Pan-African mobile intelligence and digital media provider, Digitata
Insights, has extended its footprint on the continent by appointing management
consulting firm Ntare Insights as its preferred partner in Rwanda.
The two companies have subsequently successfully implemented a local mobile
awareness campaign for Coke Studio in the country.
Having concluded a successful mobile marketing campaign for a South
African-based multinational cellular services provider in Rwanda using its
innovative MeMe measurable mobile advertising technology solution, Digitata
Insights, a subsidiary of Digitata Limited, part of 4Sights Holdings,
required a strategic local partner to expand its reach in the region and
leverage the company’s previous success to drive new business.
“Following extensive research and our on-going work in the region, Ntare Insights
was a name that kept coming up in discussions,” said Henk Swanepoel, chief
marketing officer of Digitata Insights. “Following our initial meetings and
discussions, we were extremely impressed with the team. Their understanding of
the application of technology in general and mobile in particular, in
delivering impactful business solutions was evident from the outset.”
Kigali-based Ntare Insights delivers trusted strategy, policy and business
advisory services for government, businesses and industries, including small
and medium enterprises (SMEs), and non-government organisations (NGOs) and
“Our philosophy is to understand the needs, issues and opportunities for our
clients in order to provide high-impact and sustainable solutions, particularly
in the areas of strategy development, private sector development, SME
incubation, regional integration and trade, value chain development, and export
growth,” explained Jack Gazana, client service director at Ntare Insights.
USSD marketing will continue to grow in prominence in the Rwandan market for
its ability to precisely target consumers with zero-rated mobile marketing and
“Jack Gazana and his team immediately assigned a dedicated resource to ensure
the partnership gets the focus it requires to drive growth and expansion,”
continued Swanepoel. “The team is also very well connected in the region,
offering us instant access to a broad network with immense potential. This was
evidenced in the fact that we were able to secure a mobile awareness campaign
for Coke Studio in the region soon after concluding the partnership agreement.”
Coke Studio Africa is a multi-national non-competitive music show sponsored by
Coca Cola that brings together different artistes from the continent to
collaborate and learn from some of the biggest local and international
musicians and producers. Sixteen countries participated in the 2017 campaign, with
Rwanda represented for the first time in the campaign.
“As it was the first time that a Rwandan artist – popular R&B singer, Bruce
Melody – would be on the show, and the fact that it would air on local
television, our brief from the marketing team at Bralirwa, Rwanda’s official
Coca Cola agent, was to drive awareness about the show,” added Swanepoel. “To
achieve broad reach, we used the Digitata Insights MeMe measurable mobile
advertising platform to target mobile phone users in specified key locations
with information about the show and at precise times before it aired.”
Another aspect of the Coke Studio Africa campaign marketed directly to mobile
users, was the under-the-crown promotion, where consumers stood a chance to win
instant digital content, such as music, photos and videos of Coke Studio Africa
artists, by simply SMSing the code on their cap underliner to a short-code.
“As the MeMe platform utilises Unstructured Supplementary Service Data (USSD)
mobile technology, which enables non-data-enabled mobile devices to engage in
internet-based services over GSM networks, winners were able to download the
content without using any data, which proved to be a key attribute to the
success of our first campaign together,” explains Gazana.
“The MeMe platform changed our campaign’s marketing strategy more than we
anticipated. By being able to reach hundreds of people directly, knowing
they’re guaranteed to read our message, we were able to make our engagement
with them vastly more personal, in comparison to the standard SMS blasts we
“These capabilities are therefore making mobile marketing the most dominant
form of marketing at present, and the MeMe platform is leading the way,”
commented Eric Manzi, marketing associate at Bralirwa Ltd.
Based on the success of the Coke Studio Africa campaign, Gazana says the Ntare
Insights team is confident that USSD marketing will continue to grow in
prominence in the Rwandan market for its ability to precisely target consumers
with zero-rated mobile marketing and advertising campaigns.
“Our partnership with Digitata Insights also opens many new exciting
opportunities as the company and its MeMe platform are leading providers of
mobile gamification campaigns. Given the prominence of mobile devices in
Rwanda, we’re confident that this will become an increasingly popular form of
marketing with vast benefits that will resonate with many brands in the
country,” concluded Gazana.