Vigo
Tasting Trendsetters
PROJECT DESCRIPTION
Namibia Breweries Limited recently launched Vigo - a product completely new to NBL and to the Namibian consumer. Vigo is a 100% Namibian,non-alcoholic malt based soft drink, available in two exotic flavours – Marula and Wild Orange. Techsys was asked to send a bulk SMS to a 10,000 strong data base of prospective consumers who had tasted Vigo at tastings hosted at various retail outlets in Namibia.
This bulk SMS prompted these trendsetting tasters to enter a competition to win Vigo – either by SMSing Vigo to a shortcode or by accessing a mobi site developed by Techsys. This was an interesting exercise as it allowed Techsys, and its data integration platform Brandtribe, to track which competition entry mechanism consumers preferred (and whether the mobi site was a less popular due to low smart phone penetration).
The campaign enjoyed 4400 interactions from 1500 consumers – an impressive 15% response rate!