Techsys was proud to launch an integrated digital marketing campaign for Sunsation - a refreshing and playful dairy fruit mix product made by Namibian Dairies. The pre-campaign consisted of a Facebook application and mobi site, culminating in the launch of a responsive SMS line.
Consumers can win N$100 of airtime daily through the Facebook application and mobi site, and weekly cash prizes through the SMS line.
Although the Facebook application originally enjoyed a higher interaction rate than the mobi site (suprising considering the large proportion of Namibians who primarily access the internet via their mobile), the mobi site pulled ahead once mobile advertising launched.
The SMS line was developed to create an extensive database for the brand. Consumers can enter by SMSing on-pack codes to a shortcode which is advertised on pack. Bonus entries are awarded to consumers who submit information of interest which Brandtribe™(Techsys' intuitive data hub) does not already know about them e.g. name, gender and birthday. All reply copy is customized based on the number of entries a consumer has submitted.
The SMS line has enjoyed close to 16 000 interactions from 5 000 consumers, despite only having been live for 2 weeks.