Malaria is a serious matter, particularly when one considers that it kills a child every 30 seconds. RAID Insect Killer, embarked on a campaign to broaden the awareness of Malaria and to raise funds for the treatment and prevention of the scourge. RAID’s objectives for this campaign were to:

• Increase awareness of Malaria
• Increase sales of RAID
• Develop a symbiotic link between RAID and Malaria prevention
• Raise funds for combating Malaria.

Within the campaign, RAID undertook to donate 25cents for every 300ml tin of RAID Aerosol sold during a two-month promotional period. (15 Feb to 15 April). In order to add value to this campaign and to penetrate the market more effectively, RAID engaged the services of Yonder Media to create and drive a mobile media campaign.

Aside from the creation of the RAID mobi site (myriad.mobi), Yonder assisted with the development of the mobile media strategy to ensure campaign effectiveness and penetration.

“We selected “Please Call Me” messages as well as banner ads on various mobile sites for the creation of awareness. In addition to this, we sent out highly targeted SMS messages to an opt-in database,” says Fiona Smit, of Yonder Managing Director of Yonder Media.

All the messaging carried links to the mobi site. The mobi site carried additional information about Malaria, critical tto the target market with a focus on information such as: “How do you know if you have Malaria? Where are the high-risk areas? How to protect yourself? and Where can I find RAID?” The latter item was linked to the customer’s mobile phone and to Location-based services and directed the customer to the nearest Checkers store.

“Initial measurement of the achievement of the objectives is extremely exciting,” says Smit. “We have had a substantial response to the campaign with a large incidence of click-throughs to the mobi-site. In fact, the average time spent on the mobi-site is approximately 9 minutes, which means that the customers are taking in a lot of the information available on the site. Directing customers to their local Checkers store using Location Based Services has also been an excellent enhancement to this campaign and the feedback from Checkers, who contributed to this element of the campaign, has been extremely positive.”

The use of mobile media within this campaign allowed RAID to get a far more focused and intense message into the hands of their customer than any other medium would have done. And with the high rate of click-throughs and the increased turnover for RAID, it appears that Yonder’s innovation, experience and intellect has firmly convinced RAID of the power of Mobile Media.