National Consumer Promotion
The digital campaign was conceptualised by The Jupiter Drawing Room (Cape Town) and developed by Techsys Digital to promote the re-branding of the Windhoek Lager, Windhoek Draught and Windhoek Light trademark packaging.
Spanning just under two months, the campaign attracted entries from over 115 000 unique consumers, which translates to 10% of the adult Namibian population.
The campaign was built on the innovative BrandTribe™ messaging platform that seamlessly enables integrated campaigns across multiple-countries and multiple digital channels (Facebook, SMS, mobi site, USSD, Mxit).
The on-pack entries utilised Reactive SMS Technology (by BrandTribe), which optimised consumer interactions by customising the reply copy based on the amount of entries submitted; time of day; the variant purchased as well as the incentive each market was reacting most positively towards.
Rich consumer data was gathered and integrated seamlessly into the Windhoek Beer database, including channel opt-ins, their favourite product variant, consumption habits, as well as the name and age of an incredible 30% of consumers. The extensive database and inherent insights gleaned from this successful campaign will foster a more holistic understanding of Windhoek's target market, and enable continuous campaign optimisation.