One million smartphones donated to learners on the African continent. That’s the goal of the #Freedom2Learn campaign by Nelson Mandela’s Long Walk to Freedom Library Project and AG Mobile – powered by a mobile platform built by South Africa’s Silverstone Solutions, who I consult for here in Jamaica.
The AG Mobile ‘Freedom’ smart devices are manufactured in South Africa and are pre-loaded with educational resources and exclusive Mandela content and imagery. But how does the campaign work? Continue reading →
Sloane Jackson (centre) and colleagues at Silverstar Motors celebrate a sales milestone. Photo: Silverstar Motors
Last year, drivers in Kingston would have seen a Mercedes-Benz GLA 250 parked by an intersection with an oversized hashtag on its side. They might not have thought much at first but then they would have seen another, then another; each deliberately parked where slow-moving rush hour traffic could get a good view. Some people even stopped to ask questions.
Local Benz dealer Silverstar Motors would park the vehicles as early as 4:30am in the morning, each Friday for four weeks. Then they moved each vehicle throughout the day and other high traffic locations in order to maintain the surprise. All in an attempt to gain familiarity for a model not yet introduced to the Jamaican motoring public.
“Typical Mercedes-Benz customers who may have bought three or four Benzes in their lifetime were not entirely happy about the concept as you would expect, but the majority including owners and those who’ve never owned a Benz liked it because it was deliberately different, created attention and drew a response – it was the single most successful thing we did last year,” explained Silverstar General Manager Sloane Jackson. Continue reading →
When Digicel Jamaica wanted to find a way to extend their Merry Millions Christmas campaign to engage on social media they turned to us at Silverstone Solutions to find a way – a way that exceeded performance targets within just 11 days of a 25-day campaign.
Our solution was #SocialMillionaire, a mobile web application built on the DigicelMORE Community platform, that allowed people to enter daily content-based challenges and complete them on their favourite social networks to earn points towards a grand prize of J$1million.
“We have over 700,000 customers on social media and this challenge was our way of extending our Merry Millions Christmas promotion to them by giving all our fans a chance to win big while having fun. It was really amazing to see customers finding creative ways to complete the challenges, while getting their families and friends involved,” said Digicel Jamaica Commercial Operations Director, Wenise Davis.
With successive challenges it became a race to the finish on Christmas Day, which accelerated with the addition of bonus challenges including points for referring other users. Continue reading →
Saying mobile is a fast moving technology is a statement all marketers will nod to. Less agreeable would be to say that while today’s customer is mobile, the marketer is slower; sat at his or her desk, contributing to the ‘Mobile Gap’. This gap separates marketers not just from their customers but also from opportunities to connect mobile with other marketing channels.
Research into Caribbean smartphone users on the Digicel mobile network shows that the average user is looking at their screen for 3.8 hours a day. Therefore, mobile isn’t just the first screen, it actually owns an entire day of the week! While marketers are gradually adapting — “This is my billboard!” a smartphone-wielding auto dealership manager recently told this writer — the reality is that many marketers are yet to grasp the disruption taking place around them. Continue reading →