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Case Study / Coca ColaBoosting soft drink purchases in Nigeria

Campaign ObjectivesCoca-Cola used the Etisalat EasyAdz service enabled by Optism to drive awareness of their mobile enabled ‘Open and Win’ campaign and encourage participation through purchase and a high level of quantifiable actions. Participants were also encouraged to visit the campaign website to find out more and to forward the campaign link to friends - adding a viral, social media element.

Campaign ResultsNearly 200,000 messages were delivered in a 12 hour period, with over 41,000 responses. The campaign drove strong engagement with an overall campaign response rate of 21%. The most engagement came from the 18-25 age group, a highly desirable target audience for beverage companies, with a 35% response rate. Click-through rates of 6.5% were observed showing an effective call to action. The campaign was equally well-received by men and women.

21% of recipients responded to the campaign overall

6.5% of respondents clicked through to the website

35% response rate among the 18-25 age group

Males/Females were equally responsive

Campaign SolutionAn interactive text dialogue message was sent to the opted-in audience to raise awareness of the Coke airtime promotion and drive purchase of Coca Cola, Fanta, Sprite or Schweppes. On purchase, the consumer simply had to look under the crown for a code which they would then text to see if they had won free airtime. On responding 1 or 2, the subscriber was sent a follow up message revealing more about the promotion and/or giving them the option to tell their friends by forwarding the campaign url.

Replying to any dialogue message is always free.