Econet Zimbabwe in partnership with JUSTPALM.com launched in February 2015 one of the largest mobile marketing campaigns aimed at helping brands connect with their consumers, engage with them and convert them to shoppers.

1. UNILEVER ZIMBABWE
SPONSORED CALL CASE STUDY
Buddie Free Call

2. Zimbabwe Media
is mostly traditional
(Print, Radio, Billboards and local TV)
Which are unmeasurable,
untargeted & old fashion.

3. Zimbabwe
Mobile penetration
+104%
Massive potential:
> targeted ads,
> measurable results,
> broad innovation.

4. The first
BIG
question:
How can we leverage the
ubiquitous mobile penetration
in Zimbabwe to catch
consumers’ attention
towards Unilever brands?

5. Second
BIG
question:
How can we leverage
mobile to stimulate
consumers to engage with
Unilever ads and grow
brand awareness?

6. Last
BIG
question:
How can we leverage
mobile to smartly push
consumers to buy Unilever
products and grow sales in
an measurable way?

7. 7
Sponsor Econet prepaid subscribers’
calls to snatch their attention.
Proposed Solution

8. Buddie Free Call, is an open telephone
line sponsored by various brands which allows
Econet prepaid subscribers to call their loved
ones for free provided that they opt-in to listen
and engage with short Ads from
those sponsoring brands.
BUDDIE FREE CALL

9. HOW DOES THAT WORK?
Every time a Buddie Free Call
subscriber will want to call their loved ones using
this open line service, they will first have to
listen to a pre-selected 20 seconds radio
Ad (with a Call-To-Action) then
after get automatically connected to
talk to their loved ones for 30 seconds free.

10. Pretty Charles
Unilever
Radio Ad
insert.
Pretty dials on Econet
*154*0774561234#
Charles receives a call from Pretty
and at the end of the call he
automatically gets a SMS:
“You too can call a friend for
free. Dial *154*Friend Number#”
USER JOURNEY

11. Buddie Free Call Demographic is
Young, ready to try new things, very influential within
their communities and
has a sizeable purchasing power.
55% Male & 45% Female

12. 8% 45% 27% 11% 7% 2%
Their occupations:
> University students, newly graduates (18 to 25 yrs.)
> Semi-professionals (26 to 34 yrs.)
> Experienced professionals (35 to 44 yrs.)

13. 13
Unilever Zimbabwe
CAMPAIGN CASE STUDY

14. *154* Your Friend’s Number#

15. *154* Your Friend’s Number#

16. *154* Your Friend’s Number#

17. •200,295 REGISTERED USERS (AGE, GENDER) [USER PROFILING]
•366,816 TOTAL SPONSORED CALLS [AD IMPRESSION]
•45,407 ISSUED SMS COUPONS [CONSUMER ENGAGEMENT]
•12.3% COUPON REQUEST RATE [AD ENGAGEMENT]
•2,000% USERS GROWTH IN 14 DAYS [ADVOCACY]
CAMPAIGN PERFORMANCE

18. BUDDIE FREE CALL ADVERTISING CHANNEL
• Buddie Free Call is a very effective way of delivering advertising to consumers
compared to traditional advertising.
• Buddie Free Call offers the additional benefit of serving Ads only to target
demographics. Hence, ZERO wastage!
CAMPAIGN VIRALITY
• The campaign amplified itself by 2,000% in just less than 14 days.
• This user growth shows a remarkable demand for this service among mobile
users.
COUPON REQUESTS RATE
• 12.3% Coupon Request Rate (or Click-Through-Rate) is one of the highest in the
digital marketing industry and certainly the highest in the Zimbabwe market.
• Any other media (TV, Radio, Print, etc.) have a maximum of 3% Coupon Request
Rate.
CAMPAIGN MECHANICS
• Consumers understand the mechanic of dialing the USSD string to call their
loved ones (i.e.: *154*Your Friend Number#)
LEARNINGS FROM UNILEVER CAMPAIGN

19. For Buddie Free Call Media
Booking or general information,
contact us:
Web: www.justpalm.com
E-mail: info@justpalm.com
Tel: +27 (0) 10 035 1111
Skype: JUSTPALM.com
JUSTPALM.com is the Service Provider and exclusive Media Sales Partner
for Econet Buddie Free Call.