• Insight Express’ AdInsights for mobile used a test/control methodology that measured the attitudinal effect of mobile advertising – two groups were recruited – the control group )unexposed) prior to the campaign and the test group )exposed), once the campaign launched.
• Each survey was delivered directly to the users screen on their WAP enabled/browser mobile device and their responses compared

• 41% lift in Unaided brand awareness
• 23% lift in Aided brand awareness
• 49% lift  in Mobile Ad Awareness
• 407% lift in Safe Drivers Association

• 9 different off-portal applications were developed for each of the events
• Premium content such as Shakira videoclips and MP3s
• TV spots of each of the different car models
• Wallpapers and Screensavers
• SMS gateway to generate a Data Base to schedule car test drives
• SMS gateway to generate a donation to Shakira’s ONG
• SEAT local dealer finder for each of the countires
• Interactive screen application with selective download of contents using Bluetooth or Wi-Fi

Mazda 2 – Mobile Ad Funded Video –Case Study

Background

In September 2007, Mazda launched a new advertising campaign designed to increase awareness of their new bold and stylish car model, the Mazda2. Mobile advertising formed part of their marketing campaign designed to communicate with adults 25-34 in their leisure time. The campaign used video ads on the 3-UK and T-Mobile to reach the Mazda2 target audience. These video ads were placed with Rhythm’s ad network using the media buying agency Mindshare.

Objectives

• Target potential customers that are increasingly hard to reach on traditional advertising channels
• Drive awareness for the Mazda2 car model
• Position the Mazda2 as a stylish and bold new car model

 Solution

• Use mobile video with Rhythm to add unique and targeted element to broad TV campaign
• Deliver Mazda 2 advertisements to core demographic only
• Showcase Mazda2 ad and frequency manage
• Provide consumers with the ability to watch a vast array of quality content ranging from, News, Sport, Entertainment and Movies due to the fact that the Mazda2 targeted advertising was offering the audience the content for free in return for watching their ad

Results

• Delivered 350,000 video ad impressions exactly as planned to 25-34 adults with no wastage

The following brand awareness metrics were measured using Rhythm’s unique in-line brand awareness research solution

• 32% spontaneous awareness recall
• 70% prompted awareness recall
• 52% correct brand message attribution
• 32% felt more positive about the brand after seeing the add

Sprint Mobile Media Network - Hyundai Elantra Case Study (Sprint)<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

Background

In spring 2007, Hyundai launched a new program to increase customer awareness of the Hyundai Elantra and loyalty to the Hyundai brand. As part of this initiative, the company decided to launch a mobile advertising program that would engage consumers in  a rich, immersive mobile experience, including messaging, content downloads, ‘send to a friend’ viral mechanics and mobile Web surfing with the Sprint Mobile Media Network.

Objectives 

·          Target consumers who are often difficult to reach through traditional channels

·          Build awareness of the Hyundai Elantra

·          Position the Hyundai brand as fun and cutting edge

·          Activate music sponsorships with mobile engagement in venue

Solution

Sprint has been defining a highly sophisticated new advertising channel on its mobile, web browsing pages through the Sprint Mobile Media Network. Hyundai is the latest in a series of auto manufacturers to utilize the budding mobile channel as a promotion tool. The end-to-end program leverages the high-reach carrier-grade media on the Sprint Mobile Media Network to drive traffic to its mobile site and incorporates a number of post-click mobile ad mechanics, like user downloads of content, viewing of video clips and sending a link to a friend.

As part of Hyundai’s goal of positioning the brand as fun and cutting edge, the auto manufacturer sponsored South by Southwest, a music and arts festival in Austin, Texas, in March 2007. Consumers were called to action through mobile banner ads promoting ring tones of songs by bands who performed at the festival, and then brought to a slick-looking WAP site that features downloads, screen savers featuring photos of the new Hyundai Elantra, viral “send to a friend” mechanics, and a location-aware dealer finder that allows consumers to click-to-call a local dealer to test drive the car.

