Fundraising/Non-Profit | MMA Global

Chicago Shakespeare Theater, Leo Burnett & Iris Mobile win the Super REGGIE Award for “Sunday in the Park with George”

Chicago Shakespeare Theater and Leo Burnett USA kicked off fall production of “Sunday in the Park with George” with a surprise live performance by actors from the musical at the Art Institute of Chicago. What was surprising about the performance? The actors performed in front of a life-sized replica of the famous masterpiece by George Seurat, but this replica was missing key figures from the original work of art.

Teaser Image: 
Chicago Shakespeare Theater, Leo Burnett & Iris Mobile win Super REGGIE Award

InMobi Case Study – UNICEF

The Challenge:
United Nations Children’s Fund (UNICEF) is a global organization with a mission to build a world where the rights of every child are made apparent. InMobi donated media for a mobile ad campaign across Indonesia to raise awareness about the benefits of exclusive breastfeeding.
 
The Solution:
Teaser Image: 
Case Study Type(s): 

TakePart, Participant Media & Waterfall Mobile Join To Protest “The Cove” - A Case Study in Digital Activism

The Campaign
Winner of the Academy Award for Best Documentary Feature, and winner of the 2009 Sundance Film Festival’s Audience Award, “The Cove” follows a team of activists and filmmakers as they infiltrate a heavily-guarded cove in Taiji, Japan.

Teaser Image: 
Text DOLPHIN to 44144

Behavioural targeting pays off for the Progressive Business Forum

Member Submitted Content
Submitter's Company: 
Yonder Media

Objectives:
With the objective of achieving sustained economic growth and prosperity, The Progressive Business Forum (PBF) turned to Yonder Media to develop and execute a mobile campaign that created ongoing dialogue between the business community and the country's policymakers. The campaign was required to directly engage consumers with the mobile website, creating an opportunity for the stakeholders to participate and contribute to the dialogue.

Teaser Image: 
Case Study Type(s): 

THMBNLS – the World’s First Interactive Made-for-Mobile Drama (Incentivated )

Member Submitted Content
Submitter's Company: 
Incentivated

THMBNLS – the world’s first interactive made-for-mobile drama
www.thmbnls.mobi / www.thmbnls.co.uk
Department for Children, Schools and Families (DCSF) / Central Office of Information (COI)

Incentivated (mobile agency)

Teaser Image: 
Thmbnls webite - www.thmnls.co.uk
Case Study Type(s): 

Bookstart Distributes Nearly 80,000 Free Books (Incentivated)

Bookstart Distributes Nearly 80,000 Free Books Following Mobile TV Response Campaign )Incentivated)
 
Normal 0 false false false EN-US X-NONE X-NONE MicrosoftInternetExplorer4 /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin-top:0in; mso-para-margin-right:0in; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin;}
Section / Category
General or Fundraising / Not for Profit
 
Campaign background and objectives
 
The campaign, created by Kitcatt Nohr Alexander Shaw in partnership with mobile agency Incentivated, was planned by Trinity Communications and bought by Manning Gottlieb OMD. Its objective was to encourage parents and carers of young children, particularly the hard to reach social groups of teenage mums, single parents, parents with basic literacy skills and non-native English speakers, to read more to young children and communicate the benefits of reading to children under four years of age by offering them the chance to text in to receive a free books.
 
Viewers were encouraged to respond to the adverts by texting free from their mobile phones. By utilising geo-demographic audience insights it was revealed that TV was the best choice of media, not only because the target audience view daytime TV but because they make regular appointments to watch specific programmes. Targeting this audience necessitated a free text response mechanism as the audience had limited online access but high mobile telephone ownership, hence mobile was chosen as the sole response mechanism for TV viewers to order books from Bookstart.
 
Solution
 
A heavy weight television campaign delivered 1,236 20 and 30 second ads on 34 terrestrial and digital channels for one month. The ads were strategically shown during the day for maximum exposure amongst the target audience of parents and carers of children of all ages.
 
