Step Up

STOPOVER ACTIVATIONS

Campaign: Step Up
Touch point: Markets Storm
Period: 3 Weeks
Client: MultiChoice Uganda

Experiential Marketing

The Project

Conducted stopover activations to drive the message ‘Upgrade to the next package on your DStv or GOtv so you can be rewarded with the one above it for that month’ and encouraged customers to ‘Step Up’.

Task

Plan execution logistics; resource planner, mechanics and route plan.

Deployment; team recruitment and training.

Execution; deliver campaign to identified markets and trading centres.

Process

Team recruitment and training.

Local authority permits.

Identifying stopover points.

Route plan

Exec

Results

13,937 total crowd engaged.

267 total customers upgraded instantly.

834 total customers upgraded through follow ups.

Conclusion

At the wake of a lockdown that created paralysis around crowding, stopover activations provided the perfect alternative to mobilizing crowds for massive activation shows. Taking activations to smaller numbers of people, from right where they work and dwell – without having to mobilize them first and thereby omitting the huddle of moving them from their natural settings, assured optimum attention from them in short periods of engagement, which allowed us to cover more areas on a day and reach more people. Ultimately, the method gave us more numbers than a single mobilized crowd would, every day.