The document summarizes a presentation on mobile marketing in South Africa given at the 2014 Mobile and Retail Marketing World conference. It discusses why mobile marketing is important given South Africa's high mobile penetration rates. It outlines different mobile marketing tactics like SMS, USSD, mobile ads and coupons. It provides case studies of successful mobile campaigns run by brands like Weetbix, KFC and Tastic showing how mobile can engage customers and drive sales. The key to success is starting with basic phones, offering rewards and measuring results.

1. November 5 & 6, 2014
DoubleTree by Hilton Hotel Cape Town
Upper Eastside, South Africa
#MRMW
Organized by

2. #MRMW
Title Sponsor Silver Sponsors Bag Sponsor
Association & Media Partners

3. Translating Technology into Marketing Results
Smart Marketing without a Smart Phone
The WHY, WHAT and HOW to use Mobile Marketing in SA
By Candice Goodman
Twitter @CandiceGoodman
candy@mobitainment.co.za
Mobile Marketing Association of SA
Twitter @MobileInSA
info@mmasa.org

4. The WHY?

5. Mobile has taken SA …
…to this!
Why mobile?
8 million 32 million
From
this…

6. Mobile is… as close as you can get to your
consumers in South Africa!

8. Mobile compared to other Mass Media Channels

11. The core cellphone owner is…
Urban,
Black,
Working,
Female in
Gauteng
Aged 25–
34
in LSM 6

12. Comparative Facts…

14. South Africa is Mocial!
87% of South Africans access Facebook
from a cellphone, 85% for Twitter
Arthur Goldstuck, WWW , Sep 2013
57% of South Africans ONLY
access social media from a
cellphone! AMPS 2012AB

15. –13
87%of South African’s have their
mobiles within arms reach 24/7
WE ARE LIKE THE REST OF
THE WORLD……..

16. 32m Population
Adult cellphone
users (over 15)
87%
Mobile
penetration
rate
41%
Smartphones
Source: AMPS 2013B
A smartphone is a mobile phone with
more advanced computing capability and
connectivity than basic feature phones.
They can add the following
functions: PDA, a media player, a digital
camera, a GPS navigation
unit, touchscreen, web browsing, Wi-Fi,
and 3rd-party apps.
In South Africa we have…

17. 32m Population
Adult cellphone
users (over 15)
87%
Mobile
penetration
rate
41%
Smartphones
59%
Non-
Smartphones
Source: AMPS 2013B
A feature phone, sometimes called dumb phone or basic phone, is a class of mobile phone
used to describe low-end mobile phones which are limited in capabilities in contrast to a
modern smartphone. Feature phones typically provide voice calling and text messaging
functionality, in addition to basic multimedia and internet capabilities.
In South Africa we have…

18. 1b Population
Adults (over 15)
65%
Mobile
penetration
rate
15%
Smartphones
85%
Non-
Smartphones
In Africa it looks like this…

19. Andisa Ntsubane,
Marketing & Communications Lead
Microsoft South Africa.
So we are
different…
Some
people
believe that
technology
will change
Africa…
We
believe…
Africa will
change
technology!

20. The WHAT?
Unpacking the Mobile
Tool Box
From Call to Action
to Reward

21. Calls To Action
SMS Short code USSD
FMS
Mobile Advertising
QR
Codes

22. SMS Short Code
Used a simple SMS Short Code competition across 4 different radio stations in 3 different
languages to promote sales and the product message in localised areas.
2,000 entries daily!
Dedicated
Standard Rated
SMS Short Code

23. USSD
(The most successful mobile
technology you’ve never heard of)
CHEAP
UBIQUITOUS
FAMILIAR
EFFECTIVE
Now
available
FREE

24. Replace this…
with this!
SHELL V-POWER
NITRO+ FESTIVAL>
Find your nearest
selected Shell
Service Station or
Mall in Gauteng to
collect ticket.
Continue (20s/20c)?
1. YES
2. NO
In Gauteng, are
u closest to?
1. SOWETO
2. SOUTH
3. WEST
4. EAST
5. CENTRE –
Jhb
In Soweto, are
you closest to?
1. Jabulani
2. Noordegesig
3. Orlando
4. Tshiawelo
5. ProteaGlen

25. 23
Data Collection
Interaction
FREE to
the user
Auto-detects live vs
voicemail
VOICE
Hot Key
Transfer

26. Mobile Platforms
USSD
Mobile Apps
Mobisite
Facebook

27. Making a site responsive and mobile friendly…

28. Mobile Advertising
A form of advertising that is communicated to the consumer/target via a handset.
This type of advertising is most commonly seen as a Mobile Web Banner (top of page), Mobile Web Poster (bottom of
page banner), and full screen interstitial, which appears while a requested mobile web page is “loading.”
Other forms of this type of advertising are SMS and MMS ads, mobile gaming ads, and mobile video ads (pre, mid and
post roll).

29. Please
Call Me!
(The most popular thing to do on
your mobile phone in South Africa)
FREE…
AD SUPPORTED
40 million sent
every day!

30. The Sender…
sends a Please Call Me
Delivered to
+27833262461
(AD) R50 off selected
ladies tops at exact!
stores till 4Dec. SMS
VIP to 31234
(R1/SMS) to join our
VIP list
Please Call Thabo
+27833262461
(ADVERT) R50 off
selected ladies tops at
exact! stores till 4Dec.
EXACT to 31234
R1/SMS. U can win
1of4 R500 giftcards
The Receiver…
receives it!

