The South African market saw a groundbreaking innovation from the popular SHIELD deodorant brand giving away free talk time to everyone to call their loved ones anytime for free. But before connecting calls, SHIELD played a small but catchy and interactive 15 seconds Audio Ad to incite these users to redeem a 15% discount coupon try the new SHIELD on promotion in-store
Every time a SHIELD customer or their friends will want to make a quick free call using this service, they will first have to listen to a 15 sec. SHIELD Audio Ad (with coupon request call-to-action) and then get automatically be connected to their loved ones to talk for 30 sec. free.
SHIELD audio Ad insert before call connect.
Sifiso receives an SMS at the end of the call: “You too can call a friend for free. Dial *134*130*Friend Number#”
•Sponsored Calls is a very appealing offering for consumers to engage with the brand and grab their attention. • CAMPAIGN VIRALITY:
•40% WOM viral conversion is very high.
•The high WOM is due to the appealing message sent to calls receivers to also join the campaign and make free calls. • CAMPAIGN MECHANICS:
•Consumers easily understood the mechanics of dialing the USSD string to call their friends for free.
•Less calls were originated from the SHIELD mobisite.
•Effective way of delivering branded messaging to target consumers
•Should be clear regarding call duration for consumer expectations
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