July 28, 2008
Enabling Brazilian Radios to Interact with Target Audience )HANZO)
Background
Brazilian radios were frustrated with promotional mechanics that involved consumers calling eternally-occupied hotlines, generating low engagement in tactical promotions that required fast consumer response )such as giving away tickets for an event happening on the same day).
The desire was to use the mobile phone as the key promotional media, in line with consumer habits of listening to the radio during transit or while engaged in other activities.
Goals
Radio stations wanted the ability to create and manage mobile campaigns on the fly that would leverage a new mechanic permitting fast consumer response.
Solution
The HANZO Mobile Marketing platform allows companies to create, online and in real-time, branded campaigns and have them go live with all Brazilian carriers in less than 10 minutes.
The HANZO Mobile Marketing Platform has offered Brazilian radios the power to manage their campaigns easily and with autonomy, even checking results up to the second via an online interface.
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Results
In the first quarter of 2008, 46 radio stations used the Platform to launch 52 promotions that generated over 1.3 million text messages. Radio stations of all types currently use the Platform, including the top four Brazilian radio groups )with a combined share of over 40% of the Brazilian radio market) and a number of smaller, independent radio stations located outside major metro areas.
Radios are excited by the increased response to their promotions and continue to innovate in their usage of the mobile phone to reach and engage their target audience.
