Simba Rand ShowROAR Activation
Scan it. Roar it. Win it.
Launching the ROAR platform
Simba has always been loud, playful and impossible to ignore. So when the brand set out to launch the new ROAR platform, the campaign needed to feel just as bold as the packs on shelf.
Together with Simba, Techsys Digital developed a fully interactive microsite experience that blended purchase-driven engagement, instant rewards and playful gamification into one seamless journey.
At the centre of it all was one simple challenge: Give us your best ROAR.
Turning Snack Packs into Digital Experiences
Consumers scanned a QR code directly from participating Simba packs to launch the ROAR microsite experience. From there, the journey moved fast.
Scan QR
Launch from Simba packs
Confirm details
Mobile number and data capture
Validate barcode
Unlock participation
ROAR game
Live decibel-style scoring
The louder the roar, the bigger the energy
Consumers were challenged to roar directly into their device, with the microsite measuring the strength and intensity of their roar through a live decibel-style interaction complete with animations and scoring feedback.
Rewards and social reach
Every valid participant stood a chance to win instant rewards while also securing entry into the grand prize draw. The experience concluded with a social sharing mechanic, allowing users to share their roar clips and results online, extending campaign reach organically.
Gamification Meets Instant Gratification
The campaign was designed to feel rewarding from the very first interaction. Through integrated voucher technology and automated validation, Simba distributed thousands of Buy One Get One Free rewards directly to consumers via SMS.
Mobile number validation
Barcode validation
Repeat entry controls
Automated reward fulfilment
Salesforce CRM enrichment
Real-time EZ Dash reporting
Importantly, every roar submitted became more than just an entry. Audio clips were collected and stored as part of the broader ROAR platform strategy for future campaign and advertising use.
Bringing the ROAR to Life at Rand Show
The campaign extended beyond digital into a live activation environment at the Rand Show, where consumers physically engaged with the ROAR mechanic in real time.
Despite a delayed QR launch impacting the opening day, the campaign still outperformed the previous 2024 activation period by more than 40%, demonstrating the continued strength of the ROAR mechanic in a live environment.
Why It Worked
The success of the campaign came from combining simple mobile onboarding, instant rewards, real-world participation, playful gamification, shareable content and strong CRM integration.
Simple mobile onboarding
Instant rewards
Real-world participation
Playful gamification
Shareable content
Strong CRM integration
Rather than creating a traditional competition, Simba created an experience consumers wanted to interact with. It was loud, competitive, fun and unmistakably Simba.
Most importantly, it transformed a simple QR scan into a memorable brand moment that continued far beyond the point of purchase.
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