Educational branded game may be a global first
W
hen Tru-Cape Fruit Marketing,
the largest exporter of South
African apples and pears and
one of the most recognisable
fresh produce brands in South Africa, hired
BIGBrave to design and build a game that
would engage, educate and entertain the
next generation of consumers, they had no
idea that it might be a global first.
Tru-Cape’s Marketing Director Conrad Fick
says that the company approached Red
Cherry Interactive to recommend a service
provider who would understand the
marketing imperatives and could create the
game on time and within budget and the
relationship between Tru-Cape and
BIGBrave was born.
Fruit-Full, the game that is free to download
from iTunes and Android stores, has already
had over 3000 downloads with 873 active
players at his last check. “To think that this
game, clearly a marketing tool, has received
a 4.5 score out of five by players is very
exciting for us. We also like that 75% of the
players are in South Africa but that the game
is also being enjoyed globally. 85% of the
users are on Android devices with the
majority of the players being females which
also fits Tru-Cape’s primary target market
perfectly. The statistics tell us that the app
has been launched 31, 700 times which
AgriKultuur |AgriCulture
Brian Berkman
suggests that people are playing the game
more than 10 times each. We certainly don’t
get this level of brand engagement with TV,
print or even social media so this is very
meaningful.”
BIGBrave’s Managing Director Brett Lindsay
explains: “When BIGBrave was approached
to create a digital game for the Tru-Cape
brand, understandably, we knew very little
about the process of fruit production in the
Cape, but this was, after all, the point for Tru-
Cape: people did not know enough about
fruit production to be able to see the real
value in the product.
“Tru-Cape really had two main goals, firstly,
they wanted to create a unique and
innovative platform to reach their audience
and educate them on the highly advanced
fruit production process. Secondly, they
wanted to get to know their market,” he says.
Lindsay explains that in order to better
understand the Tru-Cape process, the team
from BIGBrave visited an active fruit farm in
Grabouw. “Our two day visit allowed us to
experience the farming process up close
which provided us with a much deeper
understanding into what needed to be
reflected in the final product we developed.
We learned about the preparation, planting,
growing, harvesting, transporting, cleaning,
sorting, packing and distribution of the fruit.
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