Last night in Los Angeles, the Mobile Marketing Association (MMA), the leading global trade association for the mobile industry, awarded Brandtone  EMEA Regional Winner 2011 for its OMO washing powder campaign in South Africa.

Brandtone is a pioneering Irish company specialising in mobile engagement with operations in Brazil, South Africa and Turkey.

Our campaign for OMO ‘Door to Door Challenge’ engaged OMO buyers using our highly-branded voice-based mobile platform. We used one of South Africa’s best-loved celebrities, Nkanyiso Benghu, to create over 1 million one-to-one branded voice engagements with OMO customers, linked to sale.

In a category where price wins the consumer, and brands struggle for loyalty, the campaign differentiated OMO without price promotion, and engaged consumers in a new way, building brand affinity.

“We see this as a great endorsement for the Brandtone offering, and much deserved recognition for Unilever’s pioneering approach to mobile engagement in the South Africa” says Brandtone CEO Donald Fitzmaurice.

Watch the award-winning campaign summary here.

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