The ads featured a mobile call to action inviting viewers to text BOOK to 80800 to receive a free book. Once the initial SMS message has been sent a text is sent back to the viewer asking them to reply with the word START followed by their name, house number and postcode. The text call to action was the only response mechanism used on the television ads.
 
To view the TV ad, please visit Normal 0 false false false EN-US X-NONE X-NONE MicrosoftInternetExplorer4/* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi;}http://www.bookstart.co.uk/Early-years-news-article&newsid=0000083.
 
Results
 
Following the campaign an attitudinal tracking study was undertaken by research company Synovate. The study found the following results. )Sample group: The research was carried out amongst a sample group of 275 parents and guardians of children under 4 years old.)
  • Campaign text response rates were extremely good at 79,415 with the ads also proving to be both well liked and persuasive by the target audience.
  • The advertising campaign achieved high recognition based on the 285 TV Ratings )TVRs) spent, falling in line with selected benchmarks.
  • Around 4 in 10 people recognised at least one element of the Bookstart TV campaign
  • Out of those who recognised the Bookstart TV ads;
    • 91% thought the ads were ‘clear and easy to understand’
    • 87% thought they ‘stood out as different’
    • 90% thought they were ‘really good ads’
    • 86% thought they were ‘aimed at people like me’
    • 77% agreed they ‘made me want to read to my child more’
 
Trinity’s research found that; 
  • After profiling the campaign respondent’s postcodes, analysis showed that the nine Mosaic types which most reflected the hard to reach target audience were proven to be 56% more likely to respond to the Bookstart TV campaign than the average UK adult.
 
Text Responses:
Analysis conducted by Incentivated of the text requests has identified which TV spots generated the highest responses. Other campaign results include:
 
  • In total the campaign resulted in 79,415 text requests for books. This represents 8% of the estimated 1 million UK households with children aged 3-4 years old. On average each TV spot resulted in 64 texts.
  • Mobile was the only response channel used. The text call to action appears prominently at the end frame of each ad for 3 seconds. The service was totally free to use )text messages were free on zero rated shortcode, books were also delivered free of charge).
 
Emily Butt, Bookstart Campaigns and Communications Manager, Booktrust speaking of the campaign said: “Our experience shows that reading to children as babies and infants helps them develop a lifelong love of reading and has emotional and academic benefits for the child’s development. This TV campaign has reached groups in society who don't always think of book sharing. We're delighted that mums and carers have texted us in such numbers for a copy of our guide to book sharing and information on how to obtain free books for their children.”
 
Marc Nohr, Managing Partner at integrated agency Kitcatt Nohr said of the results; “Our debut TV campaign for Bookstart, with its text call to action, has yielded excellent response results and provided a wealth of tracking data to help us tailor our planning for future campaigns.  We’re delighted that our fun and accessible animated TV campaign has helped parents and carers to access these free books and reap the many benefits of reading to kids.”
 
Simon Timlett, Partner at media planning agency Trinity Communications commented:  “These stunning campaign results support our strategy to recommend TV as the sole media and text as the sole response mechanism for this hard to reach audience. By analysing the media habits of the target audience we were able to choose to run this campaign primarily on daytime TV due to its reasonably low cost and to engage hard to reach social groups who often make appointments to view programmes broadcast during the day.”
 
Robert Thurner, Commercial Director of Incentivated adds: “This campaign proves what we have known for some time. Mobile provides an immediate response to advertising, whether using above or below the line channels, and offers brands the accountability on a scale TV advertising has lacked for years. Text messages are time and date stamped, allowing us to correlate responses with the TV spots broadcast, which allow us to draw meaningful conclusions with far-reaching implications for advertisers”.
 
