Visa’s Mobile Viral Marketing Campaign (Madhouse) | MMA Global

Visa’s Mobile Viral Marketing Campaign (Madhouse)

June 27, 2007

Visa’s <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Mobile Viral Marketing Campaign <?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

 

Date: June 18th, 2007

Company: Madhouse Inc. (www.madhouse.cn)

Client: Visa China via OMD

Background

The world’s most popular payment brand Visa is always at the forefront looking for a more creative and disruptive way to express their brand concept. OMD and Madhouse had successfully launched a mobile campaign that enabled Visa’s new marketing initiative on mobile media to reach its targeted consumers.

Goals

·          Increase the brand awareness of Visa in China;

·          To encourage consumers to familiarize with Visa’s main features and financing concept.


Solution

A series of simple WAP sites with 3 versions to match the 3 different ads were built for Visa by Madhouse. A hilarious concept has been made the core of this campaign creating a strong viral effect. This is to encourage consumers to forward the information to their friends.

To drive traffic to download the Visa TV commercial, mobile ads were served at specific time period by Madhouse across most popular portal sites on the Madhouse’s Mobile Ad Network. Users were directed to the Visa Campaign site to browse or download the TV commercial simply by clicking Visa’s banners or text ads. A frequency cap on the number of click for each mobile user has been applied to optimize the overall mobile ad campaign.

 

Result

In comparison to traditional media, TV commercial on Mobile Screen has greater impact Its more convenient for users to download and forward them to their friends. Viral Marketing simply has a more powerful effect over mobile as the mobile phones are always with the mobile users.

During this Campaign, Madhouse had served and achieved over 2,950,000 total targeted impressions resulting in over 4.2% click-through rate and for every 2.02 clicks, Visa TV commercial was downloaded once. This is certainly more convincing than any other traditional media and Mobile media has once again proved to be better in performance and superbly cost effective.