CRACKING CHRISTMAS CONTRAPTION by INCENTIVATED for Marks & Spencer

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CRACKING CHRISTMAS CONTRAPTION

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Industry Retail, Distribution & Rental companies
Media Promo & PR
Market United Kingdom
Agency INCENTIVATED
Released December 2009

Credits & Description

Category: Best Use of other Digital Media in a Promotional Campaign
Advertiser: MARKS & SPENCER
Product/Service: CHRISTMAS GIFTS SELECTOR
Agency: INCENTIVATED
Date of First Appearance: Dec 17 2009 12:00AM
Entrant Company: INCENTIVATED, London, UNITED KINGDOM
Entry URL: http://wag.mands.mobi/demo
Managing Director: Jonathan Bass (Incentivated)
Technical Director: Craig Jamieson (Incentivated)
Social And Mobile Commerce Development Manager: Siene Viet (Marks/Spencer Direct)
Marketing: Lisa Adams (Marks/Spencer Direct)
Media placement: Mobile Internet Site - Direct - 17th December 2009
Media placement: SMS (Visited M&S Mobile Site Prev) 10k - Direct - 18th December 2009
Media placement: SMS (No Prev Visits) 2k - Direct - 18th December 2009
Media placement: Mobile Banners (Animated) C. 300k Impressions - Orange Mobile Portal - 18th December 2009
Media placement: Mobile Banners (Static) C.250k Impressions - Orange Mobile Portal - 18th December 2009
Media placement: Mobile Banners (Static) C. 350k Impressions - AdMob Network - 18th December 2009
Media placement: Search (Ppc) C. 70k Impressions - Google Adwords - 18th December 2009

Describe the objective of the promotion.
1. To engage all M&S customer groups through a mobile internet site, and for customers to interact with that site. 2. To leverage the ongoing M&S celebrity campaign through their Wallace & Gromit association. 3. To drive customers online to buy their Christmas gifts. 4. To offer a family fun, quirky, inventive, traditionally English twist to its “Christmas would not be Christmas without …” positioning.

Describe how the promotion developed from concept to implementation
Following previous mobile trials, the brief asked for a holistic mobile campaign. Our strategy was to use the strengths of mobile and Wallace & Gromit with a fun, engaging idea for shoppers to create an M&S gift wishlist which they could pass onto friends and family. The campaign had to reach all M&S shoppers and be simple and intuitive to use. The campaign comprised: - a mobile website: - SMS to customers on existing database, containing a site link - Banner ads on mobile internet sites - Facebook and Twitter updates containing links - Search adverts within mobile search engines

Describe the success of the promotion with both client and consumer including some quantifiable results

This campaign showed a big idea thriving on mobile, extending a traditional media campaign in a truly engaging manner. The campaign attracted M&S customers of all ages. It convinced M&S senior management about mobile as a channel to deliver innovative and creative connections with customers, strong word of mouth advocacy, convert interest into sales, and develop long term loyalty. The campaign exceeded visitor and repeat visit targets, and provided valuable insights about using SMS, mobile advertising and search. A third of completed profiles sent to friends. 28% of visitors supplied email addresses, triggering personalised emails linking to marksandspencer.com

Explain why the method of promotion was most relevant to the product or service
M&S “gets” mobile and has delivered a number of mobile ‘firsts’ for a retailer, such as a ‘Back to School’ mobile internet site; weekly SMS alerts for in-store promotions; and a mobile ‘magazine’ accessed via on-pack 2D barcodes. M&S wanted to use the many different capabilities of the mobile phone in one integrated piece of activity – in a manner that was appropriate and usable by a typical M&S customer and was creatively “in tune” with the overall campaign (as well as the Wallace & Gromit characters). The mobile internet (not an “app”) provided the widest possible reach.