Campaign – s. Oliver- Mindmatics mobile couponing campaign

Company
Gavitec - A NeoMedia Technologies Company (neom.com).

Goals
Mobile coupons sent to user’s mobile phone offer companies a great opportunity to reach buyers and win new customers.

Idea
Mindmatics, a leading German provider of full-service mobile marketing, used Gavitec's stand-alone solution – EXIO – to realize a successful mobile couponing campaign for the German casual-clothing retailer s.Oliver in Munich. More than 100,000 registered members from Mindmatics’ MisterAdGood database received a mobile discount voucher as an encrypted Data Matrix code in a picture message (SMS) to their mobile phone, enabling them to receive 5 Euros off their purchase price with the mobile coupon in 14 s.Oliver retail stores throughout Germany. Using Smart Messaging (e.g. Nokia Picture SMS), MMS or EMS technology, the mobile coupons were sent as a unique and encrypted two-dimensional code on the user’s mobile phone. Information like store name, voucher and amount were not only encrypted in the Data Matrix code but also displayed on the phone screen to inform the mobile phone’s user. To support this special time-limited marketing campaign, the 2d code also contained an expiration date.

Results
Directly at the Point-of-Sale, customers could print and convert their SMS coupon into a real paper-based discount voucher. Installed in the s.Oliver retail outlets, EXIO were used to scan the SMS coupon directly from the phone’s screen. Using the built-in GSM-module, the EXIO scanner verifies the validity of the coupon using a central database to ensure a voucher is redeemed only once and – in case of a valid coupon – prints out a unique paper voucher.

About NeoMedia Technologies
NeoMedia Technologies, Inc (www.neom.com) is the worldwide leader in Mobile Marketing.  Across our leading-edge mobile services providers, over 4 billion on-pack mobile marketing promotions have been enabled, including the largest-ever mobile campaigns. Today, mobile campaigns ranging from SMS/text campaigns to barcode-enabled campaigns can be launched and supported by a combination of applications, technology, and creative services. Our R&D efforts are at the forefront of the industry, creating next generation code-reading capabilities, visual matching, and mobile couponing technology solutions, as well as the world’s most creative, effective and fun mobile campaigns.  NeoMedia holds 27 patents with coverage in 14 countries.

Our global solutions include: qode (www.qode.com), 12Snap (www.12snap.com) Gavitec (www.gavitec.com), Mobot (www.mobot.com), and Sponge (www.spongegroup.com).

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CASE STUDY: Exhibit the perfect mobile marketing campaign!

Client: Vidal Sassoon Hong Kong

Campaign: Exhibit the perfect silhouette

Background and objectives
Vidal Sassoon wanted to target the upwardly mobile, fashion conscious women of Hong Kong’s social scene with the relaunch of one of its premier hair care ranges; a group who are more likely to be wireless or online than sat in front of the TV.  The promotional campaign focused around the trendy Lan Kwai Fong district of Hong Kong where cat-suited promo girls distributed samples and bars, decked out with branded drinks mats, posters and table tents, offered a text-to-win competition with drink and food purchases.

As well as the relaunch, the campaign aimed to position the range as a high-end, exclusive, salon-quality product in a crowded sector to develop an effective interactive mobile element to complement the out-of-home promotional campaign.

Solution:
The Hyperfactory developed a mobile campaign, incorporating downloadable wall papers and a viral mobile game, to attract the largely ‘on the go’ audience, constantly seeking entertainment and activity during commuting times.   As each level of the game was completed it revealed key visuals from the ‘Perfect Silhouette’ TVC on the mobile.  Players could invite friends to play by inputting the friend’s mobile number via SMS.  Doing so earned them bonus points to their own score which could be submitted via their mobile and updated on the online leader board in real time.

The mobile element also successfully mirrored and brought together all of the campaign elements - above the line, below the line, online and offline – and reinforced the consistent communication between the audience and the brand.

