1.Business and marketing challenge Because mobile couponing is new to South Africa, consumer education is key to the successful execution of a mobile coupon campaign. Our premise with this campaign was that the best way for consumers to learn was through personal experience and that the experience would increase engagement with future campaigns; that has proved to be true

2. Campaign Objectives Create awareness and encourage engagement via very attractive deals to effectively drive feet to store and maximize the user experience and increase redemption of mobile coupons To get as many of the target audience as possible to know about the daily deals Using very attractive deals to maximize engagement from the desired target market and issue as many coupons as possible Ensure that as many consumers as possible would experience using a mobile coupon in store, actually redeeming the coupon 3. Target Audience 18 to 40 year olds Male and Female Mass Market With an Average Monthly Household Income of between R3 500 R10 000 4. LOOK FOR INNOVATIONINEVERYSTRATEGY Today, the unexpected is what delights the consumer psyche, and shakes off the very real danger of advertising apathy. 5. WHAT DID WE WANT TO DO? We wanted to move someone to do something, thus we needed to connect with them Give them a reason We need to engage, entertain / inform and involve them Thats how they get the desired Target Market to engage with their brand 6. So What Was The Plan? IRRESISTABLE MOBILE COUPON DEALS OPTIMAL USER JOURNEY 1 million FREE vanilla ice creams on Mondays and Wednesdays (To manage in-store redemption volumes) Other attractive deals on alternative days Consumers could get the mobile coupon on the digital channel that they use most A seamless process from first engagement with the media and the mobile coupon issuing, right through to the redemption of the coupon in store Additional User Guiding Information Locate nearest store How to use your coupon an SMS to ensure that you have your coupon with you at all times Share with friends 7. The Deals 8. South Africa Digital Landscape Summary 9. With 128% mobile penetration in South Africa we have more active Sim Cards than people in our country. Mobile was without a doubt the preferred technology to use as coupon issuing channel, however, the majority of the mass-market consumers still do not have access to/prefer not to use the Mobile Internet. The reason for this is mainly due to lack of access to the internet, lack of education on how to use the mobile internet or perception that access (data) costs are too high. For this reason we could not go with straightforward m-commerce for the coupon issuing and redemption - we had to use technology that the majority of our target market is comfortable with and that they trust. 10. Digital Channel Selection Our experience has shown that consumers like to engage in the channel of their choice, this leads to higher engagement rates Due to different handsets and different capabilities of handsets we had to ensure that we cater for all our consumers no matter what handset they owned or the mobile technology/sites they preferred to engage with All the creative in this campaign clicked through to/or had a relevant mobile call to action that the consumer could access with ease to have their mobile coupon issued Off-Line media such as in-store media mainly had a USSD call to action Mobile Please Call Me Ads had a USSD call to action Mxit Splash, Mxit in-App Banners and Mxit Tradepost messages clicked through to a Mxit bot where the coupons were issued Mobile display banners clicked through to a mobi site where the coupons were issued Allowing consumers to engage with Hungry Lion in the channel of their choice gave a high number of unique consumers the opportunity to engage with the campaign with ease and to effectively help to meet the campaign objectives. 11. USSD APP EXAMPLE The dominant mobile engagement technology in the South African mass market is USSD (Unstructured Supplementary Service Data). USSD is a text-based applica on that works on the call-func on of the phone. When a consumer dials a USSD string for example *120*452# a text based session is triggered. Consumers do not need internet access to access USSD - as long as you have a voice signal you can access the session (See PowerPoint and video for examples). With this technology 100% of our target market could get their mobile coupon, no ma er what handset they used. Around 37 800 000 people in SA does not have access to the mobile internet and therefore USSD is the mobile channel of choice for our bo om of the pyramid and mass market consumers USSD (Unstructured Supplementary Service Data). USSD is a text-based application that works on the call-function of the phone. When a consumer dials a USSD string for example *120*452# a text based session is triggered. Consumers do not need internet access to access USSD - as long as you have a voice signal you can access the session. With this technology 100% of our target market could get their mobile coupon, no matter what handset they used. 12. MXIT APP MXit%is%South%Africas%largest%Mobile%social%network%with%7,2% Million%Ac; ve%users%and%over%10%million%registered%users% % % The%MXit%Applica; on%allows%users%to%chat%for%Free%and%also% serves%as%a%content%portal%that%provides%access%to%different% branded%and%content%applica; ons.