Oxford Word of the Year 2022: Goblin mode

In addition, 21 people now enjoy the security of owning their own homes while a further 700 people have won the R2 500 daily prizes of cash, cars and other goods.

Pavlo Phitidis, CEO of Mira Networks, the wireless application service provider that developed the mobile technology solution for WiniKhaya, says: “WiniKhaya’s credibility, its consistently fresh appeal and its transparent draw process mean that it has become the Duracell bunny of SMS-based charities. It just keeps on going while imitators fall by the wayside.

“WiniKhaya is an impressive example of social entrepreneurship and evidence of how mobile campaigns can deliver on a company’s social obligations while also meeting commercial objectives.

“WiniKhaya is becoming a classic case study of how to merge the high-tech world of mobile with the rands and cents world of marketing. Because the nature of their business matches the interests of the target market perfectly, WiniKhaya’s sponsors (People’s Bank and SABC 1) have received more than just brand promotion. Eyeballs watching television screens have been translated into feet in stores thanks to the intelligence behind Mira’s mobile application.”

WiniKhaya was conceived by the SACCT, a grouping of five children’s charities, in response to the funding challenges they face on a daily basis. When cellphone premium-rated services were in their infancy in South Africa, these charities developed a promotion that has become the biggest SMS-based fundraiser.

Leslie Mondo, a representative of the SACCT and Secretary General of the South African Red Cross Society, says: “We would like to thank all South Africans for their enthusiastic participation in this campaign. On behalf of our beneficiary charities, I would like to ask every South African to support us by entering WiniKhaya every month. R7.50 is a small contribution to make, and you never know, you could soon be shopping for the dream house of your choice.”

Phitidis says: “If your promotion includes a draw mechanism make sure that the credibility and honesty of this process is related to your brand credentials. The draw mechanism should be automatic and random. It may be appropriate for your draw process and results to be audited by a reputable firm. WiniKhaya is only successful because people perceive it to be honest and credible.”

WiniKhaya found that a good time to increase the amount of advertising slots is month-end when prepaid cellular customers are topping up their airtime and contract customers have paid their bills. This is when they can best afford to respond to the campaign.