South Africa may have one of the lowest maths literacy rates in the world, but it’s up there when it comes to tech literacy – the market boasts 86% mobile penetration. Using the latter to boost the former seemed a good opportunity – and laundry brand OMO, with a stated purpose of unlocking human potential – was in a good place to make it happen.
Introducing OMO Fast Kids: an interactive, gamified learning experience that caters for kids aged 7 to 18.
Courtesy of Unilever, we made the prospect of maths a whole lot tastier, engaging our young users by offering real world rewards like Paddle Pop Ice Creams and Hungry Lion vouchers for completed tasks. Once certain milestones are achieved, further discounts on Unilever products are unlocked, ensuring parents encourage their little ones to keep learning.
On top of this, we created a leader board to give the kids a sense of their ranking within the wider Fast Kids community – encouraging continued competitive engagement.
In the circumstances, it seems apt to crunch some numbers.
So far, over 17,500 kids have enhanced their maths skills (not to mention their taste buds). And our community continues to grow, with an average of over 150 new sign-ups every day.
We have also driven sales to the wider Unilever product range, with a smidgen under 10,000 users signing up for Unilever deals as a direct result of the app.
You don’t have to be Pythagoras to work out that OMO Fast Kids is a resounding hit.