For further information:
 
Robert Thurner, Incentivated 0845 130 3985, Mobile 07793 804419
Marc Nohr, Managing Partner at Kitcatt Nohr on T:0207 012 3950
Simon Timlett, Partner at Trinity Communications on T: 0207 467 8910
Ali Waters, AWPR on behalf of Kitcatt Nohr and Trinity Communications M: 07947 472578
 
Notes to Editors
 
About Incentivated
Incentivated works with global brands to help them communicate with customers instantly and easily via their mobile phones.  We develop and manage mobile marketing campaigns and services on local, national and international levels. )Patented) technology, developed by Incentivated, allows our clients to reach people in all corners of the world and in many languages, using text messaging and the mobile internet.
 
We believe the mobile phone is an intensely private medium. Respecting this principle, our campaigns provide information that consumers find useful and welcome. 
 
Founded in 2001, Incentivated's fast growing client base includes British Airways, Hilton Group, Carphone Warehouse, OneTel, Scottish Power and Macmillan Cancer Support.
 
Kitcatt Nohr Background:
Integrated creative agency, Kitcatt Nohr Alexander Shaw )abbreviated Kitcatt Nohr, not KNAS) launched in January 2002 and is fully owned by Creative Partner Paul Kitcatt, Managing Partner Marc Nohr, Client Partner Vonnie Alexander and Chairman Jeremy Shaw.
 
The agency’s clients include Booktrust, Glenfiddich, Britannia, NS&I, Waitrose, WWF, Carphone Warehouse, John Lewis, Charles Tyrwhitt, Citroën, Norwich Union Healthcare, the Department of Health, COI, Friends Reunited, LA Fitness and NSPCC.
 
Kitcatt Nohr are Marketing’s Direct Agency of the Year for the second year running.
 
For more information please visit www.kitcattnohr.com
 
Trinity Communications
 
Trinity Communications is a media planning agency, founded in July 2007 by Partners, Phil Nunn, Simon Timlett and Amy Lennox. Their clients include New Look, Sling Media, Charles Tyrwhitt, Booktrust, Carphone Warehouse, WWF, Alton Towers, Salvation Army and COI.
 
Trinity was set up to help businesses use media more effectively without silos and is based on the core belief that successful media planning unifies Digital, Brand and Direct with one single communication strategy. Trinity’s unified approach to media planning creates effective, practicable and more profitable communications for advertisers. Great media is about the balance and blend of these skills.
Teaser Image: 
Case Study Type(s): 

Mobile Enhancing the Performing Arts Center (Verizon Wireless)

Mobile Enhancing the Performing Arts Center

Company: Verizon Wireless

Brand: Lincoln Center for the Performing Arts Inc.
 
Introduction:
“Marketing over the mobile channel has put some real swing in our outdoor dance program. Getting people to cha-cha-cha requires flexibility and fast action, all delivered through our text messaging program,” says Nan Keeton, Vice President of Marketing and Business Development for Lincoln Center for the Performing Arts Inc.* Lincoln Center is the world’s leading performing arts center, located on 16.3 acres in New York City and hosting over 5,000 performances annually. In the Summer of 2007, Lincoln Center for the Performing Arts Inc. launched Lincoln Center’s first mobile marketing platform as part of the promotional campaign for the summer outdoor dance series Midsummer Night Swing. This pilot text messaging program featured a Text Alert Program )The Midsummer Night Swing Text Club) and a Cellular Voting Competition )The Mad Hot Midsummer Dance Off). The purpose of this article is to review Lincoln Center’s first foray into investing and experimenting with mobile services.
 
First Steps in Launching Cellular Marketing at Lincoln Center
To launch this pilot program, Lincoln Center forged a promotional partnership with the New York Metro marketing department of Verizon Wireless. Verizon Wireless absorbed all the program’s costs in exchange for brand exposure via Midsummer Night Swing marketing channels. This partnership’s structure enabled Lincoln Center to test these mobile marketing platforms without a financial investment.

