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How we ran a successful Russian Bear campaign despite 3 national alcohol bans

Russian Bear understood their consumer base was under economic pressure due to the lockdown and that they needed to give back in some way. This was made even more difficult when alcohol was banned 3 times during the campaign dates – Apex countered this by implementing instant campaign changes to entry mechanics, user journey content, and prizes during each alcohol ban. Despite all of these circumstances, Apex executed Russian Bear’s best performing promotional USSD campaign.


  1. Increase Russian Bear Sales and brand awareness

  2. Grow the Russian Bear customer database

  3. Reward and incentivise loyal Russian Bear customers

  4. Measure brand knowledge among Russian Bear customers

Consumer Journey

  1. The consumer receives an SMS alerting them of the new promotional
  2. Purchase Russian Bear

  3. Dial the campaign USSD line *120*9915#
  4. Find and enter the unique code found on-pack

  5. Answer the informative brand quiz
  6. Stand a chance to win a share of R500,000 in mobile data as well as a special edition Gunna Russian Bear bottle


Total Entries
Average Sessions per Customer
Codes Entered
Brand Quiz Questions Answered
Unique Customer Entries
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