Winner of The Inkosi Award, the most coveted of the DMA Assegai Awards, the campaign was developed by Techsys Digital and awarded to The Foschini Group for the ‘Search for Santa’ component of their Christmas Mystery Mobile campaign.
The campaign was activated by a link sent through via SMS, whilst on the Mobi site consumers would ‘Search for Santa’ – a Santa icon hidden in the pages of the mobi site. The component was developed in a way that ‘Santa’ would appear randomly on any given page, encouraging consumers to browse through the mobi site to find ‘Santa’. Once consumers found the clickable icon, they were redirected to an entry page for submission of their details where they could win one of ten x R1000 gift vouchers.
The mobi site received over 131 000 page views from 13 000+ unique visitors with an average of 7.9 pages per visit. The prestigious title was awarded to the entry which excelled in Strategy, Creativity and Return on Investment and with over 365 entries for this Award; it was an incredible victory for The Foschini Group!