The internal education of Lincoln Center’s staff played an important role in spurring the launch. The Verizon Wireless marketing department invited Lincoln Center staff members to attend various cellular events around New York, showcasing mobile principles and possibilities. Verizon Wireless also worked with Lincoln Center to integrate a fun cellular raffle into an all-employee Lincoln Center staff meeting. 

Choosing the Right Program -- Midsummer Night Swing
The Lincoln Center series Midsummer Night Swing,  a summer dance series taking place on the Josie Robertson Plaza, provided an ideal set of events for Lincoln Center’s first mobile integration. Comprised of twenty-five out door summer dance parties, the series has a demographic that skews younger than all of Lincoln Center’s other programs, fitting well with American SMS usage patterns. Midsummer Night Swing also reaches a vast audience, with roughly 70,000 people attending the events per year, either as ticket- purchasers or as a spectators.
 
Mobile Initiative #1 – Text Message Club
Billed as “The Midsummer Night Swing Text Club,” this mobile alert program offered patrons the opportunity to opt-in on their phone and receive exclusive offers and information via text message. To join to the “Text Club,” patrons were prompted to text the phrase “swing” to the cellular short-code 22699. Ten promotional text messages were sent to the growing member base over the course of the season. These “texts” included general promotional announcements, up-to-date rain alerts, a win a free margarita promotion )redeemed by showing a text message at the event’s concession stand) and a 2 for 1 discount )redeemed via an exclusive online promotion code).
 
Mobile Initiative #2 – Cellular Voting Competition  
Incorporated into a single Midsummer Night Swing event, this mobile dance contest featured cellular judging by the event’s attendees. Professional judges from Fox’s So You Think You Can Dance selected a set of finalists from the dancers attending the concert.

The crowd then judged the final round via text messaging by “texting” the bib number )worn by each contestant on their chest and back) of their favorite dancing couple to a uniform short-code. Instantaneous voting results were tabulated wirelessly and projected on a large screen above the stage. Vote-making also entered patrons into a cellular raffle and four winners were sent a “you’ve won” text message with redemption instructions at the end of the night.

Methodology:
Dates:
  • The Text Alert Program was launched on May 1 and ran through the entire Swing Season )June 19 – July 21). The platform remains active to increase membership for future cellular initiatives for Midsummer Night Swing 2008.
  • The Mad Hot Midsummer Dance Off was part of the Midsummer Night Swing July 3rd event, which featured the Todd Londagin Big Band.
Venue:
  • All Midsummer Night Swing events took place on Lincoln Center’s Josie Robertson Plaza. The expansive plaza, located around the iconic Lincoln Center fountain, is in front of the Metropolitan Opera House and adjacent to the sides of the State Theater and Avery Fisher Hall.
Service Providers: Verizon Wireless )New York Metro) and  their vendor, Vibes.
 
Promotional Channels: Opt-in language for the text alert program )accompanied by the Verizon brand)  was promoted via various marketing channels. These channels included the Lincoln Center website, Lincoln Center email blasts, print advertising in New York publications and via palm sized flyers that were distributed at select swing events. The cellular dance competition was advertised through email and on the Lincoln Center website.
 
Results:
Text Messaging Alert Program
Text Alert Members: 500 Opt-ins )as of August 15)
Number of Messages Sent: Roughly 3000
Response Rate for Free Margarita Promotion: 4 Redemptions )200 members at the time of promotion)
Coupon Redemption Rate for 2 for 1 ticket promotion: 5% )450 members at the time of offer)
Cellular Mad Hot Midsummer Dance Off Votes: Over 100 unique voters 
Press Coverage: The cellular aspects of this program were covered in the New York Times Urban Eye Newsletter and featured in a segment on MSG television.
Phone Prize Redemption Rate: 100%
 
Discussion:
The intention of this trial was to explore mobile mechanics and to identify future mobile marketing avenues for Lincoln Center. Both SMS integration platforms were successful at achieving these two goals. Lincoln Center learned key lessons about mobile programs, while also identifying ways to perfect and expand its cellular efforts.
 
