With the Effective Mobile Marketing Awards Ceremony taking place in London in less than three weeks’ time, on 28 November, we continue our daily preview with a look at the finalists in the Most Effective Location-based Service/Campaign category.
9xb – Eddisons
9xb created this mobile site for Eddisons, a nationwide firm of Chartered Surveyors which provides services to banks, insolvency practitioners, owners and occupiers of commercial property.
Eddisons wanted prospective clients to be able to access its commercial portfolio from any location and instantly identify the properties closest to them. The site had to be quick to lead, simple to lose, and include tracking to give Eddisons insight into the behaviour of its mobile audience.
Following the launch of the new site, monthly mobile visits increased by 192 per cen year on (192% increase) year on year, and mobile website visits now yield an approximate 15 per cent conversion rate for lead generation.
On the tracking front, all phone calls, emails and map links are tracked through the site’s analytics tool, which enables Eddisons to see which numbers are being called, which properties are being viewed on maps, and the user’s path to this action. Eddisons is delighted with the way the site is performing.
Manning Gottlieb OMD – Specsavers Hyper-local Sales
The first step towards selling a pair of glasses is to convince a customer to take an eye test, so this campaign was designed to drive spontaneous footfall for free eye tests in Specsavers’ branches, using mobile coupons that users could redeem in their local store, with a unique SKU code.
When users tapped on an ad, they were taken to the offer page, and encouraged to download their voucher to Passbook (non-Apple users could save the URL or take a screengrab of the voucher). This meant even if a consumer didn’t take up the offer that day, the next time they were within 50m of a Specsavers store, the voucher would ping up onto the iPhone’s home screen, reminding them of the offer.
The campaign was a huge success, generating more than £210k of sales over the four week campaign period within the selected stores
MEC – Colgate Kumbh Mela
This campaign targeted Hindu pilgrims attending the Kumbh Mela festival. Many brands attend the event, looking to promote their wares to the roughly 80m people attending. The aim was to driev footfall to the Colgate stand, where the new Ayurvedic toothpaste was being sampled, and sold at a discount.
Triveni Ghat, Allahabad, a specific location of Kumbh Mela, was identified as the best location to target – it was a popular location, as well as relatively close to the Colgate stand.
Subscribers who had previously visited Triveni Ghat during the festival were identified through their mobile phone use, and were further filtered for roaming, ARPU and DND (Do Not Dial). These subscribers were then sent a 30-second voice message (as opposed to text message, due to high levels of illiteracy), encouraging them to visit the Colgate stand.
175,000 subscribers were contacted over three days. Of those who listened to the message, 60 per cent listened for over 25 seconds. The promotion increased footfall to the Colgate stall by over 300 per cent.
MX Data – Tube Map
The Tube Map app was first launched in 200, and has undergone many iterations and improvements since. The app is free to download, earning revenues from in-app advertising. It provides a detailed map, station information, live departure boards, line status updates, and intelligent route planning. The app has over 300,000 daily active users, and has been downloaded more than 10m times.
Telmap Navigator South Africa
Location is at the heart of Telmap’s Navigator app, which is available in S. Africa. The app provides users with locally trusted content, voice-guided, real-time GPS-based in-car and pedestrian navigation, plus added-value features such as travel tips, dining options, table booking and money-saving vouchers. At the time of entry, Telmap Navigator had over 800,000 users, with more than 65,000 new users joining every month.
Behind the scenes and in the background of the Telmap Navigator app sits a location-based advertising platform. The platform is a mix of advertising channels comprised of banners, branded widgets, branded points of interest on-map and sponsored search results. Ads are contextualised by taking into account a user’s intent, based on their location and behaviour.
A number of different packages are available to advertisers, depending on the level of engagement they are seeking to achieve. All are underpinned by Telmap’s Behaviour Recognition BI Engine, which continuously learns users’ state and intent by conjugating past actions with location and time of those actions. As a result, campaign clickthrough rates come in at between 6 and 8 per cent.
the7 Stars – Virgin EMI, Avicii ‘Wake Me Up’ Mobile-first Alarm
The aim of this campaign was to drive sales for an unknown artist, Avicii, for whom there was little awareness pre-campaign with no established fan base, on a minimal budget of £2,500. The inspiration came from the title of Avicii’s new single ‘Wake Me Up’. The7stars saw an opportunity to use mobile to cost effectively wake up a UK dance audience the morning after hearing the single on club dance floors.
Using the time targeting capability available on mobile, and identifying dance fans though contract data, an MMS imitating an alarm clock was sent to 10,869 dance fans in the UK at 8am on Sunday 13th July, the day of the single’s release.
The ‘alarm’ played the words: ‘It’s time to get up, wake up with the brand new single from Avicii’. The message also had a click to iTunes to download the track.
The campaign drove 1,791 clicks at a 9.7 per cent clickthrough rate. It helped Virgin EMI to achieve the biggest selling single on day one ever, the biggest selling single in week one ever and the biggest selling dance single in history.
