The Challenge:

iConcepts partnered with the Coca-Cola Company in the Refresh & Recharge promotion. This 3 month nationwide campaign was launched as an on-pack SMS promotion where the Coca Cola brands, Coke, Fanta & Sprite were splashed with a N10 shortcode mechanic. Consumers would look under the crown to find a special unique code they would text in to 2653. Instant prizes in the form of airtime vouchers were automatically sent back.

iConcepts’ Solution:
We worked with the Coca-Cola team and partner agencies on this promotion from game design, discovery and strategic planning stages all the way through to telecoms and messaging infrastructure design and deployment. We built all systems to ensure the success of the promotion. The unique numbering plan and instant winner mechanics limited fraudulent entry attempts thereby maintaining the integrity of the promotion.

Success:
This was the largest SMS campaign in Africa to date, generating over 8 million valid entries. Over 2 million individuals participated in the promotion. Refresh & Recharge has highlighted the success of sales promotion activity involving complex communications and technology which translated simply and effectively to Coca-Cola consumers. The success of this promotion is considered by the wider industry as the benchmark in multi-media consumer promotions and provides a solid basis for Coca-Cola and Legion to continue to deliver ground breaking consumer promotions.

The success of the text voting reflected the high level at which iConcepts operate across This promotion is the biggest SMS competition to be carried out in Nigeria and has further shown iConcepts position as the leader in interactive promotions, information services and communication channels.
Nigeria. Competitions of this nature demand an outstanding level of capacity and reliability to make sure the votes are processed accurately and on time. British American Tobacco’s choice confirmed iConcepts position as the leading mobile application providers in Nigeria.