T
he simple mobile phone was an indispensable tool
for Mobitainment’s Award winning Boxer Super
Shopper Show – as it recently walked away with
three awards at the Standard BankMobileMarketingAs-
sociation’s Smarties SA Awards: Bronze for Cross Media
Integration; Bronze for Brand Awareness and a Silver in
the Lead Generation, Direct Response, Conversion cat-
egory.
As per the latest local mobile stats released in the
MMA’s #MobileRocks report, shows that mobile pen-
etration in South Africa is high, with 87 percent of adults
either owning or having access to amobile phone. ‘Today,
mobile is used more than any other communication me-
dia – in fact mobile surpassed television as far back as
2009. Add to this the fact that the Internet is accessed
morefrequentlyviamobilephonesthanPC’sandyouhave
a winning formula on your hands,’ commented Candice
Goodman, Chairman Emeritus and head of Education &
Training committee at the MMA of SA, and CEO of In-
ternational award winning mobile marketing consultancy
Mobitainment.
That said, marketers using mobile as a medium
should be aware that in developing countries such as
South Africa, mobile is used differently to that of devel-
oped countries. With this inmind, Goodman believes that
it is the entrepreneurial spirit of Africa, coupled with the
need for communication, commerce and community that
has seen the creation of pioneering solutions in the mo-
bile arena inAfrica, byAfricans. ‘It is not the technology it-
self that is changing the landscape of mobilemarketing in
Africa,’ she stressed. ‘Rather, I believe that African people
are changing technology and creating new opportunities
for marketers to learn and share.’
One of the greatest differentiators of the African
mobile landscape is the fact that while the mobile pen-
etration rate in South Africa is high, only an estimated 41
percent of these users have smart phones. The remain-
ing 59 percent make use of non-smart phones, a statistic
which has led some South African mobile marketers like
us, to the development of mobilemarketing solutions that
do not require the use of smart phones. With 39 percent
of all SAmobile users only using voice, SMS or USSD on
their phones, these solutions leverage the innovation of
African born technologies that were a world first: Prepaid
Airtime, USSD, Please call me’s andMobileMoney.
‘While your campaign may take place via the mobile
platform, the objective is ultimately to drive consumers in
store,’ she commented. ‘Sending out unique mobile cou-
pons is a method that has been in use for years, but clos-
ingtheloopinstorehasremainedachallenge.Integrating
the redemption process into a retailer’s point of sale is a
viable solution and a powerful option for FMCG brands
and one that promises great success.’
Indeed, mobile campaigns, like the Boxer Super
Shopper Show, have proved time and time again to work
extremely effectively in the mass market. With a variety
of channels to choose from, a wide reach and the oppor-
tunity to create real engagement with consumers, brands
stand to benefit from significant ROI on these campaigns.
‘The golden thread is speaking to the right person, at the
right time, with the right message,’ Goodman concluded
‘and it’s our job at Mobitainment to take care of that mes-
sage, and like we did for the Boxer Super Shopper Show,
turnthemobilephoneintoa“SELL”phoneforyourbrand.’
W
ith more than 200 online publishers, creative,
media and digital agencies, brands and educa-
tors as members, the Interactive Advertising
Bureau(IAB)SouthAfrica,formerlytheDMMA,hasmade
itssubmissionstotheDepartmentofHealthregardingthe
draft Regulations and Guidelines relating to the Labelling
and Advertising of Foods (r. 429).
Whilst lauding the Department of Health’s commit-
ment to tackle the threat of non-communicable diseases
in children, including diabetes and heart disease, the IAB
joinsotherindustrybodiesintakingissuewiththeDepart-
ment’s attempts to regulate themarketing activities of the
South African food and beverage industry.
‘Unfortunately, the Regulations are unduly onerous
and flawed,’ said Andrew Allison, the IAB’s Head of Reg-
ulatory, ‘However, we have made it clear in our submis-
sionsthattheIABisopentoworkingwiththeDepartment
of Health to find viable alternatives to set reasonable lim-
its and exacting standards for self- or co-regulation.’
In the voluminous draft, the Department of Health
has set out its intentions to strictly regulate - amongst
many other things - the advertising and marketing of un-
healthy foods to school-going South African children. The
IAB South Africa makes it clear that it fully endorses the
Department of Health’s aims to prevent childhood obe-
sity and to reduce the incidences of non-communicable
diseases in South African children. However, amongst
other pertinent over-arching concerns, Allison points out
the proposed Regulations amount to an unlawful limita-
tion on the Constitutional freedom of commercial speech
afforded to all the affected parties, which includes the
entire IABmembership base. ‘The Regulations just do not
meet the criteria set out under Section 36 of our Constitu-
tion which puts forward that there must be a reasonable
relation between the limitation and its purpose, as well
as proper consideration given to less restrictive means to
achieve its purpose,’ Allison said.
With a Code of Conduct that is aligned with inter-
national best practices, and an established Regulatory
Portfolio to address consumer complaints and deal with
transgressions of its Code of Conduct, the IAB is of the
view that rigorous self-regulation by the advertising in-
dustry is a viable alternative to criminalising advertising
and marketing businesses which may play a part in the
transgression of the proposed Regulation.
Allison continues, ‘It’s also of great concern to the IAB
that theRegulations demonstrate an overall lack of under-
standing of the digital industry and the manner in which
digital communications, transactions and interactions are
transmitted and received. The digital industry and the very
nature of digital communications are incredibly dynamic,
fluid and complicated; for this reason, governments the
world over are ill-equipped to effectively and efficiently
regulate them.’
If the Regulations come into being, SouthAfrican chil-
dren would be limited in their exposure to local brands
marketing unhealthy foods and beverages; however,
when it comes to the online environment theywould con-
tinue to be fully exposed to the marketing of international
competitors, creating an unfair bias against the South
African Food andBeverage industry, and its supply chains.
In its submission, the IAB South Africa has appealed
to the Department of Health to conduct a full regulatory
impact assessment and communicate the findings pub-
licly; as well as to engage with the affected industries
in the form of public hearings. The IAB has invited the
Department of Health to work with them, in conjunction
with other leading industry bodies, to find better solutions
that will support the Department’smandate to protect the
health of South African children.
IAB South Africa responds to
Department of Health’s controversial
Draft r.429
Mobitainment wins
awards for turning
the mobile phone
into a ‘sell’ phone
www.
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