AVBOB, in providing funeral and insurance services to South Africans, wanted to show their prospective and existing customers that “AVBOB is here for you in your time of need” . We reached the target audience through a mobile call to action on traditional media using mobile mediums such as SMS, SMS Short Code, USSD and Mobile Web www.avbob.mobi The campaign is all about leading AVBOB’s customers and prospective customers, through a series of communication elements, and building trust in the brand, by making them feel special, valuable, informed and cared for. A focus for AVBOB was in holding the customer’s hand through one of the most difficult times of their lives, when a loved one passes away. Mobile marketing was instrumental in providing AVBOB with the ability to activate and build long lasting mutually beneficial relationships with its existing and prospective customers. This campaign won the Best Mobile Marketing Campaign in EMEA region (Europe, Middle-East and Africa) in Relationship Building at the Mobile Marketing Awards 2011!