Results

·          9 percent click through rate on mobile media across a variety of top media properties

·          More than 7,000 wallpaper downloads and more than 12,000 ring tone downloads

·          Mobile marketing is expanding to other Hyundai models in 2007

GOODYEAR HI-Q AUTOMOTIVE’s CAMPAIGN TO MEASURE CUSTOMER SATISFACTION

Company: Touchwork

Client: Hi-Q Automotive: subsidiary of Goodyear Tire & Rubber in South Africa

Background

The Goodyear operated Hi-Q chain of franchised “Around the Wheel” specialists consists of over 150 owner-operated businesses located throughout South Africa.

Hi-Q’s business strategy is built around its core value proposition – “THE ONE YOU CAN TRUST” - and the commitment of every member of the organization to ensuring that customers are delighted with the treatment they receive each and every time they have contact with the company.

Goals

In its ongoing quest for growth and service excellence, Hi-Q undertook a customer satisfaction campaign over the peak summer holiday season from the middle of November 2005 to end January 2006 using Touchwork’s ESP real time performance management system.

The primary objectives of the campaign were to:

* Determine what customers think about Hi-Q and if it is living up to its commitment to service excellence and slogan of “THE ONE YOU CAN TRUST”

* To enhance the Hi-Q brand by offering a unique and innovative promotional incentive to customers over the peak Xmas period.

Solution

A range of promotional items was produced to market the campaign including a card that contained the survey questions. Customers were encouraged to respond to the survey after their car had been serviced by sending in a text message.

Hi-Q provided a cash incentive – a full refund of the total cost of a service was awarded each day to one customer that responded to the survey. In addition, a grand prize of a motor vehicle would be awarded to one lucky customer at the end of the campaign. Based on these rewards, the campaign was branded “WIN WIN” – win your service back, win a car.

Results

All text message responses were captured and results graphically displayed in real time on a secure website. Head office could view all results and compare branch performance whereas individual stores could only see their results. Negative responses were highlighted and store managers were immediately alerted enabling them to follow-up with the dissatisfied customer.

Over the three-month period of the campaign more than 10,000 customers responded. This significantly exceeded expectations and results from other quantitative surveys using mail-in cards.

Nearly 80% of customers wanted to receive further information, creating a substantial database of names for ongoing mobile marketing initiatives.

Key Benefits

* All the campaign objectives were met and the Touchwork ESP system proved to be very effective and cost efficient for obtaining customer feedback.

* The campaign results confirmed that Hi-Q is achieving high levels of customer satisfaction and meeting its promise of “THE ONE YOU CAN TRUST”.

* Areas for overall improvement were highlighted.

* Underperforming stores were identified enabling Hi-Q corporate to take corrective action.

* Store managers were immediately notified of dissatisfied customers and could take appropriate steps to address the issues and prevent recurrences.

* Store managers could compare their performance with that of the national average in an objective manner and identify areas for improvement.

* A significant opt-in customer database was created enabling further mobile marketing initiatives to be undertaken.

* Hi-Q was seen to be an innovator in a very competitive market thereby further enhancing its brand reputation.

About Touchwork

Touchwork provides mobile marketing and mobile market research solutions in the USA, Europe and Africa based on its ESP platform. Utilizing both text messaging and WAP channels, data can be collected anytime and anywhere with results available in real time on a secure website.

With more than five years of experience across many industries, Touchwork has conducted multiple cell phone based customer satisfaction surveys and product market research campaigns with leading brands including Budget, Goodyear, Airports Company and Guinness amongst others. For more information visit www.touchwork.com or phone Johann Leitner at 858 435-0722

Date:
February 14, 2007

Company:
Nellymoser

Client:
Hachette Filipacchi Media US

Background:
Hachette Filipacchi Media US’ Car and Driver is the world’s largest automotive magazine. Its coverage ranges from the practical to the exotic, with an emphasis on those cars that are heaven-sent to provide all the rewards an outstanding vehicle can confer.

Goals:
Hachette Filipacchi Media US needed to make Car and Driver rapidly available to its established readership anytime, anywhere.

Solution:
The Nellymoser platform, unique creative capabilities and dedication to designing engaging mobile user experiences created Car and Driver Mobile. It provides automotive enthusiasts with a single, informative place to gather information about their favorite cars, keep up with automotive news, and place them in a mobile virtual driver’s seat – all from their mobile phone.

