Targeting the New Screens in Our Lives


Tag: Outcomes


Contiki

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10th April

The Objective:

Generate awareness of Contiki 2012 Tours among the target demographic, and drive take-up of the $100 discount offer via high impact mobile media placements in contextually relevant environments.

The Challenge:

To package in a free mobile optimised site as part of a low budget media buy. The site needed to encourage customers to sign up to receive a tour brochure and a $100 discount voucher to redeem when booking a Contiki holiday.

The Execution:

Mobile Banners skewed to Ppl 21-25 in  apps and msites (Travel, Social, Fashion, Entertainment, News & Sport), were optimised to drive customers to the custom mobile site for registration. Upon completed registration, users were automatically served a Contiki teaser video and sent the voucher and link to download the brochure.

Outcomes

Exceeded Impression, Click , & CTR targets
Exceeded targeted unique audience goal
Exceeded Unique Site Visits conversions
Achieved above benchmark voucher registrations
63% of video views completed post registration



Geordie Shore 2

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10th April

The Objective:

Drive awareness of Geordie Shore Season 2 among the target audience through high impact mobile media placements and contextually relevant mobile environments.

The Challenge:

With a limited budget build a mobile site that engages the target audience allowing users to watch the Geordie Shore Season 2 trailer, share with friends via Facebook & Twitter and save the premiere and weekly screening dates to the calendar on their smartphone.

The Execution:

Mobile Banners skewed to Ppl 16-29 apps and msites (Technology, Digital, Entertainment, Social Savvy) were optimised to drive customers to a custom HTML5 mobile site, featuring mobile optimised video, click to calendar, Facebook and Twitter links.

Outcomes

Exceeded Impressions, Click , & CTR targets
Exceeded targeted unique audience goal
Exceeded Site Engagement Rates
Achieved target number of video views
Achieved above benchmark calendar subscriptions
Exceeded Facebook and Twitter share targets



Optus Christmas

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10th April

The Objective:

Drive brand awareness of the Optus Holiday specials to the target audience by leveraging the convenience, user experience, and targeting capabilities of the Snakk mobile network.

The Challenge:

Create an advanced rich media execution and engaging HTML 5 animated mSite experience allowing consumers to view the Optus Christmas product range and directly locate their nearest store.

The Execution:

Expose the target audience to the brand across a wide breadth of sites throughout the day, increasing brand awareness at contextually relevant moments.

Animated Banners to Rich Media
Placements: Premium Contextual environments CPM
Flash-like banners expanded directly over the user’s content on initiation to reveal an animated product carousel and store location tool, driving customers in-store or to the weekly deals content.

Rich banners to Mobile site 
Targeted mobile banners drove consumers to an HTML5 animated mobile site to discover the M selections product range and directly locate their nearest store for purchase. Users looking for instant purchase assistance were able to click-to-call the Optus call centre, view terms and conditions specific to each product and click directly to the … Read More »



Underworld Awakening

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9th April

The Objective:

Reach 16 to 39 year old movie goers with highly engaging rich media ad units to build awareness and drive box office sales.

The Challenge

Create a series of rich media ad units with part of a restricted media budget to drive box office sales in the lead up to and following the release of the Underworld Awakening movie premiere

The Execution:

Rich animated mobile banners targeted to 16-39 year olds in technology, movies, gaming, social, entertainment & news apps and msites were optimised to drive customers to interact with a custom animated mobile ad featuring mobile optimised video, click to calendar plus Facebook & site links.

Outcomes

Exceeded Impression, Click , & CTR targets
Exceeded targeted unique audience goal
Exceeded Rich Media Engament Rates
Exceeded target number of video views
Achieved benchmarked calendar subscriptions
Achieved Facebook and site share targets

 



UTS:Insearch

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9th April

The Objective:

Increase the awareness of the UTS:Insearch offering including course info, times and availability.

The Challenge:

Drive the niche demographic of Year 12 students (aged 17-19) to a dedicated mobile site where potential students can access course info and register interest for course applications via a detailed mobile web form or via the UTS call centre.

The Execution:

Mobile banners targeted to 17-19 year olds in apps and msites (Entertainment, Music, Social, Sports, Shopping) were optimised to drive students to interact with a custom HTML5 mobile site to learn about the UTS program, discover relevant course info, and register interest via a detailed course registration form or click to call functionality.

Outcomes

Exceeded Impression, Click , & CTR targets
Exceeded targeted unique audience goal
Exceeded course information visit targets
Exceeded qualified course registration targets
Exceeded qualified call centre enquiries