Sunlight 2 in 1 received global recognition when it was awarded silver for Best Use of Gamification at the 2018 Festival of Global Media Awards held in Rome, Italy, on 14 May 2018.
The Festival of Media Global Awards are the only awards to celebrate the best media campaigns from around the world, open to all those involved in brand communication including agencies, media owners, brands, ad tech and communication specialists. The Best Use of Gamification category was open to any marketing initiative where gamification has been utilised to add value to the client’s brand.
Results should relate to the client objectives, which could show, but is not limited to, sales uplift, client retention, customer satisfaction digital engagement or brand awareness. The campaign could use a newly created game, an existing game, or incorporate game elements such as points or reward systems in order to incentivise participation either digitally or offline.
To drive awareness of the Sunlight 2 in 1 with easy rinse technology hand wash laundry soap and its main water saving benefit whilst driving an ambient fragrance reinforcement, the team included a secondary objective which was to gamify water saving tips and to educate the consumers on ways to save water. The ‘water’ saved in the game resulting in fresh water being donated to the city of Cape Town.
“A bespoke mobile game for Sunlight Washing powder was created, customized to educate players on the product, to incentivise desired behaviours, educate the players on water saving tips and inspire customer loyalty,” said Lerato Dumisa, Sunlight Assistant Brand Manager. “The game was made accessible to millions of consumers by using USSD technology that does not require a smart phone or data.”
The results achieved speak for themselves. Over 425 500 players started the game while 328 385 finished it, an amazing 77%! The average engagement time with the Sunlight 2 in 1 game was 10 minutes per player…enough time to educate and interact with the player about the brand.
“We are proud of what we were able to achieve,” said Lerato, “The game resulted in 120 000 litres of fresh water being donated to the Western Cape and a great an international accolade from Festival of Global Media Awards.”