ET phones out-of-home as mobile marketing heads swiftly upwards

  • Marketing
  • July 1, 2010
  • StopPress Team
ET phones out-of-home as mobile marketing heads swiftly upwards

The cellular bandwagon keeps rolling on in New Zealand, with impressive results for Adshel's first mobile out-of-home marketing campaign and TXT2Get celebrating its 1000th mobile campaign.

For New Zealand Music Month, Fly Buys and Adshel offered passersby the opportunity to download free Kiwi music on their phones at  bus shelters around New Zealand, either through Bluetooth technology at one of the 20 Bluetooth Hotspots, by photographing the QR code or following the SMS instructions provided on the posters.

The integrated campaign, which was conceived by Clemenger, OMD and Adshel, with Bluetooth technology by Qwikker and SMS and QR code technology provided by Run The Red, ran for two weeks in May, reaching 28,500 Bluetooth handsets in total and engaging many more New Zealanders through a medium-weight broadcast campaign.

Of all the Bluetooth handsets detected during the campaign, close to 5,500 people opted to download one of the three songs, an opt-in rate of 19 percent (while there isn't too much research on the topic at present, this is broadly in line with initial campaign results from Australia). A further 658 interactions resulted from the SMS and QR code component of the campaign and of those who engaged with the campaign using text or via QR code, 85 percent then clicked through to the mobile website and downloaded their free music.

Chris Lamers, head of marketing and product development at Fly Buys, is stoked with the results (it had estimated a few hundred downloads), the awareness it has brought to Fly Buys Music and the measurability of the campaign.

“Song downloads from Fly Buys Music increased by more than 200 percent that fortnight, plus thousands of Kiwis scored free New Zealand music. "

Pauline Hanton, Adshel sales director, says this campaign shows how consumers can be prompted to experience mobile content and, as mobile marketing continues to come of age in the New Zealand market, she expects to see more interactions and higher opt-in rates.

On the SMS and QR code component of the campaign, Ben Northrop, chief executive of Run The Red, says the ability for consumers to select how and when they engage with brand messages is a powerful opportunity for advertisers.

"I believe we will see the number of interactions via mobile Adshel site increase as consumers become more aware of the additional value offered.”

Disney’s Toy Story 3 campaign hit two Adshel Mobile sites last week, in addition to a national medium weight broadcast campaign to promote ticket sales ahead of the film’s release. Mobile phone users who opt in can download the movie trailer, PC and Mac wallpapers and mobile screen savers.

TXT2GET is also celebrating the growth of mobile marketing in New Zealand, reaching the one thousand campaign mark. And executive chairman Marty Verry says it's the power of online services that is fuelling the 100 percent year-on-year mobile marketing growth he has seen.

He says 'software as a service' platforms have eliminated much of the sales and delivery cost structure of technology, and this saving has been passed on to businesses. And with a lower price-point and easy to use web applications, he says services that previously would have only been affordable to corporates are now available to everyone, with clients ranging from Westpac, Samsung and Red Bull, to local companies like Les Mills to other one person operations.

Verry says one of the main reasons businesses are adding text response keywords in their advertising is to increase the response rates, especially to advertising outside 9-5 when consumers assume 0800 numbers will not be answered (TXT2GET conducted a survey and found 70 percent aren't).

Every text is a lead that can be followed up on, and Verry points out that often three times as many people text compared to calling.

"It's about making it easy for the consumer to react when and where they see or hear an ad", says Verry.

Using keywords on advertising also allows business to check reports online to see which creative works best. Others, such as Child Youth and Family's promotion of March's Family Day, used it because they got to talk to people and answer their questions, rather than just send them to a web site and the organisation had 2,888 text enquiries compared to 540 callers to its 0800 number.

Verry says businesses are using the service to run everything from simple text for information, to vote, to access mobile websites (MetService - text 'weather' to 244), to get free samples (Johnson&Johnson) and to enter competitions, which he says has been particularly popular with clients such as Red Bull, Wrigleys, Westfield, Samsung, Citizen and Independent Liquor.

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