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Petrol Ofisi Positive Card Mobile Campaign (Aerodeon Turkey)

Petrol Ofisi Positive Card Mobile Campaign (Aerodeon Turkey)

Brand: Petrol Ofisi
Category: Automotive
Agency: Aerodeon
Vendors: Avea, Turkcell, Vodafone
Timeline: 15.01.2009 – 15.03.2009

Summary:

The campaign is launched in order to increase the usage of Positive Card at Petrol Ofisi stations. With Positive Card, Petrol Ofisi offers advantages and gifts to its customers in their fuel purchases.

Renault Electric Agency

Renault New Symbol Quiz (ELECTRIC AGENCY)

Brand: Renault / New Symbol

Agency: Electric Agency / Turkey

Duration: 07.10.2008

GOAL:

While Turkish auto industry was busy with Auto Show held in October, Renault took its part by differentiating among others with an attractive mobile marketing campaign.

GM (Pontomobi Interactive)

Background
For the campaign "Retail Brake" of the assembler of cars General Motors, Pontomobi Interactive used the mobile marketig in conjunction with other media as television, radio and print media, to reach a vast and varied public and disclose the promotional sales of the brand.

Goal
The aim was to publicize the campaign "Retail Brake" and make consumers wait until the next day to buy a car, because Chevrolet was going to reopen the doors of its stores with GM’s officials discount for everyone.
 

VW Gains Interactivity and Affinity with Their Chinese Brand Friends in Strategic Locations (Puca Mobile)

Application Type: Mobile Applied in Event Marketing
Title: VW gains interactivity and affinity with their Chinese brand friends in strategic locations with the aid of Bluetooth

Turkcell IsTcell-Shell Co-Branded Campaign “IsTShell” (Turkcell)

Turkcell IsTcell-Shell Co-Branded Campaign “IsTShell” )Turkcell)
 
 
Challenge / Objective:
IsTcell is Turkcell’s mobile club for business professionals & business’s that aims to increase loyalty as part of a retention program.   IsTcell mobile club creates a world of offers and incentive to its members.  These incentives are split in to two kinds – mobile related offers and co-branded offers.
The objective was to find an appropriate co-branded offer that would appeal to business professionals and business’s to increase both individual and corporate customer satisfaction and thus increasing loyalty.
 
Target Audience:
  • Members of the IsTcell club that is geared towards business professionals and businesses.
  • Current and potential customers of Shell
Campaign Dates:
10.12.2007 - 10.09.2008
 
Solution:
Most companies and their working professionals have needs in terms of transportation which means that fuel is a basic necessity for the target audience.  Turkcell came together with the world-wide brand Shell in a co-branded mobile campaign.  For every purchase of fuel from Shell both parties created an offer unique to its sector, a %5 discount on fuel )Shell) and free airtime or minutes from Turkcell. 
 
Mechanism:
Turkcell IsTcell members opted-in to the IsteShell campaign via sms.  After that for every purchase they received points that could be collected as a discount on fuel or free airtime/minutes from Turkcell.  The members that opted-in to the campaign received an sms as to how many points they had after every purchase and they could also query this information via sms. 
 
Communication:
360 degree marketing communication is employed:  conventional media channels such as TV, radio, outdoor; pop materials and digital media channels - internet and mobile are used to advertise the campaign.  In terms of mobile channels targeted sms and mms are effectively used to obtain potential customers.
 
Results:
  • Very high customer satisfaction index is obtained: ~ 90%.
  • 266.000 active distinct users, that is above the initial target, obtained $5,83 mio free benefits via the points ) fuel discounts, free airtime or minutes ).
 
*Results mentioned above are for the period covering 10.12.2007 - 15.06.2008

BMW Mobile Video Companion Ad (Rhythm NewMedia)

Rhythm NewMedia and BMW Mobile Video Companion Ad Campaign Yields 7.72% Click through to WAP site
 
Background
Starting in September 2007, BMW launched a unique mobile advertising campaign for the new BMW 1 Series Coupé to increase brand awareness of the new model and to encourage users to sign up for a test drive, request a brochure, find their local dealership or get more information. BMW chose Rhythm NewMedia for the mobile portion of their campaign for the 1 Series Coupé because Rhythm could seamlessly integrate both brand and call-to-action advertising on mobile phones utilizing bespoke mobile video pre-rolls. Also, using demographic information provided by the user, Rhythm was also able to target BMW’s ads exclusively to adults ages 25-34 watching free mobile videos on 3 UK. These video ads were placed with Rhythm’s ad network using the media buying agency Zed Media.
 