The rain alert program, a theoretical cellular customer service feature, proved to be difficult to manage. The delivery of accurate weather-based information was unrealistic, given the allocated resource of a single staff member eyeing the weather on-site. For example, the first rain alert )“The rain has stopped. Put on your dancing shoes and come to Lincoln Center.”), was followed by a severe thunderstorm 10 minutes after text club members received the message. Given the fickle nature of weather, this mobile platform would most likely require a more advanced integration with digital weather reports.
 
Lincoln Center also learned how important short-code visibility is in cellular voting contests. During the Mad Hot Midsummer Dance Off, many crowd members were unable to see the contestant’s bib numbers )the cellular shortcode worn by the dancing participants). Therefore, the pool of potential voters in the audience shrank dramatically and limited the number of participants. In the future, Lincoln Center plans to project the dancing couples onto a large screen for viewing across the Lincoln Center plaza.
 
The two most exciting results were the acquisition of 500 members for the text club and the redemption rate of 5% for the mobile coupon. The willingness of 500 passionate swing dancers to opt-in )in spite of the typical 15 cent receiving cost of text messages) is an indication of the level of patron excitement about this new media channel. It was also valuable to learn that the mobile delivery of discount offers )redeemed via promotion codes on Lincoln Center’s website) could be an effective way to stimulate ticket sales. Observing that a mobile platform could work in conjunction with the newly increased functionality of Lincoln Center’s website, LincolnCenter.org, was helpful in the imagining of the center’s mobile future.
 
For Verizon Wireless, this partnership with Lincoln Center proved to be extremely beneficial as well. “As a premium carrier we are thrilled to partner with Lincoln Center for the Performing Arts, a premium brand that is both well-respected and multi-cultural,” explains Matt Pyra of the Verizon Wireless New York Metro Marketing Department. Especially exciting to Verizon Wireless were the mentions of the Midsummer Night Swing cellular initiatives in Spanish newspapers and on Telemundo, one of New York’s premiere Spanish television stations. “It was a mutually beneficial partnership on all levels, but particularly in respect to inventive channels of brand exposure,” Pyra continues. Along with Lincoln Center’s marketing channels, Verizon’s logo appeared on a projection behind the performers during the Mad Hot Midsummer Dance Off and Verizon Wireless brand ambassadors mingled with Lincoln Center crowds, educating patrons in person about “texting” technology and how to further use their wireless device.

In addition to Lincoln Center, Verizon Wireless has partnered with other non-profits around the city. Verizon Wireless aims to integrate SMS messaging as a mobile marketing platform into more arts-based organizations in NYC, providing them unique cellular tools to market and educate their patrons.  

Conclusion:
“We’ll definitely keep mobile marketing for the upcoming season. Particularly in a fast-moving pedestrian city like New York, it’s working,” says Nan Keeton about the pilot Midsummer Night Swing mobile marketing program. Midsummer Night Swing is just one of Lincoln Center’s seven presentation series, which also include Lincoln Center Festival, Great Performers, Mostly Mozart, American Songbook and Lincoln Center out of Doors. However, unlike Midsummer Night Swing, these programs traditionally attract an older and therefore less theoretically adaptive demographic for text messaging. A future challenge for Lincoln Center will be determining the right strategy for integrating mobile platforms into its other series, which include classical music, Broadway, dance, and opera.
 
Within the past year, Lincoln Center also began the distribution of podcast content over the internet.  Lincoln Center’s first Podcast series, named “Vocal Cords,” features artist interviews and sound bytes from recorded performances. Whether it be for revenue generation, education or marketing, the distribution of this type of content over the mobile channel holds many possibilities given the strength the of the Lincoln Center brand.
 
