Summits Yellow

Awards Preview – Most Effective Brand Campaign

David Murphy

Renault LoopMe croppedEvery day between now and the Effective Mobile Marketing Awards Ceremony on 17 November, we will be previewing the finalists in one of the 30 categories. Today, it's the turn of the Most Effective Brand Campaign category.

Renault, MGOMD and LoopMe – The All-new Renault KADJAR
Renault worked with media agency Manning Gottlieb OMD and technology provider LoopMe to support the promotion of Renault’s new car release, the all-new KADJAR. Research partner On Device Research assessed the campaign and delivered a brand uplift study, measuring its overall effectiveness and impact on brand metrics. The main objective was to build awareness of the model and its unique selling points, create mass reach and make the Renault KADJAR a household name.

The target audience was ‘hero dads’, including men aged 35-49 with children, who were in the market to buy a car. Matching the car’s essence of adventure and exploration, hero dads were described as adventurous, with key passion points being sports, outdoor activities and spending time with their family.

The ad experience featured two impactful full-screen ad units, using a mixture of the HTML5 rich media technology and high-quality video to deliver a clear and effective brand message. LoopMe’s Data Management Platform and Artificial Intelligence engine enabled the campaign to be targeted and optimized in real-time.

The campaign was also placed in well-chosen premium and brand-safe publisher environments and ran across all mobile devices in mobile web and in-app, to achieve the necessary scale and impact. Strict frequency capping was employed to ensure a positive user experience. The campaign generated impressive overall results, outperforming industry benchmarks on many KPIs and delivering over 13,986 hours of brand contact time.

The brand uplift study by On Device Research also showed that the campaign boosted Renault’s brand performance across all aspects of the purchase funnel. The campaign delivered a 350 per cent uplift in mobile ad recall; a 78 per cent increase in brand consideration; and a 76 per cent uplift in purchase intent, compared to a control group.

Heineken, Blis and Mediavest – Fosters and Strongbow Summer Stock Up
Amidst an increasingly competitive supermarket price war, Heineken has been looking to further strengthen its retailer relationships, whilst also growing off-trade sales in a cluttered market.

The rise of the discounters has put these sales under threat, so Heineken wanted to work to drive footfall to one of its most important retailers, Tesco. The campaign target was to drive 37,000 of the mobile shoppers exposed to the campaign in store, with these new customers contributing to an additional 1,000 units of sales.

The campaign targeted lapsed Tesco shoppers who have switched their shopping behaviour to favour discounters such as Aldi & Lidl, as well as experimenters, who usually buy to share with friends and family. For this reason, a money-off mechanic was used to appeal to price-sensitive consumers.

By matching online user behaviours (for example, the types of sites visited) with real-world smartphone location behaviours (e.g. discount stores visited) the campaign team was able to build relevant targeting pools of potential ‘switchers’ and ‘bargain hunters’, using retargeting to reach people when they were likely to be most receptive. Retargeting took place during the evenings, when they were likely to be planning their weekly shops or able to buy online, but also when they were next in proximity to a Tesco, a final nudge when close to the decision-making point.

The results were impressive, with 13 per cent of the exposed mobile audience later seen in store. Of the 162,882 users tracked visiting a store, 66,996 of these had not visited a Tesco prior to seeing the ads, suggesting these were new customers to Tesco. In addition, the campaign generated 100,000 clickthroughs to Tesco.com and also delivered a strong uplift in purchase intent for Strongbow and Fosters.

Jaguar and Mindshare – Jaguar Feel Wimbledon
To mark its sponsorship of this year’s Championships, Jaguar once again turned to Mindshare for a ‘Feel Wimbledon’ campaign that could give non-attendees a taste of being at the iconic sporting event. The resulting three-minute 360° video featuring Andy Murray was available on YouTube – where it attracted 2m views – and social media channels, and in ‘experiential zones’ set up at London Waterloo station and Jaguar retailers nationwide.

In these venues, fans could enjoy the full VR experience through Oculus Rift headsets, for the duration of the Wimbledon fortnight. Additionally, at Waterloo station and in the Jaguar retail outlets, as well as in the queue to get into Wimbledon, Mindshare distributed 40,000 Feel Wimbledon-branded Google Cardboard sets so people could enjoy the immersive experience via their own mobile phones.

At Waterloo station, 7,900 people enjoyed the full VR experience, spending an average of 12 minutes with the brand. When it came to cut through, #FeelWimbledon was the most used hashtag of all the Wimbledon partner brands.

Levi’s and OMD China – The Levi’s Campaign That Levi’s Didn’t Create
Levi’s was facing a huge brand perception problem amongst Chinese targets. The fundamental issue was that the brand didn’t excite or inspire the younger generation. Levi’s had lost its denim leadership to rival Lee in China’s lower tier cities.