Objectives
  • Increase brand awareness for the new BMW 1 Series Coupé
  • Target only adults 25-34, who are hard to reach exclusively through other channels
  • Grow awareness of BMW to a new audience of consumers who have never bought a BMW due to budgetary constraints
  • Precisely target a new audience of potential BMW buyers without cluttering or distracting base customers with the new messaging
  • Position the car as a true performance model with Efficient Dynamics
  • Increase call to action for 25-34 adults to request additional information from BMW such as a test drive, a brochure, or information on how to find their local dealership
Solution
  • Use Rhythm’s unique brand and call to action mobile video companion ad product to offer more information to the consumer
  • Use Rhythm’s demographic information to add a targeted element to a broader campaign
  • Frequency manage ads to target audience
  • Measure customer interest through call to action graphical banner ad click throughs and Mobile WAP site traffic
  • Use mobile video ads to both demonstrate the style and movement of the car and also reach customers in a very personally manner
  • Provide consumers with the ability to watch a vast array of quality content ranging from, News, Sport, Entertainment and Movies on 3 UK due to ad funding
Results
  • Delivered video ad impressions as planned to only 25-34 adults
  • 7.72% click through rate average for companion ads
  • 67% increase in traffic to the mobile WAP site, http://mobile.bmw.co.uk/1coupe
  • The following brand awareness metrics were measured using Rhythm’s unique in-line brand awareness research solution
  • 23% spontaneous awareness recall )30% among males)
  • 60% prompted awareness recall
  • 54% correct brand message attribution
  • 29% felt more positive about the brand after seeing the add

Citroën – C4 Pallas (Mobext Brazil, Media Contacts)

Citroën – C4 Pallas )Mobext Brazil, Media Contacts)
SMS Campaign: Delivering Geo target information
 
Background
In 2008, as part of the campaign “You haven’t seen so much technology, at least on the streets”, Media Contacts Sao Paulo and Mobext Sao Paulo created an interactive campaign for C4 Pallas to encourage Citroën prospects to participate in a test drive.
 
Goals
The idea was to generate leads and sign-ups to receive a nearby dealer locator contact by text message. After the Toyota Corolla was launched, the challenge was to keep up Citroën sales volume and market share. The media at Media Contacts felt it could use mobile as a new communication platform that could extend and enhance the existing media mix messaging capabilities, thereby creating greater intimacy with the consumer.
 
Solution
Mobext Sao Paulo, together with MC Sao Paulo, developed a campaign that combined banner registration and SMS broadcast. Prospects opted in into the program by filling its data )name, zip, mobile number) into the banner. Then the users received a text message containing a click-to-call number for booking test-drive.
 
 
Results
The mobile action occurred from April 1st to 30th with the following formats and channels: Square and Super Banner at Quatro Rodas anchor site, Super Banner at Webmotors homepage and Big Banner at the Globo.com homepage. In total there were more than 33 million impressions. The campaign was so successful that in 5 days 80% of the early campaign schedule of SMS sending was achieved. We managed to raise the investment and extend the campaign until the end of the month. The campaign captured many potential consumers interested in buying the car, and this information is already being applied by Citroën dealers. In addition to impacting potential buyers we were able to locate the regions where there is most interest on acquiring C4 Pallas.
 
The results of the campaign surpassed expectations. In 28 days, 20.000 registrations were completed. There were more than 200.000 clicks on the creative ads. The campaign is generating positive online buzz as an innovative mobile action in the Brazilian market and one with great creative. As a consequence of all that efforts we managed to raise significantly the test-drive bookings subscribed through click-to-call and C4 Pallas hot site.
 
Generated Leads
 
 

Hyundai Revs Up Its New Luxury Vehicle with Mobile Advertising (Nokia)

 
The client – Hyundai Motor America
Hyundai Motor America, headquartered in Fountain Valley, Calif., is a subsidiary of Hyundai Motor Company of Korea.

Mobile Case Study: Jaguar XF Pre-launch (Yahoo!)

 Mobile Case Study: Jaguar XF Pre-launch )Yahoo!)
 
