Diesel, one of the most fashion forward brands around, created a mobile campaign along with CellSmart with the objectives of building and rewarding customer loyalty and generating store specific data which could be used for further communications.

The campaign rolled out on a national level and utlised in store promotion in addition to a mobile medium. The success of mobile was clearly indicated by the results of the campaign. CellSmart provided the call to action and sent out wap pushes to the current Diesel database who within minutes were visiting the site.

Mitsubishi in conjunction with CellSmart worked closely on developing an interactive mobile campaign for the launch of the Mitsubishi Lancer. The campaign was designed around the objective of encouraging consumers to test drive the car in addition to rewarding them for their interaction with the brand. A “pimps my ride” element was included on the site which allowed consumers to design their very own Lancer. They were then able to save their design as a mobile wallpaper or send it on to their friends creating an all important viral element.

loveLife SA’s national HIV prevention programme for young people along with CellSmart launched an international first – MYMsta the worlds first mobile-based social network focused on empowering young people and the prevention of HIV. Not only does the campaign drive awareness but it provides a networking tool to a market who is extremely mobile savvy.

MYMsta goes far beyond text- messaging, and provides functionality typically based on social networks. Youth are able to create and maintain their profiles, join chat groups access information on bursaries and scholarships and get the latest news and views whilst being exposed to important topical information relevant to them. This interactive mobile solution allows the youth to communicate with each other for the fraction of the cost of a normal sms. The success of the campaign has been phenomenal thus far with the youth market being extremely responsive and receptive.

As part of the launch of the Coke BRRR campaign an inventive mobile initiative was created which ensured high levels of brand awareness and added value to the end customer through instant rewards in the form of mobile content. To drive the campaign new mobile media platforms Vodacom V-Live and Mxit were used to drive traffic to the WAP site. Once on the site users were able to download wallpapers, ringtones and videos. Users were also able to enter competitions, view events and learn more about promotions. To ensure maximum reach a tell a friend functionality was included.

Shoprite realizing the potential of mobile utlised one of the CellSmart media platforms Please Call Me for the launch of their new campaign. The objective of the campaign was to build a database of Shoprite consumers. To measure and track the responses to the campaign, a premium campaign allowed consumers who viewed the Please Call Me to sms in to a 5 digit shortcode.

The campaign which ran for a total of 5 days displayed phenomenal results with 56725 responses being recorded. These results highlight the effectiveness of Mobile as a marketing communication tool which can clearly stand up to its traditional counterparts.

Jammit is a mobile chat application that allows users to chat to their friends on their mobile handset for a fraction of the cost of sending an SMS. The service is free to all users and there is no cost involved in using Jammit. The application also encourages brand interaction for users who are able to browse upcoming events, and to download free content.
Jammit mobile chat is one of the first of its kind and it not limited to value creation for the end user only. The application has been designed in such a way that it presents the opportunity advertising and can be seen as a mobile media tool in addition to a customer engagement tool.

The main objectives of the Proton campaign were to drive sales and increase number of lead generated. With this in mind, CellSmart along with Proton developed an interactive mobile campaign that brought information directly to the consumer in an exciting new way using MMS. An easy to use Call2Action campaign was created and included in the above the line media whereby consumers were required to SMS “info” to 33028 a MMS and SMS response was then sent back to the consumer, thanking them for their enquiry and notifying them that a consultant would call them back. The MMS showcased the various vehicles in the range, each of which was allocated another keyword which could be SMSed in a second time in order to receive a brochure on that particular vehicle.

Although a simple campaign in terms of its execution the results speak for themselves. Proton was able to increase the number of leads generated by 500% which is directly linked to the use of the mobile element.

Clover Find the Yaris campaign was created as a positioning exercise for Mr Delivery, making them for fun and hip and drawing attention to their new vehicles. The campaign prompted consumer interaction and participation as they were required to spot these vehicles and SMS the licence plate. Each licence plate was region specific, therefore allowing Mr Delivery to identify exactly where the most activity was occurring and demonstrating the key measurability features of mobile. The campaign was hugely successful with a total of 51 470 entries being received over a short 2 month period.

Hang Ten and Cube utilised the mobile marketing by teaming up with Cellsmart to create an MMS campaign which informed customers of their end of season clearance sale as well as create awareness of the brands. These MMSes brought the brand and the clothing to live as they were full colour and included audio, captivating the target market and holding their attention.

The idea of the campaign was to create attention that would generate interest and ultimately increase and drive sales. The campaign was successful as it not only informed customers about the sale but had a viral effect thereby further increasing sales.

“Thank you very much for the past campaign I did with Cellsmart.  You were very professional and I really enjoyed working with you.” Janine Van Deventer: Advertising Manager Hang Ten / Cube