These awards were received in the Impact Media: New Tech/Channel and Creative: Personalization categories, highlighting their excellence in modern marketing.
Jessica Moini, Director of Sales, Middle East & North Africa at InMobi, expressed her excitement, saying, “InMobi is thrilled to have won an MMA Smarties 2022 award with Coca-Cola in South Africa; a region where we are expanding our client base. We are ecstatic that the campaign resonated with the panel for its innovation, as well as its ability to meet target consumers and exceed KPIs.”
The SMARTIES Awards are designed to honor innovators, brands, agencies, and tech providers who leverage technology to pioneer new approaches in contemporary marketing. For the Beat Can campaign, Coca-Cola partnered with InMobi to engage teenagers in South Africa who have a keen interest in food, gaming, and sports. The campaign aimed to reach diverse app user demographics, including audio and video streamers, entertainment app enthusiasts, and avid gamers.
The campaign introduced a unique rich-media interstitial ad experience that allowed users to choose from four beats, four melodies, and four effects on their mobile devices to create a personalized Coke Beat, shareable on social platforms.
The campaign achieved tremendous success, garnering over 6.3 million impressions and reaching 1.8 million unique users. Impressively, nearly 17,000 users created their beats. The engagement rate surpassed global benchmarks by more than 95%, and the click-through rate exceeded the same measure by over 103%, with users spending an average of 45 seconds interacting with the creative content.
InMobi also conducted a brand lift study using InMobi Pulse, revealing that the ads significantly enhanced brand awareness and consideration for Coca-Cola, particularly among younger target consumers.
Tsholofelo Sisulu, Client Director for Coca-Cola at Mediacom South Africa, emphasized InMobi’s pivotal role in the campaign’s success, underscoring the positive impact of their creative work in engaging Generation Z.
The Beat Can campaign stands as a testament to the power of innovation, creativity, and effective collaboration, and its success was duly celebrated at the MMA SMARTIES South Africa Awards.
InMobi is a leading provider of content, monetization, and marketing technologies that fuel growth for industries worldwide. The company’s end-to-end advertising software platform, connected content, and commerce experiences activate audiences, drive real connections, and diversify revenue for businesses globally. With deep expertise and a unique reach in mobile, InMobi is a trusted and transparent technology partner for marketers, content creators, and businesses of all kinds. InMobi, headquartered in Singapore, maintains a significant presence in San Francisco, London, and Bangalore, with operations spanning various global locations.