The Brand Objective

Yalla Shoot was a first of its kind campaign for Asiacell whereby pure App activity was the key objective. Driven through insight, Asiacell developed their first in-app game that rewarded its subscribers with a chance to win a ticket to the World Cup. The objectives were consideration to increase app engagement and increasing and retaining and action purchase.

As a cash pay market, this was an important incentive to gain App usage and encourage users to continuously engage with the brand.

The overall goal was to drive competition entry and a supplementary increase in daily and monthly active users during the campaign period.

The Solution

In order to target prospective audiences, InMobi polygon mapped business and technology parks, malls, gaming parlors, and stadiums where football matches were played and built a lookalike audience list. The list contained people who have similar interests and behaviors to the audience we interacted with during the first month of the campaign. We used this strategy to reach new and high-potential users during the entire course of the campaign.

The game itself was simple but direct. Players were prompted to play 1 game. Play the penalty shootout and if you score a goal, you are immediately entered into a weekly draw. Post playing the game, users were directed to purchase a bundle – increased minutes, data, etc.

The challenge was to bring awareness and diverse distribution of the campaign itself and showcase the simplicity of entering the competition without complicated communication.

Understanding the media landscape and the target consumer mindset was key to identifying a balanced media distribution.

Diversification outside of the usual suspects was clear and therefore engaging with partners that understood the market and held valuable audience data segmentation was a priority. The aim was to enable a wider reach while delivering a differentiated consumer experience.

By partnering with InMobi, Asiacell was able to replicate the game experience, giving the consumer a ‘taste’ of the game and encouraging purchase-to-play.