Agri Kultuur January / January 2018 - Page 60

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. 60