At Saatchi & Saatchi AtPlay, @eshaam
we build exciting digital stuff, welcome!
The African Welcome programme called for us to engage the
youth of South Africa to celebrate the world coming to
Africa by joining the African Welcome Wave.
We asked participants to send us their waves:
Firstly by taking a
1 picture with their arms
to the side.
And lastly by taking
2 another picture with
their arms up.
PARTICIPATING via MOBILE
Mobile Phone Mobile Camera MMS from Mobile
Those who sent us their waves were also entered into a draw to
win 1 of 2 Digital Entertainment Hampers worth R25 000
MXit is South Africa’s
LARGEST MOBILE SOCIAL NETWORK
The MXit application has a global registered
user base of 19.6 million
(with 17 million SA users)
That makes MXit
(About 5x more popular than
Facebook in SA)
and it processes (sends/receives) about
(250M messages per day)
Paying for MXIT ADVERTISEMENTS
Tradepost >> Bandit >> African Welcome
An automated contact that feeds static info.
Broadcast Messages Splash Screen Ads
A need to INNOVATE
ATTENTION STATIC RESTRICTIVE
Because MXit is All a Branded Advertising with
naturally an IM MXit portal offers MXit remains
app, users will is just simple text restrictive.
easily be sorted under a Brands are all
distracted by new menu and users doing the same
messages and may navigate thing in terms of
invites from those through this by process and
who matter on clicking 1,2,3,4 function.
their contact list. etc… Customization!
If the campaign could use MXit the
same way a normal MXit user would
then the campaign would…
RETAIN REACH OPEN A DYNAMIC PORTAL OPEN CREATIVE
Through the Through the ability to Through the
acquisition of talk and send/receive ability to do
“contacts” to/from those contacts more with the
offerings of a
Making use of “Status Updates”
Because MXit is an Application, the moment you exit the app, the contact
goes offline. By using status messages we were able to tell all our
contacts that we were not chatting and despite not chatting, contacts still
knew exactly what to do.
This became especially important during post “office hours”
Despite having all the information communicated in our
PAID FOR MXIT PORTAL and
PICTURES ON THE MOBISITE
The text only portal provided by MXit proved
ineffective and participants were unable to click
through from the portal to the Mobi site.
Because we know that MXit users are already sending
and receiving pictures between their friends,
we followed this exact user process and built
what we like to call…
WE built mobile friendly “flyers” which were
distributed through our MXit Contact.
Making use of “MXit Flyers”
1 2 3
The contact has a Once the contact has After viewing, the
choice to either accepted the contact has the choice
accept or reject the incoming picture, the to save it to their
incoming picture. download starts phone, set it as their
immediately and the profile picture or
picture opens forward it on to their
automatically within friends (contacts).
About 3000 Contacts/Friends
were accumulated on African Welcome’s MXit Profile
Together 52% of Waves received
came from MMS and MXit.
On Average 10 messages sent/received
these included messages from and to African Welcome
Interacting with about 20-30 contacts
per day, including new and already existing contacts.
“I think its an awesome
idea, something that has
never been done before.
I would love to see the
“ It was a great
competition, it also
brought out the
happiness in me. It also
showed that we as
Africans can do funny
but happy things. I
remember when I was
taking pictures, people
thought I was crazy, but
it was fun doing it. More
competitions like this My Wave:
should be brought.
“I know you guys not
chatting now but duty
might not allow me to
chat later! WELL DONE
GUYS! Your initiative is
“ I thought it was a great idea for a competition. I love
entering competitions. I won a Spot Prize and I must
say delivery was quite quick. Well done.
“ It was an awesome
competition and the
prize’s were amazing. It
put a smile on so many
“ It was wonderful but I
wish it will stay longer
next time. Thanks Engen,
You played a big part in