%%% % The%MXit%target%market%is%highly%engaging% Mxit is South Africas largest Mobile Social Network with 7,2 million active users The Mxit Application allows users to chat for Free and also serves as a content portal that gives consumers access to various branded apps. The MXit target market is highly engaging 13. MOBI SITE With 14 Million mobile internet users in SA The majority of our target market does NOT use the mobile internet. However there are around 3 Million mobile web users that fall 100% in our target market, and for that reason we decided to include a mobile site to the campaign to allow consumers who prefer to engage with the mobile web to get their mobile coupon in the channel of their choice We have 14 Million Mobile Internet users in SA Around 3 million fall within our target market. For this reason we included a mobile web site as an access point /mobile coupon issuing channel for this campaign. 14. The Media Plan Media believes that the recommendation cover all the pre stated requirements for a successful campaign: Drive Involvement = longer exposure Engagement = free frequency The media should add to brand communication & perception Remember that Digital/Mobile is part of every integrated media solution Talkability = free PR 15. Our media selection was made to reach as many consumers in our target audience, in the most cost effective way, to create optimal awareness and effectively issue and redeem as many coupons as possible Various carefully selected off-line media was used with a clear mobile call to action Strategic mobile media placements were made to reach the desired target market See subsequent slides for detail 16. In-Store Media: Tray Inserts with mobile call to action To create awareness and increase engagement amongst the existing Hungry Lion Consumers All the daily deals were listed on the tray inserts with clear USSD, MXit and Mobi Site call to action to encourage consumer engagement 17. In-Store Media: Digital menu panels with USSD call to action To encourage in-store engagement with the campaign at point of sale All digital panels had a USSD call to action to allow consumers to get their mobile coupon while standing at the POS 18. In-Store Media: 21 Piece Bucket Lid with USSD call to action The 21 Piece bucket is a family meal. The Bucket Lids were used to encourage family engagement with the campaign All the 21 Piece buckets had an Ad on the lid with a USSD call to action 19. In-Store Media: T-Shirts & Badges To increase in-store engagement with the consumers about the campaign and to assist with the education process All Staff members wore T-Shirts with the words Ask me about todays FREE DEAL and Badges with the One Million Free Ice Creams message 20. Human Billboards with USSD call to action To create awareness of the campaign and to drive new customers to store to redeem a mobile coupon Billboards were placed around the necks of human promoters who stood on the street corners in a very close radius to the Hungry Lion Stores 21. A5 Posters inside Group Retailer Shoprite Hungry Lion is part of the Shoprite/Checkers group. The largest mass market FMCG retailer group in SA. A majority of the Hungry Lion outlets has a Shoprite store next to the QSR & Shoprite attracts the same consumer as Hungry Lion. Perfect Target Audience match All posters had a USSD call to action to encourage consumer engagement and to drive feet to Hungry Lion Stores 22. Shoprite Radio Retail A 25 Ad was placed on Shoprite Radio Retail To attract the Shoprite consumer to engage with the Hungry Lion Campaign and effectively drive feet to the Hungry Lion store post their Shoprite shopping 23. Mobile Media: Please Call Me Ads with USSD call to action PCM Ad Example In SA the Vodacom Network PCM Service has 14 Million Unique users that send 40 million PCM messages per day. The majority of the PCM users fall within the R3 500 R10 000 monthly household income bracket. Perfect Target Audience Match for Hungry Lion Please Call Me is a FREE service that the SA mass market use to send a FREE message to friends/family, asking the friend/family member to call him/her back. Both the sender and the receiver receives a 110 Character text ad when the Please Call Me is sent. For this campaign we added a USSD call to action to the ad to encourage engagement with the campaign. 