Fans can also read the latest reviews, look up specific stats as they are standing in the car dealer’s lot, view comments on the Car and Driver message boards, as well as purchase branded personalization content such as wallpapers and ringtones. Offering all this integrated in one free ad-supported destination, Car and Driver Mobile not only sets new standards for market penetration, but also quality of user experience.

Results:
<?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Mobile is a fragmented market with dozens of network operators, a diversity of mobile device standards and media formats, and numerous distribution channels with different revenue models. The Nellymoser platform overcomes this fragmentation and with its third party ad server integration enables further monetization of existing media assets through mobile advertising, providing Hachette Filipacchi Media US a fast and efficient path to mobile revenues. Car and Driver Mobile is now available both on and off deck (wap.caranddriver.com).

“With millions of avid car fans, we are excited to offer them a mobile version that they can access important information from a dealer’s car lot or on the road,’ said Marta Wöhrle, SVP, Director of Digital Media, Hachette Filipacchi Media U.S., Inc. “Nellymoser is enabling us to reach the most handsets possible connecting our fans to compelling content through their phones. We see a strong mobile presence as pivotal to providing more access to information that consumers want. This new service is a good complement to what is in print and online.”

Key Benefits and Features:
> Gather car related news and information straight from any mobile device
> Preview and purchase wallpapers and ringtones
> Branded to the look and feel of Car and Driver
> Receive daily news alerts
> Integrated mobile advertising in the form of banner ads
> Integrated with network operator billing systems
> Automatic updates of all content that is accessible through the service with no action required by the consumer
> Comprehensive statistics and analytics package

About Nellymoser
Nellymoser is the leading mobile media and service delivery platform provider. Utilizing Nellymoser's award-winning ASAO Next Generation Mobile Media Platform, tools and portfolio of configurable frameworks, leading media companies and network operators deliver interactive and personalized mobile services that include on-demand video, music, ringtones, communities, games and user generated content. We make it easy and fun for consumers to discover, preview, purchase, create, share and enjoy rich content directly from their mobile devices. Customers include MTV Networks, Warner Music Group, Hachette Filipacchi Media US, Fox Interactive Media, Microsoft, Macromedia, Leapfrog, Ericsson, Vivendi Universal and Electronic Arts. For more, visit nellymoser.com

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CASE STUDY:  MEIJER SUPERCENTER TEXT MESSAGING PROGRAM

Meijer Supercenter, a Michigan-based privately held supercenter retailer, has introduced a new text messaging program that alerts customers of pending changes in the price of gasoline at Meijer service stations. 

Objective:
The goal was to improve customer service by providing loyal customers with inside information via their cell phones.  This summer, gas prices made frequent jumps.  Amidst increased instability, Meijer sent customers to get the most accurate information right away through their text messages.

Program:
Offered with the help of SmartReply, an Irvine, Calif.-based provider of voice and mobile marketing solutions, the program offers a simplistic solution to a very important and personal issue-gas pricing.  Customers can opt into the program by phone, through text messaging or online.  Once customers are registered, they are notified by text message two to four hours before any gas price increase of five cents per gallon or more.  Thus, customers involved in this program have advance warning that allows them to save money. 

The text messages that Meijer sends out are similar to this: “Meijer Gas Alert!  Meijer Gas prices will increase after 1:30 pm EST 5/24/06!  Stop by Meijer and fill up.  Info 1-800-313-2912.  Reply ‘END’ to opt out.”  Meijer has typically sent out one of these text messages per week, but there have been times when the company sent messages more frequently.

Results:
The 100 percent opt-in program was introduced in the Indianapolis marketplace in May 2006.  Since its inception, approximately 1,600 customers have registered.  Meanwhile only 138 customers, or less than one percent of those who signed up, have decided to drop out. 

“Customers see it as fun to beat pump price increases with insider information,” said Meijer Vice President of Customer Relationship Management Michael Ross.

