The Grid – Mobikasi


The Grid is a location-based mobile social network.

The brief:

Cow needed to develop a PR campaign that:

  • Showcased location-based functionality in a way that was simplistic and intriguing
  • Enticed people to want to try out the mobile social network for themselves

What we did:

We created Mobikasi, SA’s first geo-tagged mobile documentary, focused on the youth of Soweto. The 25-minute film was split up into 25 one-minute segments – divided into five categories: culture, social, music, party and spaces – and geo-tagged to the location where it was shot, illustrating The Grid’s mapping capabilities. The story was sold into all relevant print, online and broadcast media.

The Results:

  • A marked increase in registrations activity on The Grid
  • Mobikasi received extensive national and international media coverage.
  • We created more than 10 million Opportunities to See (or OTS).

PR results included:

  • 18 print stories
  • 84 online pieces
  • 4 radio features
  • 5 television mentions and features

We used pay-per-click mobile advertising to drive traffic to Mobikasi on The Grid. More than a year on, Mobikasi is still the group on the Grid with the most members – an illustration of how the campaign resonated with the Grid’s target audience.

Finalist: Loerie – Best Digital Campaign
Winner: Bookmarks – Mobile Marketing, Best in show