Results: This was the first campaign in Hong Kong to use downloadable content to increase brand awareness. Exhibit your Perfect Silhouette demonstrated that this downloadable branded content, games and ringtones is popular with the target market and elements such as the viral mobile game offered constant brand reinforcement. <?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

                


Brand: Canon

Campaign Name: Mobile Sweepstakes Promotion Campaign for Canon

Company:  Turkcell & Aradiom

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

§          A mobile sweepstakes campaign designed for buyers of Canon’s range of digital cameras; specifially targeting Canon retailers and resellers.

§          A mobile campaign that is simple and fun for the end-user.

Target Segment:

§          Buyers of Canon digital cameras.

§          Canon retailers and resellers.

Media Channels:

§          Billboards, flyers, pamphlets

Results:

§          The campaign has been highly successful in achieving the participation of a significant number of Canon buyers as well as a majority of Canon retailers and resellers.

Brand: Broadway Marketplace

Company: MobileLime^®

Objective:
Broadway Marketplace, an upscale Cambridge, Massachusetts grocery store, wanted to offer its Harvard clientele a loyalty program that would both reward their patronage and enable Broadway to communicate with customers immediately, with measurable impact.  Coupled with the out-of-reach cost of advertising in major metropolitan newspapers, the ineffectiveness of traditional circulars, and limited internal resources, Broadway sought a new and innovative way to get their message out quickly without taxing internal resources. 

Solution:
After considerable searching, Broadway Marketplace selected a solution from MobileLime, the only relationship-based mobile marketing, loyalty, and payment solution provider, which would enable the grocer to offer its customers special savings linked to their cell phone through a customized mobile loyalty program. 

Rather than issuing a loyalty card or randomly assigned number, MobileLime turns a shopper’s cell phone number into their unique member number, offering a new and effective way for Broadway Marketplace to build personalized relationships with its customers.  The cashier simply enters the member’s cell phone number at checkout <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />and the shopper receives instant item-level savings toward purchases, enhancing customer loyalty and satisfaction. 

Once Broadway Marketplace customers sign up for the Mobile Rewards program through MobileLime, they may opt-in to receive weekly emails and relevant text messages on their cell phones containing exclusive interest and event-oriented alerts, specials and savings on hundreds of items store-wide from the grocer. 

The MobileLime technology was simple to install as it integrated seamlessly into the Broadway StoreNext point-of-sale system. MobileLime handled all the technical implementation, in-store promotions, member enrollment and communications and database management.  Post-launch, MobileLime is managing all Broadway Mobile Rewards program communications—email and SMS.

Results:
With the MobileLime Interactive Cardless Loyalty program, Broadway Marketplace is now able to communicate offers to its customers before, during and after each purchase transaction, directly influencing buying behaviors at the point of sale. 

In addition to a loyal customer base, Broadway Marketplace is building a customer database that contains valid customer cell phone numbers, emails and customer preferences. The grocer now provides a combination of service cachet, encouraging shoppers to come back often and spend more. 

The rewards program has been met with great success.  Since the program was launched in September 2005, nearly 82% of Broadway Marketplace customers have joined.  In the same period, more than 64% of the people who signed up used the loyalty program on an ongoing basis when making a purchase.

About MobileLime^® 
MobileLime is the first U.S.-based company to allow consumers to make purchases through any mobile phone, offering a more convenient way to pay at their favorite merchants, increasing merchants’ revenue while improving customer service and loyalty.  You can find more information about the company and its solutions at www.mobilelime.com. <?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

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Mobile Marketing Case Study – Adidas “Yella” (12 Snap)<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

Brand:            Adidas

Campaign:      Yella

Goals:

Ever had an entire football stadium applaud you?

With adidas: Impossible is nothing. 

Just press a button during your next phone call, and thousands will cheer on demand to support your wise comment.

Develop a “word of mouth” campaign in the teen segment - unique, effective, and efficient attention getting. Use Club Nokia Germany consumers as the target audience.

