It’s never easy reaching a fast moving audience with persuasive brand marketing but that’s what Brandscape Marketing and Open Window Productions achieved over 3 days at the sasol rally in Sabie.
It was an impressive spectacle from start to finish. Open Window were briefed by the client and partnered with Brandscape and Fabrigraphix to deliver a truly memorable occasion for all attending the sasol-sponsored event.
The result? A high impact brand experience with a mechanic that incentivised people to visit the experience, and collect data for follow-up communication with visitors.
Open Window and sasol recognised the power of proximity marketing in this traditionally difficult environment and tasked Brandscape with delivering added value, sasol branded, rich media directly to the mobile phones of Rally enthusiasts.
Five sasol branded promotional staff wearing Hypertag proximity marketing devices travelled between the key spectator points and invited fans to interact with the Hypertag using their mobile phone by activating the infrared or Bluetooth on their handset and pointing it at the Hypertag. Participating spectators could then download a sasol 2D Barcode win voucher followed by 3 animated sasol rally car wallpapers.
The Win Voucher drew spectators to the massive sasol techno oils centre dome where they scanned their 2D Data Matrix Barcodes at Brandpoint units to redeem their prize. They of course went on to experience the brand intrinsics of sport, science and art in the sasol techno oils centre dome.
Brandscape MD, Damian Hardy says, “When it comes to taking an experience to the consumer, you can’t beat Hypertag as a battery operated wearable proximity marketing device. We were able to get to the crowds quickly, interact efficiently, using either the Bluetooth or Infrared options available, and drive them to the main brand show at the sasol techno oils centre. Combined with our Brandpoint scanners, Hypertag is the perfect traffic driving tool.”
Of the 3,354 content downloads, 1055 were from individual handsets detected by the Hypertag, an impressive 68.24% chose to accept content. Of those, a further 49.87% took their vouchers to the sasol techno oils centre to redeem their prize. This data indicates that rally fans were keen to have a protracted engagement with the sasol brand with 10% of individuals choosing to interact on more than one day of the rally.
Gordon Parkin, Brandscape Creative Director says, “The whole event experience is heightened and becomes more memorable when in addition to great content, people have the chance to win something. The prizes do not necessarily need to be costly because part of the excitement is the anticipation created when spectators download the prize barcode voucher to their phone.
"The added value to Sasol is the opportunity to draw more spectators to the Sasol Dome focal point and gather mobile phone data via the Brandpoint Scanner Units for future brand communication with this target market. The value to the participating spectators is that they have relevant, desirable rich media content on their mobile phones plus the chance to win prizes and it didn’t cost them a cent!”
Hardy adds, “The fact that we are able to report accurate interaction numbers and conversion rates to the client not only provides for accurate ROI calculation and accountability, but also gives key insights into the overall promotion mechanic, and how consumers respond to the brand. The final piece of the puzzle fell into place as consumers were asked to enter their mobile numbers when redeeming, and were sent a courtesy SMS response after successfully scanning their mobile barcode.”
“Brandscape has built up vast expertise over the past 2 years and are unique in our ability to design, produce and implement highly successful proximity marketing activations into places where other providers cannot venture. Hypertag and Brandpoint technology are robust and best of breed providing brands with a wireless mobile media platform to deliver ‘freemium’ high quality content that enhances the consumers’ brand experience.” Says Parkin.
About Brandscape Marketing
Brandscape Proximity Marketing offers its clients innovative and personal solutions for effective consumer communications across a full range of digital and mobile marketing services. Services include development of mobile campaign strategy, Narrow Cast proximity Bluetooth media, promoter training, event management and comprehensive data reports across all mobile channels.
The company builds on its experience and expertise of location-based advertising, innovation and foresight while offering clients trusted and best of breed mobile marketing solutions. Brandscape partners with clients to create innovative, intelligent, hard working consumer activations that are cost effective, compelling, measurable and accountable.
Brandscape, Open Window Productions and Fabrigraphix work closely together to deliver high-impact experiential, event and mobile marketing solutions
Gordon Parkin, Creative Director
Damian Hardy, Managing Director
Telephone +27 (0) 21 790 7476
email: email@example.com or firstname.lastname@example.org
Alan Milne, Managing Director
+27 (0) 21 422 2942
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