Pharmaceutical/Healthcare | MMA Global

Google: Thanks to a new mobile strategy using enhanced campaigns, Sk:n Clinics’ call centre sees calls increase 42%

Member Submitted Content

In the past, Sk:n Clinics used paid search to generate enquiries, directing potential customers to the website to fill in an online form and request a free consultation. Conversion rates on mobile were low however, due in large part to the brand’s lack of a mobile-specific website.

Mobile proves its power

Teaser Image: 
Case Study Type(s): 

Google: Thanks to a new mobile strategy using enhanced campaigns, Sk:n Clinics’ call centre sees calls increase 42%

Click-to-call ad

Teaser Image: 
Click-to-call ad
Case Study Type(s): 

Florida Department of Health AIDS Awareness Campaign

The AIDS virus is a sensitive and private issue, which often creates hesitation to reach out and educate. People are often reluctant to publicly inquire on testing locations or other information. With the AIDS epidemic becoming more alarming, government agencies are searching to find a way to intervene.

Teaser Image: 
Case Study Type(s): 

Yonder Leads Raid On Malaria Campaign

Malaria is a serious matter, particularly when one considers that it kills a child every 30 seconds. RAID Insect Killer, embarked on a campaign to broaden the awareness of Malaria and to raise funds for the treatment and prevention of the scourge. RAID’s objectives for this campaign were to:

Teaser Image: 
Case Study Type(s): 

Neosaldina (pontomobi interactive)

Background
As happiness is all about welfare, no one better to measure the good humor of the population than a medicine for headache. So, Neosaldina decided to invest in research on the mood of the town, and thus establish greater contact of the brand with consumers.

Goals
The project’s goal is to encourage the “cariocas” to think about Rio’s self-esteem and also open a space for people to say how they are feeling.

Teaser Image: 
Case Study Type(s): 

Ciba Vision (Electric Agency)

Ciba Vision )Electric Agency)

 
Brand: Ciba Vision
 
Agency: Electric Agency / Turkey
 
Duration: 20.05.2008 – 01.08.2008
 
GOAL:
  • A youth campaign to increase the sales of Ciba Vision products and to create a brand loyalty through practical and technological applications.
  • To form a technological infrastructure to direct the young sector to the brand sales points instead of traditional checks or coupons.
 
SOLUTION: The consumers who notified their name, surname and town via SMS immediately received a message on their mobile phone with details of the nearest Ciba Vision sales point address, followed by a mobile barcode. These mobile barcodes worked as digital coupons which could be read by a special barcode scanner at the points of purchase in each store, giving the participant the chance to instantly win Turkcell airtime credits.
Used Mobile Tools: Mobile barcode infrastructure, SMS.
 
RESULT: This has become the largest mobile barcode campaign ever, covering 68 sales points throughout the country. To match the young people’s habits in the digital age, the brand’s sales strategy was taken to the digital arena, through the use of mobile barcodes instead of standard ones. The campaign had two separate angles. Firstly, the dealers enjoyed this new style of campaign, as well as the increased sales. Secondly, the consumers were delighted to receive the instant reward of Turkcell airtime credits. The campaign proved a great success, with a ‘win-win’ strategy between brand, dealers and consumers.
 

Teaser Image: 
Case Study Type(s): 

Bebelac (Turkcell & 121Metre)

      

Brand:         Bebelac

Product:     
All Products

Company:  
Turkcell & 121Metre

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

Goals:
     
§          Increase awareness of Bebelac products among mothers of 
            newborns.

§          Build a long term relationship

§          Collect consumer data

Solution:
We have designed a mother’s club for parents of new born that inform the subscribers via SMS. Mothers subscribe to the club with their own and their baby’s information. The short messages and the subscription to the club is free, no purchase necessary.

At the milestones of baby’s development the mother is informed or alerted via SMS. When the baby is 8 months old, for example, mother is informed with the good news that he can now chew. All information sent is based on the baby’s age and all messages are written in person. Occasionally, the mother is also informed about relevant Bebelac products. At the right months, free sample packages are sent to mom, again relevant to the baby’s age.

To keep the club live, 121Metre designs short-term events and implements them within the club. For example, the very popular advertising jingle was sent to moms as a ring tone upon their demand to the call center. The mother’s day is also celebrated as a special event. Small quizzes cheer up the club with decent presents.

The club works integrated with the CRM database as well as the call center for smooth subscription management. The information gathered via the club is perfectly relevant to Bebelac’s purpose.

Although it has not been advertised until now, the popularity among target moms have been impressive.

Results:
Our client’s research has demonstrated a 12% reach among its target customers within 8 months. The word of mouth effects of the club are also strongly demonstrated by the increase pattern of subscriptions.

Teaser Image: 
Case Study Type(s):