24. Mobile Media: Mobifun Ads with click to coupon Mobifun Ad Example Mobifun is a USSD based social media platform with over 4 million unique users in the R3 500 R10 000 monthly household income bracket. Perfect match for the Hungry Lion TM 140 character text ad with a very simply and clear call to action. If a consumer replied YES they immediately received a confirmation page and an SMS with a 7 digit wiCode for their Free Ice Cream 25. Mxit ads that Clicked through to a Mxit Bot SPLASH SCREEN IN-APP BANNERSTargeted Mxit full screen splash ads, standard in-app banners on selected apps within MXit and a 200 character text ad in Tradepost that is viewed by all targeted MXit users that log into Mxit on a specific time slot. All these ads clicked through the the Hungry Lion Mxit App MXit has 7,2 million unique active users in SA 81% of the target market match our target audience on age and in-come bracket MXit has a highly engaging audience Mxit gave us massive reach to our target audience at a very cost effective rate TRADEPOST 26. Mobile Web Display Ads on Vodafone Live: Click through to Mobi Site ANIMATED BANNERS Vodafone Live is South Africas largest mobile content portal, available to all Vodacom customers on their mobile phones. Content on the Vodafone live portal includes news, sport, weather, entertainment, games and music. Vodafone live has well over 6 million unique active users. Vodafone Live allowed us to reach a high volume of the Hungry Lion target market at a very cost effective rate We used targeted static and animated banner ads that clicked through to the Hungry Lion mobi site 27. USSD MXIT MOBI SITE To increase in-store coupon redemption - each mobile channel had an option for consumers TO LOCATE THEIR NEAREST STORE from their current location - using MNO triangulation 28. SMS with wiCode To ease the user journey and to ensure that consumers would remember their 7 digit coupon code, we sent them an SMS with the code, every time we issued a coupon. Whether from USSD, Mxit or Mobi if a user engaged with any of these channels to get a coupon they would ALSO get an SMS with their code. We could only SMS the users once we had their mobile number and the USSD, Mxit and Mobi site was used to ask for the users name and mobile number. This has proven to have a huge impact on the redemption % rates 29. Help Section The Help section provided the consumer with information on 1) What is a wiCode? and 2) How to use your wiCode and WiCode is the WiGroup term for the 7 digit code that the consumer reads to the cashier to get their discount. To create a uniform term in the mobile couponing industry, the retailers and QSRs all use the same term What is a WiCode How to use my WiCode 30. The WiCode technology is integrated into the Hungry Lion POS The Hungry Lion POS is integrated into the WiCode Coupon Solution and takes care of all the back-end admin with the coupon In store she reads the 7 digit code to the cashier who enters it into the POS (Point-of sale) system, to redeem the free ice cream or other added value deal. And the end result a happy customer that knows how to use a mobile coupon Constance responds to the call to action on the Advertising Message (PCM for this example) she dials*120*452*2# The USSD text based session opens and Constance gets a 7 digit on the USSD channel as well as an SMS Constance uses the find nearest store option on the USSD channel, and walks to her nearest Hungry Lion Outlet 31. About the wiCode Technology wiCode is a technology platform that acts both as an aggregator and as an interoperable layer between retailers and mobile payment solutions. The platform, a product of wiGroup, has been employed by Shoprite and Checkers, enabling the group to employ its EeziCoupons app, as well as by Pick n Pay and MTN for their Mobile Money system. wiCode enables mobile in-store payments, mobile money transfer, the use of mobile coupons and vouchers, and mobile loyalty. Retailers need only integrate with one platform, and once implementation has been completed, the wiCode platform will pair any offering triggered from any mobile device to their systems. 32. USSD MXIT MOBI SITE To encourage viral growth, Hungry Lion gave away a daily 21 Piece bucket to one lucky consumer who shared the offer with their friends. The daily winners name was then displayed on the mobile channel (USSD, Mxit and Mobi) on the next day Incentivized Viral Growth 33. The campaign awareness and engagement objectives were met with More than 1.1 million unique user engagements Over 1.2 million visits to the USSD App Close to a 100 000 visits to the Mxit App and 5 500 visits to the Mobi site 19 304 visits to the How to use your coupon section Over 20 000 consumers used the store look-up tool and 42 000 consumers shared the FREE deals with friends 34. The coupon issue and redemption percentages were phenomenal 35. 1,083,660Coupons Issued 550,392redeemed The campaign showed a 50.8% redemption rate. This is record breaking when compared to the industry standard of paper coupons in SA at a redemption rate of 2-3% Number of Ice Cream Coupons issued and % Redeemed 644,979 (57,6%) Number of other deals issued and % redeemed 438,681 (40.8%) The campaign objective to drive feet to store and increase redemption of mobile coupons was met with 36. Daily deal Result Summary 37. 31 206 397 mobile media impressions were served and 357 963 coupons were issued from the mobile media placements 33% of the coupons issued were from the mobile media placements 74.7% of the coupons where issued from the USSD channel. Off-Line media with mobile call to action as well as the PCM & Mobifun placements were our most successful media placements. With the other 25,3% coming from MXit and Mobile Web Media Stats 38. Database Growth The Hungry Lion database grew by 664,200new profiles during this campaign