Case Study - Evenimente
Transcription
Case Study - Evenimente
Vodafone AdPlus Professional Mobile Advertising services 2013 version 1 Mobile Advertising Services 16 May 2013 AdPlus – Welcome to the future of Mobile Advertising The mobile phone is the most established communication device in the world today Why companies should choose AdPlus in their marketing mix: STAND OUT > Uncluttered communication > Differentiate from competition > Create innovative campaigns 2 IMPACT HIGH REACH > Excellent targeting capabilities, more than 10 targeting criteria > Almost 4,000,000 customers who subscribed to AdPlus service > High interactivity > Scalable service according to marketing budgets > Cross channel communication > Advanced success monitoring tools > It’s always ON 16 May 2013 Mobile phone belongs to our intimate space Over 98% of messages are read before being deleted Intimate (0.5m) Personal (1.2m) Social (3m) 3 16 May 2013 In Romania, mobile penetration exceeded 135% of the total population, meaning that whoever you want to target you can find on Mobile 135% 4 16 May 2013 Some of our partners Clear verticals defined. More than 45% of Advertisers come back for other campaigns 5 Mobile Advertising Portfolio 3 categories meant to help the mix and to support cross-functional communication Mobile Channels 6 Online Channels Complementary Channels 16 May 2013 SMS Push Talk to your customers through the short messages service. Experience the dialogue What is SMS Push > Classic SMS received by customers based on their profile; De la: Bergenbier > The receivers DB is built based on their acceptance of receiving advertising messages; Iti plac lucrurile nefiltrate? Incearca noul Bergenbier Nefiltrata din Grau! www.prieteniistiudec e.ro/bng > They can answer either by SMS reply or click2browse > Multiple instances: Awareness, Promotions, Surveys 7 160 characters α-numeric sender Short number 180,000 SMS per hour 4.3 mil opt-in customers 10 targeting criteria + Geo-location Interactivity / 6 messages Mobile Advertising Services 16 May 2013 Case study: Pizza Bella Italia Campaign: Bella Italia is your lunch provider Date & hour: 18 August 2011 (11 o’clock for business and 18 o’clock for consumer) Mechanism: awareness campaign:- 2 openings in Timisoara & Caransebes SMS text: Bella Italia iti face cinste si la domiciliu! Suna acum la 0736222xxx, 0762222xxx comanda o pizza cu doar 10 lei si primesti o cola sau o bere gratis. (for both cities) Sender: BellaItalia Nr of sms: almost 10.000 sms Response rate: over 2% Target: 2 targets: - active clients from the consumer area, postpaid, from Timisoara & Caransebes, with age between 18-30 y.o - business clients from Timisoara & Caransebes 8 16 May 2013 Piraeus Insurance Reinsurance Broker – a cobranded campaign with Vodafone Campaign: “Piraeus Broker te asigura, Vodafone te informeaza” Period: 13 July – 12 August 2011 Mechanism: send a free reply to 2528 and someone will get back to you with more details regarding the mandatory house insurance. Automatically you will participate to a contest where you can win 4 Ipads 1 and 4 internet mobile subscriptions of 4 Gb, free for 3 months SMS text: Incheie asigurarea obligatorie a casei la Piraeus si poti castiga unul din cele 4 IPAD + NET de la Vodafone! Raspunde gratuit cu DA! Detalii: www.piraeusinsurance.ro Sender: a short nr 2528 Nr of sms: 255000 sms Response rate: over 1% Target: customers from some specific cities 9 16 May 2013 Case study: “Serbarile Timisoreana””- a 3 years partnership In 2009: 8 campaigns between 25th of Jun and 13th of Aug - concept: 3 centruies of history, leveraged through periods: - wished-for target: man between 25 and 45 years old, postpaid - desired cities: Constanta, Craiova, Resita, Timisoara, Satu Mare, Iasi, Bacau, Buzau - volume: 58 000 SMS and presence: 585 000 people In Aug 2010: 54.000 sms - 10 cities targeted: Bacau, Braila, Tg. Jiu, Timisoara, Resita, Oradea, Targoviste, Ploiesti, Buzau, Constanta - a real success also In June 2011: Timisoara & Mehedinti Target: male between 18-45 y.o. and the mentioned county 10 16 May 2013 Case study: August 2010 - They targeted by geo life- style customers that have been near Unicredit branches with ATM; - 52.000 sms - How did they measure? - a 20% increase rate in terms of transactions (ATM actions); - 8% success rate in terms of new customers Text: Banca noastra e mereu deschisa. Depuneri, retrageri, plati facturi, schimburi valutare. La orice ora, la aparatul Nonstop Banking. Vino sa vezi cat e de simplu! 11 16 May 2013 Case study Get traffic for DEDEMAN at store openings Two stores opened with us in Bucharest: > Almost 20,000 customers in the first day Other stores opened in: > Buzau > Iasi > Craiova > Arad > Brasov Customers who shown the SMS received a gift in the first day 12 Mobile Advertising Services 16 May 2013 Case study Create your own data base like Reader’s Digest did it 6,000 push messages: > 8% Response Rate De la: 2658 Vrei să fii norocosul câştigător al unei maşini Kia Cee’d oferită de Reader’s Digest? > Collecting period : 6 days Răspunde la acest SMS trimitând cuvântul DA şi maşina ar putea fi a ta! 13 Mobile Advertising Services 16 May 2013 SMS Insert Strategically place your ad in the bonus notifications messages What is SMS Insert > It’s a text notification received by prepaid customers inside the bonus message; > Messages are positive ones, confirming a bonus received from Vodafone > Similar benefits as push SMS campaigns. 