Case study for Tanzania Broadcasting CorporationTanzania
Broadcasting Services is the leading public broadcaster in Tanzania. They are working towards changing the perception of the channel. They would like to position themselves as a modern television station that is in touch with changing needs of the market thus enhancing its value proposition to both viewers and advertisers.
| CLIENT NEED | Change the perception of the channel from state broadcaster to serious player in the market Position themselves as a modern television station that is in touch with the changing needs of the market.Enhance its value proposition to both viewers and advertisers. |
| CAMPAIGN GOAL | Have viewers in the campaign reconnect with TBC Create database that can be used by TBC to announce new programming or campaigns via SMS broadcasts,Brand extension via Mobile |
| CAMPAIGN MECHANICS | PUSH created a soap opera SMS highlights service around one of TBC most popular soap opera programs Viewer sees advert and is prompted to send a keyword to join the highlight service. Viewers send the keyword TBC 1 to 15551 and receive highlights of the next episode via SMS .Another call to action was imbedded in the reply message which prompted viewers to send another keyword to receive even more information about the program. Campaign generated 700,000 messages, Database of over 150,000 unique users created.TBC has since used this database to promote various new programming and to launch new SMS campaigns.TBC is now seen as a more relevant and serious player by both viewers and advertisers |
Unilever - Royco Campaign Case Study
| CLIENT NEED | Create awareness for Royco brand and the new flavor Create the perception that it is the favourite spicy gravy mix for cooking. |
| CAMPAIGN GOAL | Re-establish existing awareness for Royco as the leading beef flavour gravy mix in the market since 1978.Have participants in the campaign acknowledge that Royco is the best flavor gravy mix for cooking.Create database for Royco campaign participants which can be used for future campaigns as Unilever continues to set standards as a leader in brands. |
| CAMPAIGN MECHANICS | Participant sees advert and is prompted to send a keyword to join the quiz.Participant then receives the phrase, Royco is the best flavor for your food for which upon answering correctly/positively, the participant receives a Royco ringtone and then moves on to the next question After 5 correct answers the participant is entered into a daily quiz and one lucky winner is chosen for the daily prize.Exposure to the campaign led to the following .Approximately 95,000 responses to the first question during the whole campaign.25,000 unique users with 18,000 completing full questionnaireUnilever is now able to use the same database for more campaigns for Royco and other brands. Voxiva, Inc. is an international health-focused technology company headquartered in the United States and providing health-related technology solutions in various countries in Africa. In Tanzania, PUSH is Voxiva’s main service provider for SMS / Voice Gateway and Bulk SMS services.Voxiva and Push are working together to supply an SMS-based management system to Population Services International (PSI) that will enable it to manage its service providers network. This system will support PSI Tanzania’s new program that aims to promote the use of long-term methods of family planning, namely IUDs and Implants, among women of reproductive age in Tanzania. Using PUSH’s SMS Gateway, PSI’s service providers are submitting reports on product distribution via SMS to a toll-free short code hosted by PUSH. Incentives in the form of airtime credits are sent to PSI’s service providers using PUSH’s airtime transfer solution. |
SMS FOR LIFE
PUSH is working with Novartis, Vodacom Tanzania, and Vodafone Group International powering the SMS for Life project in Tanzania. Part of the Rollback Malaria initiative, the SMS for Life’s system sends weekly automated SMS messages to staff at participating healthcare facilities, prompting them to check the stock of anti-malarial medicines, and reply with an SMS that includes detailed stock levels. These messages are collected in a central web-based system that provides the District Medical Officers and other users with stock level information accessible via the Internet or their mobile phone.
This information allows District Medical Officers to re-distribute lifesaving malaria treatments to where they are most needed, as well as coordinate emergency deliveries to health facilities if necessary.Three districts in Tanzania - Lindi Rural, Kigoma Rural and Ulanga - were involved, covering 129 health facilities and 226 villages, representing 1.2 million people.In Lindi Rural, stock-outs were completely eliminated in all 48 facilities by week eight of the pilot, a major improvement from 57% of facilities not having all malaria treatments at the beginning. Kigoma Rural increased availability from 7% to 53%, and Ulanga increased availability from 13% to 70%.