31. What do South Africans think of PLEASE CALL ME’s?
• Stats courtesy of

32. REACH
Win a car
SMS your
details
PCM Tagged
Advertising

33. The Reward
Instant Airtime
Mobile Coupons

34. Mobile Coupons
Save
R2.50
ACE INSTANT
PORRIDGE
ASSORTED
1KG
1. GET
COUPON
Visit m.checkers.co.za
Download App
Dial *120*885#

35. NO SMARTPHONES?
(Don’t panic)
SMS
USSD
VOICE
MOBILE WEB
PREPAID AIRTIME
PLEASE CALL ME
MOBILE MONEY
MOBILE COUPONS

36. What works on different handsets…

37. The HOW?
Some inspirational Case
Studies from our MMA
members

38. 36
CASE STUDY
Start with Lowest Common
Denominator
Reward students for engaging
Boston Experience it!
o Boston City Campus and Business College wanted to
reach out to prospective students to tell them about their
new internship programme, Experience it! What better way
than to talk to them where they r @  social & mobile
media!
Through an SMS Short code call to action driving profiling
on USSD, referrals on mobisite (www.experienceit.mobi)
and video uploads on Facebook we generated thousands
of profiled leads sharing and wanting to experience it! This
campaign has short-listed as Best Marketing
Campaign at the 4th Annual Africa Com Awards in
2011.
SMS Short
Code
USSD
Mobisite
Facebook

39. 37
CASE STUDYTriggered by a Missed Call
Give print a voice
With a Free, interactive voice
call back.

40. 38
CASE STUDYUSSD Q&A
INSTANT REWARDS
VOICE PERSONALISATION
 230,000 ENTRIES IN 2 MONTHS
WeetBix’s Beat-Bix: Get up and get down!
o The objective for WeetBix was to reposition the brand as appealing
to the younger market, and incentivize purchase of the Weet-Bix
product. Our solution was to provide a low cost entry mechanism for a
competition on USSD, with an instant unique in-pack code validation,
with a choice of instant prizes for the winners and offering to get a call
from DJ Fresh to record their own personalised wake up alarm tone.
The uptake was fantastic generating over 230,000 USSD entry
sessions in 2 months, where 99.6% of the winners chose airtime
vouchers over music tracks as their preferred prize and creating over
14,000 unique, personalised alarm tones.

41. 39
CASE STUDYFREE
FUN
MEASURABLE
 110,000 ENTRIES!
Shower to Shower’s ‘Live Fresh’ Personalised Ad
o Shower to Shower ran a campaign to “be the voice in our next radio ad!”
Customers had to SMS their bar code to a Short Code and got a call back
with instructions to record their very own ad… then they could share it
with their friends and got them to vote for it to be the next voice on their
radio ad.

42. Hungry Lion Mobile Coupon Campaign
“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!”
Rick Joubert, Yonder Media CEO

43. Mobile Rewards
KFC Coupons
enjoyed by Miners
The aim of the campaign is to reward
mine workers for working overtime with a
R30 KFC meal voucher.
The mine worker’s supervisor is able to
issue the voucher instantaneously. The
perceived value of the reward is more
than the actual cost to the company.
Even with the entry level phones and
literacy levels. The results were
incredible…
Results:
• Over 93% Redemption Rate

44. Knorr in Every Soup

46. Tastic Red Pot
We used a ground-
breaking custom, mobile-
enabled mapping layer
which integrated with
Google Maps, that GPS-
tracked the pots'
movements - in real-time -
showing their individual
journeys, and allowing
users to see diary-posts
and photo galleries at
each stop of a pot's
journey and to enter the
Red Pot Competition.
https://www.youtube.com/watch?v=6qplZlwL7EU

47. Hungry Lion
Bigger Burger Banner
In a bid to find out more about the
Hungry Lion clientele, and build
brand database Quirk Marketing
Agency created an online banner
that literally grew the Hungry Lion
promise the more the user smsed
the number on their screens.
The Hungry Lion Bigger Banner
online campaign allowed users to
make the banners on their screens
bigger, by simply smsing the
number on the banner. The results
were bigger promises, bigger
database and bigger client foot
traffic.

48. Key Success Factors of using
Mobile Marketing in SA
Offer choice starting from the Lowest Common Denominator
Low Cost entry mechanisms
For entry level devices
Offer Reward – Instant gratification!
Mobile Coupons
Airtime
Information

49. Q1 2014
Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747
(R1.50/sms)
47

50. Mobile Radio
Triggered by a Missed Call
Provides selected Red Bull
content on voice.
Global Best in Show

51. Thank you!
• By Candice Goodman
• Twitter @CandiceGoodman
• candy@mobitainment.co.za
WWW.
MMASA.
ORG
Want to know more…
Join us for a 2-day
training and
certification course in
Joburg & Cape Town
in November by
Internationally
Renowned Mobile
Marketer Paul Berney

52. #MRMW
Title Sponsor Silver Sponsors Bag Sponsor
Association & Media Partners

53. November 5 & 6, 2014
DoubleTree by Hilton Hotel Cape Town
Upper Eastside, South Africa
#MRMW
Organized by