Every day between now and the Effective Mobile Marketing Awards Ceremony on 17 November, we will be previewing the finalists in one of the 3o categories. Today, it's the turn of the Most Effective Proximity Marketing Campaign category.
Bus London, Proxama, Mapway and Exterion – Bus London
In March 2016, Proxama launched the UK’s largest iBeacon experience across 500 buses throughout London, in partnership with out–of-home advertising firm, Exterion Media, utilising Mapway’s Bus Times London app. Available across both Android and iOS platforms, the service delivers a consumer audience of half a million people.
By integrating Proxama’s beacon Mobile SDK into its Bus Times London app, Mapway is deploying a utility-led consumer engagement experience to bus passengers in London. The experience is delivered across beacon-enabled buses, and is underpinned by Proxama’s TapPoint beacon campaign management platform.
The results have been impressive. Beacon-triggered real-time travel update notifications are seeing clickthrough rates of 45 per cent, compared to 28 per cent for updates not delivered by beacons. Beacon-served interstitial ads are seeing clickthrough rates of 9 – 15 per cent, compared to 1 – 2 per cent for interstitials not delivered by beacons.
Amstel, Tesco, One Stop, Mediavest, IRI and Blis – Amstel: Tesco & One Stop
Amstel took an innovative approach to promoting its lager brand, following its launch into the off-trade retailer space. By leveraging mobile geo-technology, Amstel was able to accurately identify its premium 25-44 male audience via their real world behaviour, and then reach them at the optimum point to drive footfall and sales to Tesco, its key retail partner.
At the same time, it was also important for Amstel to prove the efficacy and accountability of mobile where it mattered most, off-trade sales. Amstel collaborated with Blis for its mobile profiling and targeting capabilities, and IRI for its store-level sales insight to create a new performance success metric for the brand, and set a new sales performance benchmark for the category.
The campaign saw great results with a 19.7 per cent increase in sales of the featured Amstel products and an impressive ROI. These results were not only confined to the core Amstel products on offer, but also to all Amstel branded products (27.8 per cent sales uplift), and the beer category as a whole (3.5 per cent sales uplift) for the duration of the campaign period. Amstel also outperformed its competitors both during the campaign and in the weeks beyond.
Barclays, Maxus and TabMo – Barclays London Calling
This campaign was targeted Australian, Emirati and Chinese nationals in London, using efficiently-activated media to reach the right person in the right location. Using carrier, rather than language data, Barclays was able to engage users on devices attributed to the three target nations. And, by targeting these users when they were within a set perimeter of participating international banking branches, Barclays was able to reach users at a time when consideration was at its highest, inviting them to engage with the brand digitally through app downloads and website visits, and physically through branch visits.
The campaign was supported by four key pillars which were conceptualised by Barclays and Maxus and executed by TabMo. These were data targeting and geolocation, as referenced above, plus inventory and creative. TabMo used premium Deal ID and white-listed inventory to align Barclays in premium, brand-safe sites and apps. On the creative front, Barclays and Maxus asked TabMo to create bespoke formats suitable for this activity, with all parties working closely together to conceptualise and create this element of the campaign. By using an open API integration with Google Maps within the creative itself to drive users to branch, Barclays was able to display the ease with which users could reach their nearest branch and provide the directions for doing so.
Campaign results have exceeded expectations, with Barclays seeing an uplift in both digital and physical customer acquisitions. The ability to segment audiences and proximity target efficiently with bespoke messaging has been the defining feature which has underpinned the campaign’s success.
Hewlett Packard Enterprise Services and PHD Singapore – HPrecision Ambush
Hewlett Packard Enterprise Services (HPES) is on a mission to drive product innovation in its core verticals of Cloud, Security and Big Data solutions.
For years, HPES has tapped on the halo effect that industry events offered to reach out to a captive target audience whom their offerings would be most relevant to. The 24th GovWare conference was chosen as a pivotal event to deliver HPES’ cybersecurity messaging. Historically, the scale of this event has attracted many competitors to invest in platinum sponsorships on the ground and digitally. Brands with bigger sponsorship budgets are allocated speaking slots to reach out directly to the IT professionals. In such a competitive environment, HPES needs to find a unique angle to establish its security solutions.
Utilising mobile-first targeting strategies, HPES deployed channel, proximity and location re-targeting across three campaign phases – pre, event-day and post-event. To drive reach and foster pre-event buzz channel targeting was deployed across relevant verticals. It then leveraged mobile’s unique data point of location to geo-fence the conference centre on event day to reach event attendees. HPES then utilised proximity targeting once again to re-target those users seen at the event at their place of work for the week afterwards.
The campaign achieved phenomenal results, smashing past campaign media benchmarks, and driving fantastic ROI. It reached more than 1,000 Govware attendees and drove round table engagement of 30 key clients. With a budget of $17,000, HPES estimates that the campaign delivered Marketing Contribution Influenced Pipeline worth $117.7m.
M&S and Mindshare – M&S Food Summer Campaign
M&S created an unmissable #SpiritOfSummer food range inspired by the cuisine of South Central & Southern America. It was mobile’s role to immerse the M&S audience in the excitement and thrills of the fiesta experience, encouraging people to enjoy more spontaneous food-based sharing occasions.
Mindshare produced haptic creative to highlight the explosion of flavours and carnival atmosphere. It also developed vertical video executions to complement the shape of the sizzling skewers of meat and chillis, all underpinned by a thermal feed that up-weighted media in those key summer moments.
Mindshare worked with Statiq to create relevant audience segments based on location history and then passed these along with tracking pixels to the four media publishers where the campaign was deployed. This gave Mindshare complete visibility on footfall numbers, meaning that for the first time ever, it could not only prove if mobile would drive an uplift in visitation, but could also work out exactly which creative executions, audiences and even publishers were delivering the results.
The results are confidential, but were shared with the judges, and were impressive enough for Mindshare to describe the campaign as “Our must successful mobile campaign to date”.
Lidl, RUN and Starcom – Lidl Core
The supermarket sector is a highly crowded and competitive marketplace. For an everyday value supermarket like Lidl, the absence of an ecommerce platform and a loyalty scheme makes it all the to stay front of mind.
Lidl needed to let its target audience know that it’s a brand that offers good quality, value for money and a range of products, to steal consumers away from the big four who have a more established presence. So what better way to reach them than on their smartphones? Give them a gentle nudge as they are passing by a Lidl or competitor store, just prior to the purchase moment.
Using RUN’s proprietary cross-device technology, this hyper-targeted and tactical campaign smashed led Lidl to become a valid consideration for consumers’ core household shop - encouraging over 7,500 people into a Lidl store and driving a 31 per cent increase in intent to purchase.
Not only this, but a footfall study allowed Starcom to apply additional data insights to better understand the audience shopping in Lidl, arming the company with audience data that it had not previously been privy to.
Our 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.