Campus-based applications for mobile platforms exist as well at Lincoln Center. The Midsummer Night Swing mobile pilot program came on the heels of Lincoln Center’s launch of a campus-wide free WiFi network. Donated by Nokia, Lincoln Center’s new WiFi network allows anyone to surf the web on the plazas with a laptop or handheld mobile device that supports the internet. This WiFi network will give Lincoln Center the capability to deliver exclusive cellular content across the 16 acre campus.

After more than four decades of artistic excellence and service to its community, the nation, and to the world, Lincoln Center is also embarking upon a major transformation initiative to fully modernize its concert halls and public spaces, renew its 16-acre urban campus, and reinforce its vitality for decades to come. A part of this new landscape will be integrated digital information technologies aimed at enhancing the visitor experience. This new digital façade will give Lincoln Center more potential terrain for patron interaction via the mobile channel. Going forward, Lincoln Center will have to also evaluate whether to invest in mobile software with the capability to activate large-scale interactive mobile programs for the campus.  

The next steps for Lincoln Center will be continuing to grow the current mobile program for Midsummer Night Swing, while discovering ways to use mobile platforms for its other programs. Plans are already in the works to incorporate a text messaging platform into American Songbook, an annual series of Broadway, bluegrass, country, rock, R&B and soul. Looking ahead,  Lincoln Center will continue to explore ways to integrate the mobile channel into the promotional and physical landscape of the performing arts center.
 
* The Lincoln Center complex is comprised of 12 Resident Organizations, and Lincoln Center for the Performing Arts, Inc. is one of those 12. The 11 other organizations are The Chamber Music Society of Lincoln Center, The Film Society of Lincoln Center, Jazz at Lincoln Center, The Juilliard School, Lincoln Center Theater, The Metropolitan Opera, New York City Ballet, New York City Opera, New York Philharmonic, The New York Public Library for the Performing Arts, and the School of American Ballet. For the purposes of this article Lincoln Center for the Performing Arts Inc. and the campus that it manages will be referred to as Lincoln Center.
Teaser Image: 
Case Study Type(s): 

Mobile Research on Event Sponsorship and Green Efforts Yields High Response Rate and Rich Datea During Live Earth Concerts (Lig

Mobile Research on Event Sponsorship and Green Efforts Yields High Response Rates, Rich Data During Live Earth Concerts
 
Background
Building on the explosive growth of mobile phone usage and increased need for on-demand surveys, Lightspeed Research has developed an innovative mobile research platform. The Live Earth Concerts held worldwide in July of 2007 provided an excellent opportunity to test the capabilities of this promising new research method.
 
Objectives
With traditional types of research, measuring the effectiveness of event sponsorship and advertising has proved difficult due to its lack of immediacy. Reaching people on the go and at the time of experience, and connecting with younger populations online or via more traditional methods, has been a long-standing challenge for researchers. In light of these facts, Lightspeed’s objectives were two-fold:
·    Create an effective method to gauge event sponsorship effectiveness among 18-45 year olds in real time
·    Measure their interest in green issues raised by the concerts and awareness of event sponsors 
 
Solution
In conjunction with The Ethical Reputation Index, the UK’s leading tracker of corporate ethical reputation, Lightspeed Research conducted a mobile survey during the July 7 day-long concerts held on seven continents. They surveyed people ages 18-45 who were aware of the Live Earth event ― 200 in the UK and Australia, and 600 in the US. Questions focused on combating climate change, the Live Earth concerts and artists, and awareness of event sponsors.
 
Results
The study was very effective in achieving the research objectives, yielding:
·    High response rates )around 20% among the 18-34 age group)
·    Fast response to surveys )on average 63% of surveys completed within the first hour of survey invitation during the concerts)
·    Rich data sent to The Ethical Reputation Index for analysis )results delivered the same day)
 
When asked to identify the sponsors of the Live Earth concerts, many respondents struggled to spot the companies actually supporting the event. MSN and Pepsi had the highest awareness of brands in connection with the Live Earth concerts and, surprisingly, so did non-sponsors Yahoo and Coca Cola.
 