 
 
Client Need
In conjunction with the Jaguar XF’s reveal at the LA Auto Show, Jaguar wanted to communicate the vehicle’s break through styling and unique features
 
Campaign Goal
Drive qualified traffic to the XF mobile website to engage consumers in the XF “experience” and capture handraisers
 
Tactics
Utilize a combination of broad reach and hyper targeted advertising on Yahoo! Mobile
 
Success Metrics
Jaguar’s first ever mobile campaign was successful on many levels
  • Yahoo!’s large reach to generate instant awareness
  • Yahoo!’s industry leading targeting products allowed Jaguar to pinpoint in market shoppers 
  • Yahoo!’s audience on the Jaguar mobile site was highly engaged, taking over 56,000 actions and generating 2,400 qualified leads*
“Jaguar’s first venture into mobile advertising with Yahoo! to promote the launch of the new 2009 XF Sedan was a success. Yahoo! Mobile has proven to be a valuable avenue through which we are able to reach an emerging customer base of mobile users who are an ideal fit with the Jaguar brand. “
 
Marti Eulberg
VP of Sales and Marketing Jaguar North America
 
Objectives
  • Build awareness of the XF in conjunction with the reveal at the LA Auto Show
  • Drive qualified traffic to the XF mobile website to engage consumers and capture handraisers )leads before a car is actually released)
 
Target Audience
M35-54, HHI $150k+
 
Flight Dates
11/15 – 12/31/2008
 
Strategy
  • Utilize a combination of broad reach and hyper targeted banners across the Yahoo! Mobile website 
  • Develop an engaging mobile site* with multimedia elements such as photos and video, as well as generate pre-release interest by capturing handraisers, brochure requests and dealer locator
Tactics
  • Front page roadblocks on day of release )11/14) and follow up on )11/19)
  • Behavioral targeting near team auto intenders with express interest in luxury or sports cars
User Interactions on the Jaguar Mobile Site
  • 56,000 actions
  • 11,468 videos consumed
  • 2,447 leads
  • 1,478 handraisers )emails collected)
    • 969 located a dealer
    • 96% completion rate of dealer locator form
 
 

Steering Mazda Customers (iCrossing)

Steering Mazda Customers
 
Company: iCrossing
Brand: Mazda
 
We started working with Mazda USA, the division of Mazda that oversees the sales, marketing, parts and customer service support of Mazda vehicles in the United States, six years ago, in 2001. In early 2006, as a part of our IAOR engagement with Mazda, we began discussing solutions to expand the Mazda Web presence to non-browser type channels by creating a mobile-enabled site.

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Objectives
Together, iCrossing and Mazda established the goals of the project. The primary goal was to expand the reach of the brand, and to also build and develop brand loyalty with the target audience by establishing the Mazda brand as innovative and ahead of the curve. To that end, it was important to define the customer journey from the perspective of the mobile user, and utilize and develop a series of new mobile applications and relevant content, rather than simply repurposing the content and functionality that exited on the traditional website.
Once we determined the type of metrics or information to be tracked, iCrossing was able to meet Mazda’s next objective which was to create a single interactive marketing dashboard where all metrics – including those coming from other vendors and agencies – could be viewed and analyzed.
 
Solution
iCrossing developed Mazda Mobile to feature a number of capabilities that are specifically tuned for phone browsing visitors. To provide the best experience possible, the mobile site was designed to “sniff” a visitor’s phone type, screen resolution, and connectivity speed — adjusting its presentation format/design for optimal viewing. And through the dashboards we created, Mazda is also able to track which devices and resolutions are being used to access Mazda Mobile.
The mobile journey is different than the traditional online journey, so iCrossing developed a series of mobile personas to establish the needs of the mobile Web user. Primarily, Mazda Mobile presents mobile users with vehicle information in a mobile-friendly format. And because the site can detect the type of device used to access it, images are served to those phones that have larger screens that are suited to such display.
The rich application interface provides core vehicle information and thumbnail photos, the ability to locate a dealer, a method to opt in for communications via SMS and access to contact Mazda North American Operations. Page weight was also considered, knowing how important it is for mobile content to load quickly and efficiently.
 
Results
Mazda Mobile was initially rolled-out in a beta version to Mazda specific customers in March 2007. The site officially launched in May 2007, and since then has received more than 40,000 unique visitors, who completed more than 38,000 key performance actions, using Dealer Locator, Inventory Search and Keep Me Updated Opt-In areas of the site.
We have also created additional functionality for the website, including an application that allow users to find a local dealership and receive dealer locations and driving directions via SMS through requests originating on the full website; this functionality launched in November 2007 and additional functionality will be added to this application over time.