Client: NIVEA #TakeExtraCare
Connecting loved ones with a free minute call, without needing to use airtime was an essential service to maintain mental health.
Users dialed a USSD string with a loved one’s phone number. The USSD system allowed for reverse billing: people could speak to their loved ones for 1 minute and NIVEA sponsored the call.
NIVEA provided 150 022 unique people with the ability to speak to a loved one, building a permission based database of over 158 000 and getting over 300 000 South Africans to speak to each other in 6 days!