UNILEVER ZIMBABWE

SPONSORED CALL CASE STUDY

Buddie Free Call

Zimbabwe Media is mostly traditional

(Print, Radio, Billboards and local TV)

Which are unmeasurable, untargeted & old fashion.

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

The first BIG question:

How can we leverage the ubiquitous mobile penetration

in Zimbabwe to catch consumers’ attention

towards Unilever brands?

Second BIG question:

How can we leverage mobile to stimulate

consumers to engage with Unilever ads and grow

brand awareness?

Last BIG question:

How can we leverage mobile to smartly push

consumers to buy Unilever products and grow sales in

an measurable way?

7

Sponsor Econet prepaid subscribers’

calls to snatch their attention.

Proposed Solution

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

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.

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

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

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

Unilever Zimbabwe

CAMPAIGN CASE STUDY

*154* Your Friend’s Number#

*154* Your Friend’s Number#

*154* Your Friend’s Number#

•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

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

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.