Cases: "Land Rover", "Puma", "Paramount" and "Ulker" - Source: Mobile Marketing Associaton http://www.mmaglobal.com

Land Rover, Increasing Excitement (Admob) 

Background

The agency Mediaedge:cia teamed up with AdMob to develop a mobile advertising campaign for Land Rover in order to target a very specific audience. Land Rover's target audience for Range Rover Sport is active male college graduates aged 34-54 who can be described as trendsetters and enjoy spending time playing sports outside. AdMob was well positioned to deliver on the campaign goals because of the sophisticated targeting capabilities of the AdMob Network and the unique functionalities available in mobile advertising.

Objectives

• Brand: To build purchase consideration among target audience by increasing excitement about Range Rover Sport 
• Direct Response: To drive traffic to retailers to schedule a test drive

• A combination of CPC text link ads and CPM graphical banner ads helped achieve the brand and performance goals of the campaign.
  · Targeting parameters employed by AdMob included:
• Site demographics: Admob created a custom bundle of sites with demographics corresponding with Land Rover’s target audience
• Type of mobile device: mobile devices have different profiles associated with them and AdMob targeted high-end devices only
• Device capabilities: the campaign required video downloading functionality
• Geography: AdMob targeted only the US market for this campaign to reach Land Rover’s target audience.

• Dealer Locator (zip code lookup) allowed consumers to find the Land Rover dealership closest to them.
• Click-2-Call allowed consumers to initiate a call to schedule a test drive.
• Click to watch video: The brand building video simulated the Range Rover driving experience, demonstrating ‘off road’ conditions

Results

The campaign achieved excellent results in terms of user activity on the landing page within the first few weeks of the campaign.

• 23% of those who arrived at the landing page took one of the three possible actions
• 88% clicked to watch a video
• 9% entered their zip code in the Dealer Locator module.
• 3% Clicked-2-Call
• The fact that these calls were highly qualified leads is demonstrated by the following statistics:
  • 50% of the Click-2-Calls lasted at least 30 seconds
  • 20% of the Click-2-calls lasted at least one minute

     Puma Mobile Video Ad Case Study  

Background

In January 2008, Puma launched a mobile video ad campaign around the product launch of the new football boot, the Puma V1.08. Puma partnered with Rhythm NewMedia to deliver highly targeted video ads only to potential consumers aged 16-24 and male. Mobile advertising formed part of their widespread marketing campaign designed to increase brand awareness of the new boot. Rhythm provided precise targeting and concrete tracking and measuring unavailable to other mediums outside of mobile. The campaign used video ads on 3-UK and T-Mobile UK to reach the desired consumers. On the 3 UK Free Stuff video content of the Planet 3 portal, potential Puma consumers were able to enjoy quality content such as news, sports, entertainment and movies after watching a short ad. Similarly, on the T-Mobile web’n’walk application and t-zones application, potential Puma consumers had access to premium content from top content providers like ITN, Aardman, Fremantle, Hat Trick and Sony. These video ads were placed with Rhythm’s ad network using the media planning agency ZenithOptimedia and its non-traditional specialist media arm Newcast. 

Quote 

“Using Rhythm was a great choice because they not only gave us a fresh medium in which to use our existing TV ads, but also were able to provide precise targeting, exact reach and success metrics for our campaign” said Hamid Habib, Newcast 

Objectives

• Target only males 16-24, who are hard to reach exclusively
• Increase awareness for the new Puma V1.08 football boot
• Position the boot as the one that gets you to ball faster
• Strengthen consumer ties to the Puma brand

• Use mobile video ads to connect with consumers visually to grow their connection with Puma
• Use Rhythm’s demographic information to add a targeted element to a broader campaign
• Frequency manage ads to target audience
• Provide consumers with the ability to watch a vast array of quality content ranging from, News, Sport, Entertainment and Movies on 3 UK due to ad funding

• Delivered video ad impressions as planned to only 16-24 males

• 39% spontaneous awareness recall
• 71% prompted awareness recall
• 38% correctly identified the Puma message that the V1.08 football boot gets you to the ball faster
• 45% recognised that Puma released a new football boot
• 45% felt more positive about Puma after seeing the add

     Paramount Invest in Rhythm NewMedia on Sixth CampaignMobile Video Companion Ad Case Study  

Background

In March 2008, Paramount and Rhythm NewMedia teamed up for their sixth advertising campaign for the release of the comedic film Drillbit Taylor, featuring Owen Wilson.  Paramount chose Rhythm again because Rhythm can seamlessly integrate both brand and call-to-action advertising on mobile phones utilizing mobile video pre-rolls and WAP banner ads. Also, using demographic information provided by the user, Rhythm was also able to target Drillbit Taylor film previews exclusively to consumers ages 16-24 watching free mobile videos on 3 UK. Rhythm’s call to action banner ads allowed Drillbit Taylor fans to deeply engage and enter a competition on their mobile phone quickly and directly.  Quote"Using Rhythm allowed us to directly communicate the hilarious premise of the film to the precise audience that would appreciate it. This activity contributed to a very strong opening weekend” said Zac Stephenson, Communications Director at MEC.  

Objectives

• Target only adults 16-24, who are hard to reach exclusively
• Increase awareness for the upcoming release of the comedy Drillbit Taylor
• Obtain new entries to competition via WAP banner ad
• Grow opening day crowds to film, remind customers of movie release date

• Use mobile video ads to increase the number of views of the Drillbit Taylor film preview
• Use Rhythm’s demographic information to add a targeted element to a broader campaign
• Use companion banner ads to engage with the consumer and allow them to sign up for the competition
• Frequency manage ads to target audience

• Campaign with Rhythm helped increase strong opening weekend for film
• Exact targeting to a younger audience made sure the movie preview reached the exact audience that would be most likely to see the film
• Delivered video ad impressions as planned to only 16-24 adults
• 6.9% click through on WAP banner

• 16% spontaneous awareness recall
• 62% prompted awareness recall
• 55% correctly identified the exact release date of the film
• 41% said they were more likely to go and see the film
• 18% said they would definitely see the film

Ulker Chocolate Bars  

Brand : Ulker Chocolate Bars
(Ulker is the leading confectioner and chocolate bar producer in Turkey.)

Campaign Duration : 10 weeks

Objectives:
The principal goal of this campaign was to increase the sales of  “Ulker Chocolate Bars” when entering the relatively slow summer period.

Campaign Mechanism:
Users sent the unique codes embedded  into “Ulker Chocolate Bars” to a service number and were granted to enter the prize drawing to win a brand new Land-Rover, 10 Home-Theater Systems and 100 I-Pod Nanos.

In addition to prize drawing, through a weekly contest, those who have sent the top number of txt messages per week, won a scooter.

Results:
By using a phased prize giveaway approach and the right prize selection, the promotion encouraged repeated purchase and multiple entries to drive a consistent level of participation for the duration of the campaign.

• In just 10 weeks the promotion generated more than 700,000 valid entries.
• The campaign has proven so successful that Ulker Chocolate Bars’ market share rose by a considerable percentage during the campaign period. 

Mobilera
Established in 2001, Mobilera is  the leading mobile solution provider in Turkey, offering innovative community management, mobile marketing, and content services (VAS) to local and international companies.