So you have a brand that is market leader in Naija , you have big news from a marketers point of view , easy you would think , well not so in a cluttered market like Naigeria it's pretty hard to be heard amongst the wallpaper of conventional media !
osmosis in conjunction with Lowe Lagos was briefed to do the " new market stuff for Maltina - make a noise the brief said , stand out - get people talking about new calcium enriched Maltina in a can ! "
So osmosis noted for it's contrarian disruptivations & eager to embrace the challenge of creating a viral / word of mouth campaign for a big brand was put to task !
We chose a buzz activation that would get people talking !
Everyone is a sucker for Secrets !
Are you up for the challenge , can you keep a Secret , do you think men are more reliable than women when it comes to keeping a Secret !
Have you ever been able to keep a Secret , can you be trusted with a Secret
VIRAL CONCEPT :
To generate " BUZZ / WOM - for the new Calcium Enriched Maltina ( as well as the launch of the product in a more user friendly can )
The "DISCOVER THE SECRET ! " campaign has evolved from being a parody of the famous " SECRET ' global phenomenon to take on a life of it's very own .
Seeding is the literal sowing of the idea the seed that generates buzz - importantly buzz can only be generated if you have an idea woth talking about !
Seeding channels can be traditional media like tv , radio , print & outdoor - osmosis takes this a lot further by activating flashmobs , as well as relevant social media like FaceBook , NaijaLounge , Yahoo , Google & twitter ( which is a relatively new powerful buzz generator ! )
Twitter is buzz - Twitter is word of mouth at it's quintessential best !
We embrace the buzz mechanic concept by seeding Maltina & see this as a golden opportunity to interact with our target market by engaging in a dialogue - we favour a pull mechanic through inviting consumers to " DISCOVER THE SECRET ! " with no mention of Maltina throught the activation !
Buzz works best when it's a pull & not push mechanic , for the first time ever in Naija there is an opportunity for people to express themselves - talk back as it were - respond - and react creating a
consumer dialogu !
THE MECHANIC ; DISCOVER THE SECRET !
" DISCOVER THE SECRET ! " is a powerful call to action , by smsing " secret " to 35657 you are bounced back a rather interesting question " WHAT DOES MUICLAC MEAN - SMS ANSWERE TO 35657 "
Should you be one of the bright ones ( like most of the members reading this ) to crack the secret we immediately sms back a " secret code " that invites you to visit www.discoverthesecret.com where you can collect your prize which just happends to be a " I CRACKED THE SECRET ! " dezina t - shirt !
Should you not crack the Secret , we ask if you would like to be sent a big clue - which is the fact that " MUICLAC " is a word spelt backwards - Go figure !
So have you cracked the Secret !
BUZZ ROLL OUT & GESTATION :
The buzz Activation ran for 15 days from early seeding around the 12 th of January culminating in a launch party around 24 th January where over one thousand guests attended in downtown Lagos !
CONCLUSION & BUZZ ACTIVATION RESULTS :
We were blessed with a responce way beyond expectations , within the first week we recieved over 11 769 sms responces to our question " DISCOVER THE SECRET " over 8 765 respondents replied with the correct answere & were rewarded immediately !
Week two proved to be overwhelming with over 20 457 respondents resulting in a total of 18 567 respondents smsing the correct answere !
BUZZ FACTS ;
DISCOVER THE SECRET WEEK ONE : 11 769 SMS RESPONCES / 8 765 RESPONDENTS SMSING THE CORRECT ANSWERE
DISCOVER THE SECRET WEEK TWO : 20 457 SMS RESPONCES / 18 567 RESPONDENTS SMSING THE CORRECT ANSWERE
BUZZ GENERATED FOR " DISCOVER THE SECRET ! " was way beyond client's expectations - we also now have a data base of over 20 457 mobile numbers for future brand dialogues !
Word of Mouth generated through the print , radio , outdoor & sms pull mechanic is immesurable as the brand equity generated by the buzz in the press & on radio is priceless .
Should you wish to discuss this in detail do not hesitate to contact osmosis on firstname.lastname@example.org , where leon & john will be happy to obilge .
thanking you from all at osmosis .