Solution:

A completely new software for mobile phones was developed, with which the customer can guide a virtual football crowd while on a phone call. Once the software is downloaded to the phone by sending 1 simple SMS message, then with a touch of one of the phone buttons during the call, he could let them applaud, scream “boo!”, sing etc.. Didn´t you always want to let ten thousands boo out a friend if she doesn´t want to go out with you? ;-). The sound crowd was integrated so smoothly into the call that the recipient could tell the difference.  That´s real “talk-about value”...

Results:

This was literally “word of mouth”: The campaign response rate was more than 5%, which was a huge success in direct marketing for adidas and Club Nokia Germany. The software spread out to a much larger crowd beyond the initial one (viral!), because the crowd kept talking about it – literally, while on the phone. The mobile phone and the Yella turned consumer into “adidas promoters”.  The idea of adding sound effects to your call on your mobile phone afterwards also became a highly successful, worldwide commercial product, that consumers would pay more than US$3 for.

About 12 Snap

12snap is an award-winning advertising agency focused on mobile channels. Providing campaign realization and delivery, we develop innovative and effective marketing and CRM programs for top global companies including McDonald’s, Procter & Gamble, Coca-Cola, Budweiser, L’Oréal and Disney. Our campaigns are inspired by one-to-one engagement with mass-market consumers, made possible by the phenomenal growth in ownership and market penetration of mobile handsets.  See www.12snap.com

Brand: Nike Operation6453

Company: R/GA

Challenge: Generate Buzz for a Limited Edition Athletic Shoe among an Influential but Hard-to-Reach Audience

Nike’s release of a limited edition athletic shoe, the Air Force-X Mid, warranted a marketing campaign as cool as the shoe itself. Aimed at collectors of high-end basketball shoes, the new Air Force-X Mid featured imagery by an acclaimed New York graffiti artist who works under the nomme de spraypaint “Stash.” Nike recognized the need to connect the hipster dots between Stash, mobile trendsetters, and “sneakerheads”— high-end athletic shoe aficionados recognized as critical tastemakers—but needed a partner to piece all the elements into a powerful buzz-making program.

Solution: A Mobile-Based Urban Scavenger Hunt

To generate buzz among hip urban adopters while creating a sense of scarcity for a limited edition high-end athletic shoe, Mobliss helped Nike conceive and execute a mobile scavenger hunt in New York City called “Recon.” New York-based “Sneakerheads” were targeted via key circles and invited to join the competition by submitting
their mobile numbers for alerts and interactive game play. Recon participants received clues to find posters dispersed throughout the city in the form of SMS “missions.”
Participants were awarded points based on how quickly they texted back a code posted at that location, as well as how thoroughly they found and identified codes over a four-day period. Top finishers were eligible for prizes, with the highest-scoring players qualifying to pre-buy the limited edition Nike Air Force-X Mid. The mobile campaign captured the guerilla sensibility of both the artist and the shoe, while creating a new and engaging communications vehicle for Nike and one of its core constituencies.

Results: Sales, and Even Harder To Achieve, Street Cred

In addition to a boost in pre-release sales of the Air Force-X Mid (demand at New York City locations easily outstripped supply), Nike achieved something far more elusive: “street cred” and cachet with the highly prized urban demographic. As a direct result of the “Recon” promotion, buzz for the new shoe was clearly transmitted across a number of influential athletic shoe collector Web sites. The campaign also received a write-up in the
influential industry marketing review, Trend Central, for its unique take on mobile marketing.

Brand: Levi’s Company:  Enpocket

Goals

• Increase sales
• Create buzz around the Levi’s brand
• Build awareness of Levi’s Goldrush promotion
• Drive people to watch Super Bowl commercial
• Drive people to the Levi's web site

To launch their Type 1 jeans, Levi’s devised a powerful multi-channel promotion culminating with a 60-second TV spot during the final of the Super Bowl.

