Benny & Davita Activation Campaign in South Sudan

The Strategy

To address these challenges, we designed a multi-faceted activation strategy centered around *localized market activations, **incentivized consumer engagement, and *product sampling. Here’s how we did it:

1. Key Messages:
   1. *Benny: Highlighted its versatility as a stock, marinade, and condiment, with the tagline *”Live with Mo Flava.”
   2. *Davita: Emphasized its variety of flavors and affordability, with the tagline *”Spread the Jolly.”
2. Activation Mechanics:
   1. Instant Prizes: Consumers who purchased 10 Benny sachets or 4 Davita sachets could spin a wheel to win instant prizes like caps, T-shirts, and shopping bags.
   2. Grand Prizes: Shoppers who bought full packs of Benny or Davita dispensers were entered into a daily draw to win high-value prizes such as pots, store vouchers, gas bottles, and wheelbarrows.
3. Localized Market Activations:
   1. We conducted activations in high-traffic markets like *Gudele, **Munuki, **Konyo-Konyo, and *Sherikat, tailoring each event to the local community’s preferences and routines.
   2. Product sampling and interactive activities were used to engage consumers and create memorable brand experiences.
4. Roadshow Rig:
   1. To overcome market setup delays, we adopted a mobile roadshow rig, reducing dependence on permanent setups and ensuring flexibility in execution.
5. Consumer Education:
   1. Addressed health concerns and price sensitivity by communicating the value and taste benefits of Benny and Davita through personalized sampling and localized marketing efforts.

The Execution

The campaign ran over *12 days, from *November 18th to December 21st, 2024, with activations in multiple markets across South Sudan. Here’s a snapshot of the execution:

• *Total Reach: Over *20,000 interactions across markets, with 10,159 consumers reached through sampling and activations.
• Sales Performance:
  • *Benny: Sold *19,402 units cumulatively, with the best-performing market being Nyakuruon (3,822 units sold on December 3rd).
  • *Davita: Sold *4,029 units cumulatively, with the best-performing market being Konyo-Konyo (430 units sold on December 10th).
• Consumer Engagement: The instant prize mechanics and grand prize draws were highly effective in driving participation and excitement.

The Results

The campaign delivered outstanding results, exceeding expectations in both brand engagement and sales:

• *Increased Sales: Significant uplift in sales for both Benny and Davita, with Benny selling *19,402 units and Davita selling 4,029 units over the campaign period.
• Enhanced Brand Awareness: The localized activations and product sampling successfully increased brand visibility and recall.
• Consumer Satisfaction: Instant prizes and grand draws were well-received, driving repeat purchases and positive word-of-mouth.
• Overcoming Challenges: By adopting a mobile roadshow rig and addressing consumer concerns through education, we ensured smooth execution and maximum reach.

Key Insights & Recommendations

1. Culturally Relevant Activations: Tailoring campaigns to local preferences and routines is crucial for success.
2. Incentivized Engagement: Prize mechanics and instant rewards effectively drive consumer participation.
3. Flexibility in Execution: Mobile solutions like the roadshow rig can overcome logistical challenges and ensure campaign continuity.
4. Consumer Education: Addressing health concerns and price sensitivity through personalized sampling and localized messaging builds trust and encourages trial.

Conclusion

The Benny and Davita activation campaign in South Sudan is a testament to E & M Creative Agency’s ability to deliver results-driven, culturally relevant marketing solutions. By combining localized strategies, incentivized engagement, and innovative execution, we not only achieved our client’s objectives but also created lasting brand impact.