In addition to customer praise of the program, the Attorney General of Indiana has commended Meijer for making use of an innovative method to alert customers about impending price increases.  Though the financial results from the program are currently being collected and reviewed by representatives of Meijer and SmartReply, monetary aims were not the priority in this program.  Overwhelming customer satisfaction has prompted the company to start plans for expanding the program to its entire market.<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

TESTMOVIL – DRIVING TEST JAVA APPLICATION

Brand: Testmovil  
Product: J2ME application with driving test www.testmovil.com
Company: Mobchanics  (www.mobchanics.com)
Partners: Etrasa (Springer Group)

Goals: <?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

• Development of a driving test tool that allows playing in a different form.
• Reinvent the format of classic driving test with books and adapt to mobile format.
• Use it as engagement tool for insurance companies and/or car manufacturers.

Solutions:

• Downloadable application that contains 60 images and questions.
• Every single test has 30 questions and users can ask for a new one mixing random old and new questions in a different order.
• The promotion included TV commercials, Teletext and advertising in Etrasa (content partner) manuals.
• The download of the application used premium SMS with different identification codes.

Results:

• First stage was profitable and we got more than 20.000 downloads at 3 euros each.
• Send to a friend program was also very successful.
• We have now a huge data base of novelty drivers and we are analyzing further actions with new partners.

BOSCH CAR SERVICE – PREMIUM CARD

Brand: Bosch Car Service
Product: Loyalty Card + SMS technology
Company: Pharos Consulting
Partners: Veripark

Goals: <?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

• Introducing a loyalty card program relevant to premium customer segment for Bosch Car Service around <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Turkey
• Starting the first phase of an advanced loyalty infrastructure
• Finding a solution to substitute POS infrastructure with an alternative platform at this initial level

Solutions:

• A loyalty card program is designed together with simple offers to be embedded at this very first phase
• A broad car assistance is put at the centre of the customer offer coupled with benefits and discounts in BCS points
• SMS technology is used at the activation of the loyalty cards to be distributed at service points. Bosch Car Service customer is asked to text-message card number by an SMS to be a member of the program and to fill out customer form.
• Even well before form processing and data entry, SMS platform allows customers to get the full benefit of offered car assistance promotion with SMS registration  

Results:

• Customer data will be collected for profiling and descriptive customer analysis
• SMS registration paves way for permission marketing opportunities for upcoming campaigns and offers
• Design of a loyalty platform and related communication channels is completed in a flexible way

Brand: British Petroleum – BP TURKEY
Product: SMS Campaign + POS Implementation
Company: Pharos Consulting
Partners: Turkcell & Veripark  

Goals: <?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

• Boost the differentiation in the era of rising competition in retail fuels market in <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Turkey
• Taking the full advantage of growing GSM technology and GSM user base
• Increasing campaign maneuvering abilities and faster implementations
• Adding up counter unit and free call duration to the retail fuel market’s promotional item choices
• Collecting transactional database and reaching a back-bone customer database for database marketing purposes

Solutions:

• Series of national SMS campaigns from 2003 to 2006, 6 campaigns with 3 of them offering free counter unit and free call duration, spread over 17 months active campaign time
• Heavily advertised co-promotion with Turkcell, a series of campaigns with (or without) a unique customer offer: free-counter units and free call durations in return for gas purchases, and/or only rich sweepstakes options
• 600 BP POS-SMS infrastructure have been implemented on site
• POS and SMS technologies integrated and customized for BP Fuels; POS machines prints algorithmically shortened unique codes to be sent by SMS to receive promotional offer. The same infrastructure forms also the basis of the data collection channel
• Merchant ID, amount, fuel type, cell phone number, sending time, customer info, payment type, purchase time and merchant info all embedded to the short code mechanism, giving each participating SMS an immense power to carry transactional database

Results:

• Over 2.500.000 customers exceeding 25 mio transactions have been collected, BP acquired a living and vibrant database as well as a strong purchasing data empowered by regional and site-specific flexibility
• Brand recognition has been strengthened with Turkcell campaigns together with positive impact over internal sales
• Free counter units and call duration becomes one of the most valuable customer offers for the first time in Turkey with BP Campaigns
• BP finds a new channel to communicate with and promote its clients