While the majority of respondents felt that Live Earth was unlikely to encourage them to do more to combat climate change, those watching the event responded more positively )61% US, 51% Australia and 37% UK). Although reusing and recycling were shown to be common activities, fewer respondents were willing to reduce car or air travel, or seek greener product/service alternatives.
 
Overall, the results suggest that global events such as Live Earth can have a positive influence, but may not be the most effective medium for advertisers to reach the widest possible audience. And mobile research proved to be a highly effective method of capturing targeted, timely data.
 
Teaser Image: 
Case Study Type(s): 

Fair and Lovely Scholarships

A.  Background

The Fair & Lovely scholarships are awarded annually  to deserving young girls who intend to pursue higher education in India leading to Graduation, Post-Graduation and PhD. Awarded by the Fair & Lovely Foundation, the Rs 100,000 )US $ 2500) scholarship is meant for women ‘with an aptitude and ambition to achieve their goals’. This Scholarship was instituted  5 years ago with the objective of enabling economic empowerment to Indian women. In India, low-income families, are unable to provide opportunities for education due to resource constraints. The support provided by Fair & Lovely Foundation has helped girls avail opportunities of higher education and acquire skills in appropriate professions thereby carving a path for their future.

 Over 300 women across India have been awarded scholarships through this programme. The scholarship accomplishes those dreams which would have remained unfulfilled, talents that would have remained untapped and opinions that would have gone unnoticed. The Fair & Lovely Foundation is an initiative of Hindustan Unilever Limited. It seeks economic empowerment of the Indian women- “Your destiny is not just where you are, it is just one step away."

 

B. Communication Goals

To provide visibility and synergy to the Fair & Lovely Campaign - Reliance Communications’ R World platform was thought to be the best medium for advertising the Scholarship programme for women as it gives a high reach in the desired target group

The Reliance Mobile network covers 10,000 towns and 300,000 villages.

The Foundation specifically targets women who are from the low-income groups in the rural and urban India.

This being a CSR activity the objective was to enable lead generation of potential women candidates with a cost effective campaign  as Hindustan Unilever Ltd did not include the traditional media – TV & Print in its plan. To break free from the clutter of the traditional medium and be the first brand under the Hindustan Unliver Limited umbrella to explore the mobile platform which has never been used by the company in India before.

Induce call for action by enticing the user to fill in personal important details after sharing   the Scholarship and Fair & Lovely Foundation information which then could be followed upon to shortlist the applications received.

 

 C. Media Solution & Execution

Considering the prevailing situation in terms of media fit and the campaign objective, the Reliance CDMA network of handsets had a unique platform, R World which has the capability of featuring substantial amount content in terms of text, visual and audio, which made the platform highly interactive.

 
With an active subscriber base of over 35 million, of which 20 million hand- sets support the R world application, this medium also gives a high reach in the desired TG. Over 11 million unique users visit the Reliance Mobile World every month. The duration of the campaign was 1 and half moths.

 
1. Banner Advertising: Fair & Lovely Scholarship clickable banner on top of the screen on the Main Menu of the Reliance Mobile World in WAP handsets.

 The Banner was conceived to build rapid awareness about the Fair & Lovely Foundation and scholarship program.

Microsite: The banner was also linked to the microsite which captured the essence of the program in brief and allowed the interested users to apply then and there.

Millions of Impressions )more than 2 million impressions) have been recorded on the Fair & Lovely Foundation Banner Ad.

The Banners were rotated / refreshed at regular intervals to maintain saliency & ensure that it does not become a blind spot.

 
2. Fair & Lovely Scholarship Zone: Lead Generation Zone for the fair & Lovely Scholarships

Aspiring women could apply for this scholarship through Reliance Mobile Phones’ R World for the first time. Short-listed applicants were to be contacted by Fair & Lovely Foundation.

Potential students can send their entries through Reliance Mobile World on R World>Hot N New>>Schlrshp Zn 

Circles targeted to tap maximum number of applications – UP, AP, Maharashtra, Madhya Pradesh  &Chhatisgarh, Tamil Nadu, West Bengal and Karnataka.

