in the Direct Response category for its impact with the key target market, garnering over 2 million consumer entries. Consumers had the opportunity to enter their code from pack via free USSD, engaging via mobile without any cost and received instant airtime rewards - a currency with immense relevance to the target market - from the brand. Over 45% of entries were generated from competitive brand switchers. For more, go to http://www.brandtone.ie/sunlight-2011-romi/.
"We are thrilled to have the campaigns recognised by the Global Mobile Marketing Association," says Lynne Gordon, GM Brandtone. "Great South African brands are increasingly adopting mobile to drive consumer engagement and superior return on investment and we're excited to take a lead in their success."
