Home Page ContentPress Releases Local Mobile Marketing Association members Yonder Media and Brandtone show case South Africa Talent on a Global Platform, The Smarties 2013

Local Mobile Marketing Association members Yonder Media and Brandtone show case South Africa Talent on a Global Platform, The Smarties 2013

by david.nunes

Local MMA SA members Yonder Media and Brandtone show case South Africa Talent on a Global Platform, The Smarties 2013

The Smarties is the only awards program that recognises best in class mobile work from around the world. The winners were selected from a competitive field of entrants, all of which demonstrated innovation, creativity and bravery across the mobile marketing and advertising ecosystem. The MMA assembled a collection of industry visionaries to form the Smarties jury with the task of identifying the winning work. With submissions from over 36 countries, the Mobile Marketing Association (MMA) announced the winners of the Smarties to culminate its annual mobile conference, SM2. “We are so proud to see our South African innovation being showcased and recognised globally in these campaigns – creative flair with measurable results… proving that Every Moment is Mobile, especially in South Africa!”, says MMA SA Chair, Candice Goodman.

Local mobile agencies Yonder Media and Brandtone have proven that local talent compares to the best globally, each winning a coveted Smartie respectively for their creativity and clever use of the mobile platform.

Yonder Media took home a bronze for their Hungry Lion Mobile Coupon campaign in the Channel/Media Strategy Awards, Cross Mobile Category. The campaign saw Hungry Lion target mass-market South Africans. Irresistible mobile coupons, giving away 1 million free ice-creams on Monday’s and Wednesday’s, as well as other very attractive deals. The journey was seamless, from the mobile coupon issuing through to the redemption of the coupon in store. Says Rick Joubert Yonder Media CEO: “The Hungry Lion case study is a great example of how mobile can be effectively used to both integrate and measure promotional activity across mediums – not to mention the actual coupon redemption process itself!”. The campaign received more than 1.1 million unique user engagements. Over 1 million coupons were issued and 50.8% were redeemed. Of this total 33% were thanks to mobile media placements with the balance originating in a variety of traditional and in-store media. View the full case study here: http://www.youtube.com/watch?v=3fhjT4T8sv8

Brandtone partnered with Unilever Foods in 2012 to create the first mobile marketing campaign for Knorr Soup. The intention was that this campaign would change the landscape of marketing for Knorr packet soups in South Africa and take Knorr’s conversation with their consumers to the next level by engaging in a two way conversation with the target market. Brandtone’s platform ensured that valuable consumer insights were gathered as part of every interaction, generating a database of loyal and engaged consumers. Brandtone Chief Executive for Africa, Lynne Gordon, says of the campaign: “Knorr Soup in every Stew created a highly engaging & rewarding brand interaction for over 3.5 million moms cooking sishebo’s for their families. Brandtone are thrilled & proud to be part of the campaign’s success!” The size of the campaign database exceeded its target by over 400%, engaging 4 million unique consumers (from a target of just over 750,000) and Unilever is now able to communicate directly with these audiences. View the full case study here: http://www.brandtone.ie/case-study/knorr

MMA SA are proud to have these two agencies as part of their membership base and look forward to seeing what future creative innovations they have in store for the global mobile community.

For more information on the Mobile Media Association of South Africa, please email info@mmasa.org.

Every Moment is Mobile! To keep your finger on the pulse of mobile marketing in South Africa. Get the latest mobile stats, case studies, insights about Africa, training and specials on events like this supported by the MMA of SA…Join our local MMA community for FREE at www.mmasa.org

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