90 MERCEDES C-CLASS by UPSTREAM SYSTEMS for Vodafone

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90 MERCEDES C-CLASS

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Industry Mobile Communications
Media Direct marketing
Market Greece
Agency UPSTREAM SYSTEMS
Released November 2009

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Advertiser: VODAFONE GREECE
Product/Service: COMPETITION USING SMS
Agency: UPSTREAM SYSTEMS
Date of First Appearance: Nov 26 2009 12:00AM
Entrant Company: UPSTREAM SYSTEMS, Gerakas, GREECE
Entry URL: http://www.vodafone.gr
Chief Executive Officer: Marco Veremis (Upstream)
Head of Campaign Management: Guy Krief (Upstream)
Account Director: Andreas Petropoulos (Upstream)
Head of Business Planning: Panagiotis Gezerlis (Upstream)
Business Planning Executive: Dimitris Ploumistos (Upstream)
Project Manager: Dimitris Sotiriou (Upstream)
Campaign Manager: Niki Zacharopoulou (Upstream)
Business Planning Executive: Alkiviadis Choidas (Upstream)
Media placement: Mobile Campaign - SMS To Vodafone Subscriber Base - 26/11/2009

Describe the brief/objective of the direct campaign.
To create a revenue generating promotion that runs entirely on Vodafone’s own medium (the mobile phone) and using its most basic and popular function: SMS.The target audience was Vodafone's own subscriber base. We were asked to advertise the promotion itself by using the mobile phone as the primary advertising channel. The success of the campaign would depend on the response the campaign SMS would generate from Vodafone's subscriber base. Secondarily the campaign would also have to strengthen Vodafone's brand image as the leading operator brand in Greece, reward subscribers, and immerse the participants in an exciting one-to-one communication.

Explain why the creative execution was relevant to the product or service.
With a blue-chip brand like Vodafone, we had to go big: 90 Mercedes-Benz C-Class cars were given out to Vodafone subscribers during the campaign as prizes, one for every day of the campaign. The choice of car was appropriate, given Vodafone's long-standing global sponsorship of the Mercedes-McLaren team. In our communication with the target audience, the overall theme was celebratory: Vodafone was rewarding its subscribers for their loyalty with a once-in-a-lifetime offer. This theme was ever-present in our SMS interaction with Vodafone subscribers.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
For this promotion, users sent a premium SMS to a short code for the chance to win a Mercedes C-Class every day for 90 days. Our strategy was to grab consumers' attention with an amazing prize lineup, promoted via clever SMS advertising, and target consumers with relevant messages to keep them involved throughout the campaign. We profiled users and segmented into categories based on response data, targeted each user category with the appropriate language and style, with a call-to-action message that was custom-made. The success of our campaign implementation depended on our CRM (customer relationship management), mobile campaign management and copywriting expertise.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
10% of Vodafone’s subscribers played the game, with each participant making an average of 13 interactions. This was an exceptional recruitment rate, considering that it was a premium-priced service. Vodafone’s average revenue per user increased by an outstanding 3.5% for the duration of the promotion. 3.5% refers to an Average Revenue Per User (ARPU) across the entire subscriber base, not just the promotion participants. In a period where ARPU is dropping across the board, a 3.5% rise is considered exceptional. The campaign managed both to increase revenues, and to be highly profitable for our client.