Case studies
Cuervo de Mayo
Challenge
To raise awareness of the brand and promote it’s rich and authentic Mexican heritage, Cuervo developed a brand experience event called “Cuervo de Mayo” at London’s Scala Club. We were briefed to design a series of mobile marketing activities to identify and invite consumers to this amazing event.
Solution
Through an advertising campaign consumers were invited to send a text into i-movo with the correct spelling of Cuervo and their date of birth. We then sent winners a text message asking them to reply with the keyword ‘Gold’ to accept their invitation and claim their unique numbered ticket. It was vital to control the issue of tickets to winners only to ensure Scala would be full, without breaching any safety regulations.
Results
On the night it was essential only genuine ticket holders gained access to Scala. To verify each SMS ticket we used the i-movo application on a wireless handheld device. With each ticket processed in seconds and duplicates immediately identified and dealt with, it did not take Scala long to fill up.
By using text message invitations as part of our campaign we allowed our target audience to communicate with us in a way that best suited them, which ensured impressively high response rates.
Kirianne Green
Brand Manager, Cuervo
Coca-Cola Great Britain
Challenge
The soft drinks market is highly competitive and this is heightened in the convenience sector where drinks are bought for immediate consumption. To drive consideration and trial across a range of CCGB brands a compelling offer was required.
Solution
An in-store campaign supported by POS that encouraged consumers to text in to receive one digital voucher per day, to a maximum of three, for a free bottle of ‘Fanta’, ‘Sprite’ or ‘Dr Pepper’. Vouchers were unique and could only be used once so there was no risk of over-redemption and therefore of budgets being exceeded.
Results
Over 200,000 bottles were distributed to delighted consumers, each for the cost of a text message.
This system allows us to run sampling campaigns across thousands of retailers simultaneously without any additional staffing costs or impact on the supply chain. The feedback we have received from retailers and consumers alike has been hugely encouraging.
Ed Knight
Head of Communication, Coca-Cola Enterprises
Lucozade
Challenge
Support the ‘Edge Pledge’ campaign which meant that if any member of the British public needed to ‘Get Their Edge Back’ a bottle of the nation’s favourite energy drink was just moments away.
Solution
The largest ever secure mobile voucher campaign, offering UK consumers a free bottle of Lucozade Energy at over 20,000 retailers. Consumers were invited to either register online or text EDGE to a shortcode number to receive their voucher. A storefinder on the website identified the nearest retailer where they could use their voucher.
Results
Positive consumer reaction from the target audience and retailers alike. “Paperless coupon systems are a big step forward for convenience retailers – I used to spend hours sorting and sending back the paper ones. With i- movo not only do I save all this time and ensure the voucher is valid, I also know I’ll be paid back promptly.” said one retailer in Leeds.
A consumer “Jason” posted the following comment on an online forum: “I just wanted to say how awesome the free Lucozade thing was. I walked into a McColls, went up to the till, showed the cashier my phone, she tapped away on a small machine and I got my free Lucozade! Great offer! Lets see more things like this!”
Giving our consumers the opportunity to receive coupons direct to their mobile phone has great linkage with our very mobile target audience. This service is only going to benefit the campaign.
Chris Walker
Brand Manager, Lucozade Energy
Nike
Challenge
Supported by Nike, Midnight Madness is a search to find the UK’s next basketball star. There are 3 annual events that happen overnight from 8pm-6am. Historically it was a ‘just turn up’ method of entry but the event had become too successful to manage in this way. It now needed a ticketing solution that would resonate with a younger audience.
Solution
Our solution was to issue tickets by text message, which meant it was available for all phones. These digital tickets were checked by using six wireless card payment terminals, meaning they were flexible enough to move to any part of the queue. The Midnight Madness website asked players to register, we then issued text message tickets until set limits were reached. This meant organisers had up-to-the minute information on the number of tickets issued, and the danger of oversubscription was averted as the tickets were unique and could only be used once.
Results
As the event became much bigger, players, spectators and organisers were all reassured by the increased but not overbearing security and safety that our system delivered.
I love you man
A Visitor
This, from a player who had lost his phone with his ticket on it. With a paper system he would have returned home to Southampton but we were able to locate his ticket number by using his mobile phone number and so he was able to take part.
Wild Bean Café
Challenge
Help overcome the negative perceptions some UK consumers have of forecourt food and beverages.
Solution
The coffee at Wild Bean Café was superior to any forecourt competitor and was also the entry point for many people into the brand. To stimulate consideration and drive trial a free large coffee was offered to consumers via a digital voucher. As the campaign progressed different media channels were employed and i-movo’s real-time reporting allowed BP to determine the effectiveness of the media mix.
Results
After only a few days 78% of sites had processed at least one voucher. The campaign also received an unplanned viral boost when Martin Lewis of moneysavingexpert.com mentioned it during a radio breakfast show with a 5 million audience. Even with this uplift, the secure nature of the system meant the client was never financially exposed beyond pre-set limits. The redemption rate high point reached 13.7%.
This is the first time we have tried such a marketing tool to attract customers to try our Wild Bean coffee. The thing which is really attractive is the real-time nature of the system. This helps us understand the effectiveness of the multiple online and radio advertising campaigns we have invested in to support the promotion and we get to know exactly which customers have redeemed their vouchers, where and when. As the system is secure, the voucher can be used only once so we can reward our customers with really attractive offers without the financial exposure that can be a huge risk with digital voucher distribution, as other companies have found to their cost,
Richard Smuts
Advertising and Communications Manager, Wild Bean Café