In Q2 of 2021, Vodacom Tanzania launched ‘Voda Bima,’’ a service that allows customers to access insurance products through their M-PESA app for the first time. Vodacom briefed Mdundo.com to increase awareness of the service as well as drive subscriptions among its users in Tanzania.
Objectives:
Drive awareness of the Voda bima service among Mdundo users in Tanzania
Drive subscription to the service among Mdundo users in Tanzania.
The Solution
We deployed a 15 second audio ad targeted at the 3 Million users in Tanzania to drive awareness of the service, giving instructions on how users can subscribe through a USSD code. To get further details on the service, we placed banner ads on the mdundo.com DJ mixes page in Tanzania, pointing to the service landing page.
To support the awareness drive, we leveraged on our social media presence as well as those of our upcoming artistes' in Tanzania to amplify the campaign messaging.
Through our brand lift tool we continuously monitored the campaign performance, providing real time insights to the Vodacom team, to ensure maximum impact. The brand lift tool tracks brand health among our users across the consumer purchase funnel, based on the following metrics; Awareness, consideration, favorability and purchase intent.
Campaign Results
+76% increase in Purchase Intent (2.5 Million potential customers)
+22% increase in Favorability (679,000 potential customers)
+72% increase in Awareness (1.5 Million potential customers)
+19% increase in Consideration (485,000 potential customers)
+55.1% increase in overall brand lift score
Major Learnings
The 15 second creative direction of the audio ad, had a clear call to action and step by step process on how to sign up to the service in an easy to understand language (Swahili). The social media push, through the mdundo platforms and those of our upcoming artistes worked well in supporting the awareness drive of the campaign.
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