Drive awareness of the Sunlight 2 in 1 with Smartfoam product and its main benefit of saving water whilst driving an ambient fragrance reinforcement. The second objective was to gamify water saving tips and educate the consumers on ways to save water, resulting in fresh water donated to Cape Town.
Sunlight launched the new Sunlight Smartfoam 2 in 1 with Smartfoam product into the South African market. The washing powder uses less than half the water of normal washing powders and the grey water can be used for watering plants. The new Sunlight 2 in 1 with Smartfoam product also has an incredibly lingering ambient fragrance that needed to be reinforced to the consumer. The challenge was to communicate the new Sunlight 2 in 1 with Smartfoam product to the target market and to inform them of the water saving properties of the product. Since water is a very scarce resource, and a significant portion of the target market does not have access to running water, thus a water saving product and water saving tips are crucial information to communicate. The Western Cape province and the major city in the region Cape Town, is currently faced by a crippling drought with day Zero (when the water runs out) imminent, and water saving is crucial for the country as whole.
Bespoke mobile games for Sunlight Washing powder were created, customized to educate players on the product, to incentivise desired behaviors, educate the players on water saving tips, and inspire customer loyalty. More than 60% of South Africans still use feature phones and have no access to mobile gaming apps. The game was made accessible to these millions of consumers, using USSD technology to create games that do not require a smart phone or data. USSD (Unstructured Supplementary Service Data) is a Global System for Mobile(GSM) communication technology that is used to send text between a mobile phone and an application program in the network. USSD is still widely used in countries where smartphone penetration remains low. An average of 27.6 million unique users every month visit South Africa’s 2 largest operator’s USSD star dial menus. Digitata Insights’ sponsored USSD games are free-to-play, inter-active, text-based games. No costs are incurred by subscribers, no data needed, and no app downloads involved. USSD sponsored gaming is available to users of all types of mobile phones, from basic, through feature to smart phones. The Sunlight Smart Water USSD Game was made available to the players in their language of choice, and the game was available in English, Afrikaans, Zulu, Xhosa, and Sotho. In addition to the USSD, a smart game version of the game was also developed to reach the smart phone, tablet and desktop users with a graphical and animated WebView-based version of the USSD game. The smart game was only available in English.
The USSD game was hosted on South Africa’s two leading networks, Vodacom SA and MTN SA. Between the two networks 27.6 million subscribers dial the USSD main menus per month where the USSD short codes for the games were hosted. The USSD game was promoted with a PCM (please call me) blast of 1 000 000 messages promoting the game. Self-discovery on the USSD strings and word of mouth promoted the game further. The Smart game was promoted on social media, as well as a SMS blast to the USSD users informing them of the smart game version.