100 characters sender Vodafone 150,000 per day > 2 mil unique customers per month 8 targeting criteria Interactivity / High quality Mobile Advertising Services Ai incarcat 3EUR. total: Oriunde Credit te intalnesti 4.5EUR cu prietenii, vrei sa petreci cu o bere In perioada 1 adevarata!Bergenbier aprilie- 15 mai ai a creat ambalajul de doua ori mai multe puncte potrivit pentru fiecare moment.Multibonus la benzinariile Mol. > Targeting criteria available 14 De la: Vodafone Ai incarcat 3EUR. Credit total: 4.5EUR De la: Vodafone 16 May 2013 MMS Push Send your commercial message the multimedia way What is MMS Push > Based on their profile, customers will receive advertisements through MMS; > Only clients which can receive MMS are targeted. Waste is 0. > Answer possibilities: Click2Browse, via MMS, via e-mail Text up to 1,000 characters >1,5 mil customers with active MMS 15 Mobile Advertising Services α-numeric sender Short number E-mail 10 targeting criteria + Geo-location 15,000 SMS per hour interactivity / sound, image, text 16 May 2013 Case study MMS with response “The launch of the new BMW X5” > Campaign date: Oct 2010; > Target: – postpaid customers; –male between 30-57 years old; –very high income; –category: stylish techies and super users; > Almost 12.900 MMS acquired > 186 collected answers > Response rate : 1,5:% 16 Mobile Advertising Services 16 May 2013 Case study 3-5 times more efficient than direct mailing SMS & MMS with response “Un plin la fiecare 15 minute” > Campaign date: September 2009; > Target: postpaid customers who used their mobile phone in close proximity of Petrom’s stations; > Split between SMS and MMS compatible phones > Response rate for SMS: 3.70:% > Response rate for MMS: 5.08:% 17 Mobile Advertising Services 16 May 2013 Location Based Advertising service was launched in Aug ‘11 • 60 indoor locations • National level • Malls • Retailers • Underground stations in Bucharest • Millions of people can be targeted monthly • Potential customers receive SMS or MMS according to their profile How it works – Finding eligible customers • Vodafone customer enters the monitored location • Ad Server checks • General Opt In • Location Opt In • Campaigns’ eligibility How it works – Sending the Advertising Message De la: Mastercard Plateste cu Mastercard cumparaturile de la Carrefour si poti castiga unul dintre cele 1000 de premii oferite Advertiser • If the Vodafone customer is eligible, and we have an active campaign in the location, a trigger is raised • A SMS/MMS is sent immediately A new service launched Vodafone Coupons • Send text or QR code coupons to your potential customers • Redeem the coupons in real time using a simple Android Smartphone • Monitor the campaign in real time using an online platform • Extremely useful in any kind of location (retailers / events / pubs / outside) Use case for Vodafone Coupons Customer receives a promotional SMS Customer accepts offer and receives the code Customer shows the code to the bartender Code validated – Customer receives beer Sender: Sender:Bamboo 2520 Codul tau Azi e mare promotional sarbatoareeste: in DU16VE Bamboo. Iar noi dam prima bere! Daca esti interesat trimite reply cu BERE Mobile banners bring best targeting capabilities on Romanian mobile sites > Vodafone customers browse mobile sites with embedded capability > Based on profile chosen a special Ad is displayed > Banners offer click2call or click2browse functionalities YouthSMS Young people live mostly online What is YouthSMS > Young users (16-26 y.o.) can send 10 free SMS per day from www.youthsms.ro web page; > In the process of sending the SMS, customers will be exposed to advertising banners; > Most common formats accepted on www.vodafone.ro pages > Excellent branding capabilities 24 a fresh version of MyX creative possibilities of advertising no clutter over 50 k customers targeting criteria: age & gender interactivity with the youngsters Mobile Advertising Services 16 May 2013 Case study: Fanta 25 16 May 2013 Case study Totally rebranded website to suit advertiser’s need 3 weeks campaign in November 2009 > Full site branding and banners – 72,000 visits; – 21,121 absolute unique visitors – 427, 577 page views 26 Mobile Advertising Services 16 May 2013 Case Study- Samsung 27 16 May 2013 Bill Insert Benefit from all the customer information in the Vodafone data base What is Bill Insert > For your business it’s another important tool to efficiently connect with your customer > In case you need a direct marketing solution Vodafone has a good offering – bill inserts; > You can insert flyers in the envelope which containing the Vodafone invoice. 28 high quality 9 bill cycles per month the easiest way to expose your brand no expedition cost 1,2 mil consumers 200k business geographic flexibility Mobile Advertising Services 16 May 2013 Case study Create your own data base like Reader’s Digest did it August 2010 • 25,000 flyers inserted in Vodafone bills • Collecting period : 1 month • 27% customers called for the promotion • 3,000 orders (12%) 29 Mobile Advertising Services Case study Playful background branding to encourage playing Combined campaign between Bill Insert and SMS to maximize ROI > 18,000 targeted inserts > SMS reminder after 2 weeks > Response rate: 5% De la: Renault Doar pana pe 4 mai poti castiga Noul Megane sau o excursie. Vino cu talonul in showroomurile Renault. Detalii pe www.noulmegane.ro. E timpul pentru schimbare! 30 Mobile Advertising Services 16 May 2013 31 Thank you Mobile Advertising Team Email: mobileadvertising_ro@vodafone.com Mobile: +40 735 700000 Fax: + 40 37 202 1417 CDG International Center Piata Charles de Gaulle 15, Sector 1, 011857, Bucuresti, Romania www.vodafone.ro/MobileAdvertising 16 May 2013