It had to do something different. So instead of telling Chinese Millennials what it meant to be original, OMD China and Levi’s handed over complete reign of ad creation and inspired them to create their very own version of Levi’s ‘We Are Original’ campaign. The wave of originality spread faster through peer groups than a regular ad campaign, and coming from Millennials themselves also carried a much more trusted message.

Since people are often inspired by music, OMD China and Levi’s partnered with mobile music app, Tencent’s QQ music. Harnessing Tencent’s QQ database, they selected Millennials’ favourite songs that best embodied Levis’ brand spirit. On the app, Millennials playing any of these songs unlocked Levi’s original images – backdrops to Levi’s campaign.

Consumers could then invent an original strapline, to pair with their Levi’s image directly on QQ Music, and then share it. So every message became an individual story told through WeChat: an expressive image, original statement and song, to get their friends inspired. Offline, the campaign invited China’s youths to star in their own Levi’s poster, striking a pose to show their originality. Scanning a QR code on their phones made these posters shareable.

The campaign really caught young consumer’s imagination: over 2.6m Levi’s ads were created by Millennials in just two weeks, and the campaign achieved an additional 2.9m consumer engagements in the form of likes, forwards, comments and shares.

Paramount Pictures International, MEC and Phunware – Mission: Impossible - Rogue Nation
Last year, MEC was challenged to put together a global plan to create awareness for Paramount Pictures International’s new summer blockbuster, Mission: Impossible - Rogue Nation. Through the research it conducted with Paramount, MEC knew that mobile devices were the primary screens for film’s target audience of people aged 15-44 with a male skew. So MEC wanted to leverage mobile technology to showcase the film and enable audiences to experience the adrenaline rush and high-speed scenarios of Mission: Impossible.

To do this, MEC knew that it needed to go beyond delivering pre-roll video across the mobile ecosystem. Users needed to feel as if they were part of the Impossible Missions Force (IMF) agency and feel the rush in the palms of their hands. To do this, MEC partnered with Phunware, which was able, via its Phusion native brand placements, to help create custom levels that integrated the film and its characters into two popular mobile biking games.

Many app integrations are very light in nature, including only simple logo placement or a quick asset swap. However, together with Paramount Pictures International, Phunware and the two game developers, MEC was able to design, create and execute these deeper, 100 per cent custom-built levels in two popular mobile games that reached the target audience, with new levels; in-game characters based on characters from the film; push notifications announcing the new content; and branded intro and load screens. The result was a 360-degree experience that allowed users to learn about the film while having fun with the games they already loved.

The Phusion native brand placements delivered 13m gameplays against the target audience. In addition, the media portion of the campaign delivered an 87 per cent video completion rate and a 6.65 per cent clickthrough rate. The movie was one of Paramount’s most successful titles at the box office last year, with $65 million (£53m) in 40 international markets on its opening weekend. It has since earned upwards of $682m worldwide.

Strongbow and Mediavest – Strongbow Cloudy Apple
Strongbow was launching a brand new cider to its range - Strongbow Cloudy Apple. In the already-saturated cider market, Cloudy Apple was to be positioned as a premium line extension in Strongbow’s portfolio. The creative needed to set Cloudy Apple apart from Strongbow original. Product testing had been extremely positive, so Strongbow and Mediavest knew that if they could get Cloudy Apple into the hands of consumers, they would be onto a winner.

The Cloudy Apple audience love their mobile devices. This made mobile a key tool, allowing Strongbow to target relevant consumers and hit them with a trial message just at the point when they were ready to reach for a cool cider. Mobile also served as a crucial measurement tool, measuring the impact of the location targeting and drawing insights about the target audience. What’s more, the innovative footfall measurement was a first for Strongbow and Mediavest. It was the first time they could measure all areas of the campaign accurately.

To measure the campaign’s effectiveness, Mediavest used a brand study to track uplift in consideration and purchase intent. Additionally, footfall into pubs and supermarkets was tracked to measure the campaign’s success at driving users into stockists. Mediavest worked with its data partner Statiq to apply insights to the users that went into pubs and stores to gain additional data about exactly who were the people who had trialled Cloudy Apple.

The campaign delivered a 19 per cent uplift in consideration for Strongbow Cloudy Apple, nearly doubling the 10 per cent target. Better still, the campaign delivered an 18 per cent uplift in purchase intent.

The footfall study revealed a 1.05x uplift in footfall to store versus the control group, driving 25,201 people who had seen the ad into stores with the intention of trying Cloudy Apple. It also drove an impressive 1.35x uplift into pubs versus the control group, meaning it influenced 7,008 people to enter a pub to try Cloudy Apple.

 

Our Award winners will be announced at the Awards Ceremony in London on 17 November. To book a seat or table, head for the Awards website or call John Owen on 07769 674824.