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18th MTN South African Music Awards
Roll out the Yellow Carpet
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Challenge
Facing the aftermath of several difficult years and an increasingly critical audience, the 18th MTN South African Music Awards (SAMAs) needed to re-establish credibility with the South African public.
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Strategy
In order to reignite the passion of South Africa’s music fans, Praekelt took the SAMAs to the people – engaging with them directly through revitalised YouTube, Facebook and Twitter pages and delivering exclusive content that was entertaining and relevant.
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Results
As of the night of the awards, the Facebook page had grown by 34% and Twitter followers had increased by a dramatic 158%. With the help of these highly engaged followers, the SAMAs trended both locally and globally. Today, long after the lights have dimmed, the conversation is as lively as ever and the SAMAs are once again a vital and essential part of the cultural landscape.
twitter.com/MTNSAMA
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Airtel
Airtel Football
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Challenge
One of the largest mobile network operators in Africa, Airtel came to Praekelt with a brief to build a social community that amplified and leveraged Airtel’s sponsorship and support of football across the continent.
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Execution
Praekelt launched Airtel Football, a standalone, device-responsive site, in 17 different African countries and in two different languages. Incorporating live football news feeds from international content providers, the site and it’s various instances deliver rich, engaging content in an environment that encourages social sharing.
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Cross-platform
Taking advantage of the device-responsive possibilities of our own platform, Jmbo, and HTML5, the Airtel Football site is accessible on mobile, desktop and tablet and is supported by a Facebook page with a custom-built application – all controlled through a single content management system.
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Jmbo
The Airtel project is our first multi-territory deployment of Jmbo, our purpose-built mobile content delivery platform. Created using open-source, scalable technologies, Jmbo is built for emerging markets and allows for a multitude of users to access valuable services and content regardless of their device.
www.airtelfootballmania.com
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Nampak
Cuddlers
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Challenge
Despite 27 years of selling nappies in South Africa, Cuddlers was struggling to make a real connection with consumers. Over the past few years, however, the Cuddlers team has been collecting contact details from thousands of mothers across the country, with their permission. Cuddlers came to Praekelt to ask us to find a way to put these details to use in building better relationships and increasing brand loyalty.
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Insight
Pregnancy, Childbirth and the first few years of a child’s life are joyous periods in a woman’s life, but they can also be confusing and lonely. Recognizing that many South African woman are cut off from reliable sources of information and sometimes isolated while caring for children we believed there was an opportunity to allow mothers to reach out and support each other.
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Execution
Reaching out to the thousands of women Cuddlers had collected details from, we invited expectant moms and parents from every walk of life to join Cuddlers Cuties – a social network accessibly through a mobi site and facebook page that provided users with helpful tips and advice on every state of pregnancy and childcare. More importantly, the network allows mothers to connect to seek support and advice from people they really trust – other mothers.
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Link to Pack
Users of the platform are now also able to submit unique codes from packs of Cuddlers nappies in order to earn points which improve their chances of winning daily, weekly and monthly prizes. Integrating traditional code promotion mechanics (SMS) with the social network creates a direct connection between buying Cuddlers and sharing tips and stories through the Cuddlers community.
m.cuddlers.co.zaapps.facebook.com/cuddlers_cuties
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Diageo
Guinness VIP
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Challenge
With a history of more than 50 years in the country, Guinness has become Nigeria’s favourite stout. In fact, Nigerian men are such fans of the ‘black stuff’ that the country is the world’s largest market for Guinness. In order to maintain its position and to appeal to a new generation of consumers Guinness asked Praekelt to explore the ways digital media could give a 250 year old brand a new edge.
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Insight
Nigerian men are passionate football fans, but limited penetration of television and other traditional media means that the latest news, results and gossip are sometimes hard to come by. We saw an opportunity for Guinness to harness the power of mobile to provide football fans with a new kind of football platform, one which also allowed them to express their own opinions.
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Execution
Praekelt launched a mobi site, SMS line and Facebook page, all of which gave Guinness drinkers access to football news, live scores and commentary, columns by notable journalists, live chats with football celebrities and more. Extending across these channels, Guinness VIP is a social network with two great Nigerian passions at its core: Guinness and Football.
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Results
In less than eight months more than 750,000 consumers joined Guinness VIP and we’re now close to a million users on the platform. Brand affinity has increased among loyal Guinness drinkers and the platform provides a valuable tool to convince other consumers of the benefits of Guinness. Praekelt was very happy to accept the Synergy 360 Award for Guinness VIP at the Diageo Marketing Brilliance Awards in early 2012.
www.guinnessvip.com
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Unilever
Friends of Rexona
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Challenge
Many Kenyan women are only just discovering the benefits of anti-perspirants, making the launch of world’s number one selling anti-perspirant, Rexona, a trickier prospect than it might be elsewhere. Unilever tasked Praekelt to find a way to use digital technology to engage Kenyan women
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Execution
Using Rexona’s partnership with Kenyan pop diva, Wahu, Praekelt created a social network around her, using her confidence and success as a springboard to start conversations around looking and feeling strong, fresh and ready to take on the world. On Mobi and Facebook, women shared their stories, read inspiring articles, learned more about Rexona and made real connections.
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Progress
Still in its infancy, the Friends of Rexona platform is already showing significant results with thousands of Kenyan women signing up to share their stories and to learn more about the 'Rexona Dryness Challenge.' The second phase of the project is in development and will launch soon.
m.rexonake.com
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