Using data obtained from mobile location technology and rail departure updates, Gordon’s served delayed travelers ads for its canned Gin & Tonic — ads that included a store locator to help recipients find the nearest retailer.
Objective and Context:
Gordon’s sought to alleviate some of the frustrations associated with train delays by guiding stymied travelers to a bit of relief in the form of its premixed Gin & Tonic in a can.
Marketers of an alcohol brand must be careful to avoid advertising to those younger than 18 in the U.K. Mobile marketing can of course target by age, gender, etc., but often these efforts are based on probabilistic data extrapolated from online behavior with varying degrees of accuracy. Sending one message to someone under 18 could have landed Gordon’s in trouble, but its use of deterministic telco-contract data guaranteed accuracy in reaching consumers aged 18 and over.
Age wasn’t the only data point that guided the targeting of Gordon’s campaign; the brand also identified those who were known travelers and in the vicinity of rail stations by analyzing a number of data points across live and habitual locations. Live location data identified those within the vicinity of the rail station while the brand used habitual data to avoid targeting those who were just passing through.
Gordon’s integrated a live National Rail application program interface feed into its delivery system, triggering messages to pre-qualified target consumers when trains were delayed at their station. Gordon’s aim for the campaign copy was to avoid fomenting the frustrations caused by train delays and instead to associate its brand with the alleviation of those frustrations by sending a text message that guided recipients to a personalized store locator that identified the nearest Gordon’s retailer. Gordon’s also designed a multimedia-messaging service to drive awareness of the brand and its product without distracting from the store locator.
Overall Campaign Execution:
As Gordon’s delivered the campaign through text messages, the execution was exclusively mobile.
There was only one channel that could guarantee the delivery of Gordon’s message to the right person at the right time in the right place: mobile. And only one mobile format could guarantee 100 percent viewability and immediate delivery: text messaging. Mobile marketing agency Weve found that 75 percent of text-message recipients opened them within the first five minutes, offering a critical advantage in prompting purchases before a train’s imminent departure.