August 24, 2007
<?xml:namespace prefix = v ns = "urn:schemas-microsoft-com:vml" />
<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /> Standard Chartered Bank-Launch: ‘<?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Manhattan Credit Cards’ (Mobile2win)
Goal: To create awareness, build excitement around the new Standard Chartered Bank-Manhattan lifestyle credit card-and lead into consumer acquisitions.
Solution: Mobile2win specially designed and implemented an interactive wireless contest based on the attributes of the card. Called the Manhattan Challenge, consumers could participate in this contest by sending ‘WOW’ to 8558 to participate. Winners would get tickets for a trip to Manhattan.
This was the first time in India, that a mobile-led viral campaign was deployed. The viral element in the campaign, allowed consumers a higher chance of winning the grand prize through a buddy referral scheme. Therefore if a consumer answered the questions and sent the promo message to 5 friends, he would get an x number of points. If one of the friends in turn took part in the promo, answered the questions and in turn sent it to his own 5 friends thereby creating a new chain/tree, the initial sender would be credited with additional points. The referrals were validated by using an unique code.
The campaign was also the first to lead generation activity, introduced in this market. All those interested in registering for the card could SMS ‘WOW REG’ to 8558.
Result: The campaign delivered 350,000 responses over the 3-month period of the activity. A total of 60,000 leads were also generated.