The campaign focused on a $150,000 pair of diamond-encrusted pair of jeans that consumers had to find to win. To do this they had to visit the Levi’s site, www.levis.com, where they answered questions and played virtual games in return for clues to where the jeans were hidden.

The promotion climaxed with a final clue broadcast during the Big Game. To drive up the reach and impact of this final ad, 230,000 text messages were targeted to 16-25 year olds on the day of the game, urging them to view the commercial and visit the web site.

• One in 5 visited the Levi’s website as a result of the campaign
• 9% of the recipients visited a Levi’s store and 8% bought a Levis’ product as a result of the campaign

Jessica Day, from Levi’s agency, Media Contacts, said: "Text messaging is a perfect channel for targeting the notoriously hard-to-reach youth audience as it utilizes a medium and a device that they hold in high regard. We specifically used wireless to drive people to the Levi's web site and remind them to watch the Super Bowl for the final competition clue. We were particularly pleased to run this campaign with Enpocket as their mobile marketing experience is top in the US."

Brand: Reebok

Company:  Enpocket

• Increase store traffic
• Promote National Basketball Association exclusive merchandise
• Build awareness of Finish Line retail stores

Together, Reebok and Enpocket created a unique SMS and Interactive Voice Response (IVR) mobile program that drove customers to Finish Line retail stores and pushed Reebok’s exclusive line of NBA merchandise.

A cross-carrier SMS message from NBA star Kenyon Martin, endorsed by Reebok, was sent out to opted-in male sport fans between the ages of 16 and 26.

The SMS message provided a freephone 800-phone number from which Martin informed callers of details on Reebok’s NBA merchandise.

When dialed, Martin’s voiceover promoted the NBA exclusive line and allowed the caller to receive the location of their nearest Finish Line retail store through a series of intuitive voice prompts.

30,000 SMS messages were sent out across the US in urban areas including Atlanta, Memphis, Indianapolis and Los Angeles. Enpocket sent messages to a profiled demographic, which assisted greatly in the success of the program. Hitting the right target with the right information is one of the most important aspects of mobile marketing.

The success of this mobile program, apparent in consumers’ positive responses and an increase in store traffic and sales, has prompted Reebok to plan future relationship marketing campaigns via the mobile phone.

FCUK uses Mobile CRM in first transatlantic mobile marketing program.

Brand: FCUK

Company:  Enpocket

To enhance customer interaction with the FCUK brand, Enpocket, Vodafone Target and Marvellous Mobile worked with FCUK to implement the first ever cross-carrier, transatlantic mobile CRM program.

US and UK customers texted in to the short code 8FCUK (or 83285), announced over FCUK FM, which broadcasts in all 1500 FCUK stores, on digital radio and on the web. The campaign was also promoted through outdoor media, in press advertising and on posters in-store.

Participants then chose to answer up to three questions, via SMS, on either a rock or dance music trivia quiz for their chance to win prizes such as a $250 FCUK gift certificate.

They could also receive information regarding the programming schedule via SMS alerts and receive specialized FCUK mobile content including wallpapers, ring tones and tips direct to their mobile phones.

• The project built brand awareness & nurtured brand affinity
• FCUK has built a mobile database and can profile customers and target individuals with tailored content

“The mobile phone is the most widespread and frequently used consumer device - how else can you put an ad in someone’s pocket or handbag? - and the perfect way of talking to customers whether it’s about this week’s celebrity guest DJ or what’s new in store. Enpocket, Vodafone Target and Marvellous have helped us to build an exciting mobile strategy that is delivered by Enpocket’s technology,” said Matthew Griffiths, head of marketing, FCUK.

“FCUK have released mobile content that is subtly different and tailored to each market, although this all ties in to a very integrated multi-channel strategy.  The program represents the first of its kind, allowing practically all mobile users across the US and UK to interact with FCUK using the same short code,” said Jonathon Linner, CEO, Enpocket.