Mobile Movies helps to boost sales volumes in PROOFS

The social enterprise Mobile Movies applies a combination of entertainment and education in rural areas in Bangladesh. The enterprise organizes networks of agents that bring together people in rural communities to watch entertaining films followed by information on products and services.

Within the Profitable Opportunities for Food Security (PROOFS) project we work with Mobile Movies to introduce beneficial nutrition and hygiene products, to collect data on nutrition habits and to document the impact of this collaboration. In 2 districts in Bangladesh, Rangpur and Barisal, PROOFS partnered with Mobile Movies and trained 6 Nutrition Sales Agents (NSAs). Each agent receives a light-weight, portable and durable Mobile Movies Kit, including video and data collection equipment as well as a smartphone.

Five nights per week they invite communities to an event with entertaining film clips and TV shows. The popular gatherings are being used to introduce and demonstrate products such as food supplements.

“Previously I was facing difficulties to ensure participation in nutrition sessions, but now I am conducting nutrition sessions through Mobile Movies the targeted households are willingly attending to see the videos and are learning with enjoyment.”

- Rahena Begum, one of the agents trained by PROOFS

On average 55 people attend the social evenings and for the afternoon events over 100 people show up. When they are not caught up in events, the agents walk around the villages and collect information on points of sale for certain products and assess brand and benefit awareness in communities. They conduct surveys to document community behavior change over time.

In PROOFS we were already cooperating with 160 Nutrition Sales Agents (NSAs) who earn their living by selling nutritious products in local communities. With the introduction of Mobile Movies additional demand is being created for the product offering of the NSAs. After the Mobile Movies community activities started, the NSAs saw their sales volumes increase by 267% for ORS packets, 258% for Zinc tablets and a staggering 312% for sanitary napkins! Sales volumes may decrease a little after some time, but will probably stabilize at much higher levels than before.

“Mobile Movies is a good way to learn about nutrition issues through amusement. I have not seen these types of videos before. Previously I was bored when I attended the nutrition sessions, but I have learned so many nutrition messages through the video shows. Now my trust in the nutritious products and messages has increased.”

- Moina Begum, one of the participants in Mobile Movies

The Mobile Movies approach offers great opportunities within PROOFS and in many other rural markets with more or less the same conditions as those in Bangladesh. The vast majority of consumers in those areas do not have access to TVs or computers, yet they represent emerging markets with aspiring consumers. Just imagine the impressive number of people that can be reached through this innovative channel. And just imagine how many people will learn about the advantages of consuming healthy food and a healthy lifestyle. Mobile Movies is more than a portable cinema. It is a mobile and flexible advertising agency that can help enterprises reach markets that could hardly be reached before. Within PROOFS we have recognized Mobile Movies’ value and impact and we believe that many companies will follow.

This blog was a part of the September 2015 series on collaboration for innovation. Click here to read more analysis, guidance and case studies from around the globe on partnership working.