Candidates could fill-in important information such as name, age, area of interest to apply through the Reliance Mobile World and apply instantaneously for the scholarship.

The zone also has detailed information about the Scholarship program and   picture of one of the previous scholarship winner – Amrita Singh which will inspire others to apply.

More than 30,000 students have applied on the Reliance Mobile World till date, filling in all 4 inputs required for a successful entry.

 
3. SMS Blast: SMS has been sent to all subscribers in the select circles for driving traffic to the Scholarship Zone, encouraging students to apply.

 
4. IVR: The scholarship Program has also been promoted through the IVR in select circles. The message relayed gave information about the program and directed the subscribers to apply through the Reliance Mobile World.

 
5.  Short Code: Subscribers can also apply by responding through the Short Code 51234 to Reliance Communications.

 
6. Reliance Mobile World Website: Campaign details have also been uploaded on the Reliance Mobile World website.

 

D. What Makes the Idea a Winner & Results

A holistic approach was taken and the campaign included all the elements of mobile marketing- SMS Blast, SMS Shortcode, IVR besides the Banner, Microsite and the Lead Capturing Zone. We received an overwhelming response during 1 and half moths that the campaign was on.

 

E. The Campaign Results

Teaser Image: 
Case Study Type(s): 

Macmillan Cancer Support donations via text message plus Gift Aid contribution via the mobile internet (Incentivated)




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

Entry title
Macmillan Cancer Support donations via text message plus Gift Aid contribution via the mobile internet

Launched
22nd May 2006

Section / Category
Fundraising / Non profit

Campaign background and objectives
Macmillan Cancer Support wanted to offer an alternative method of donating to those unwilling to sign-up to an on-going direct debit or those who do not have a credit card. It was also important that the campaign was compliant with HM Revenue & Customs so they could reclaim Gift Aid contribution. Charities often miss out on the extra income made from Gift Aid donations because it is too expensive to process the paperwork on small donations.

Solution
Details of how to make a donation by text were included on Macmillan’s press ads which appeared in a number of national papers including The Independent and The Guardian. Each publication used different key words (e.g. SUPPORT, NURSE, HELP, MACMILLAN) which allowed precise tracking to determine donations driven by each title.

Texts are sent to premium rate number 85222, which charges the donor's mobile £3. If the donor owns a pay-as-you go phone then credit will be deducted immediately; in the case of a monthly contract phone the amount appears on the next bill.

Once the donation has been made a WAP Push message is sent to donors asking them to visit a Macmillan-branded Mobile Internet Gift Aid form where they can confirm they are a <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />UK taxpayer, allowing Macmillan to claim an additional 28% from HM Revenue & Customs. The mobile channel automates this process and removes the need for manual processing. The fact the Gift Aid form is available on the mobile handset immediately after the text donation has been made reduces drop-off compared with other donation channels. This is a global first for the charity industry.

Results
Donations via SMS proved the most successful mechanism with 59% of donations being made via text compared with 29% by coupon (i.e. post) and 12% by call centre (i.e. credit card). 25% of those people who made a donation via SMS went on to complete the WAP or SMS Gift Aid declaration.

About Incentivated
Incentivated works with global brands to help them communicate with customers instantly and easily via their mobile phones.

We develop and manage mobile marketing campaigns and services on local, national and international levels. (Patented) technology, developed by Incentivated, allows our clients to reach people in all corners of the world and in many languages, using text messaging and the mobile internet.

We believe the mobile phone is an intensely private medium. Respecting this principle, our campaigns provide information that consumers find useful and welcome.

Founded in 2001, Incentivated's fast growing client base includes British Airways, Hilton Group, Carphone Warehouse, OneTel, Scottish Power and Macmillan Cancer Support.


 

Teaser Image: 
Case Study Type(s):