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Madhouse
created a mobile campaign to promote Nokia's N76 phone. In line
with the precise marketing strategy of the N-series, multiple targeted
ads were placed intelligently on China's mobile Internet.
Goals:
-
Create awareness for N76, introduce and attract consumers' interest
in the phone's exterior and unique multi-media functions, drive
sales
- Preserve
Nokia Nseries users, raise sales for Nokia Non-Nseries users,
gain Non-Nokia High-and-Middle-end mobile users
Campaign
Period: 3/7/2007-1/8/2007
Different
ad versions of N76 were intelligently served on MadNetwork™,
reaching the massive mobile community in China. These ads included
different banners and N76 mobile site contents targeting four user
segments (Nokia N-Series users, Nokia Non-N-Series users, Non-Nokia
High-end users, Non-Nokia Middle-end users), to build relevance
for users receiving the ads.
The
N76 campaign site created by Madhouse served as a platform for interaction,
content sharing, activities and purchase, and contained rich media
contents such as product information, software and wallpaper downloads,
and a short quiz. In the quiz, participants received different questions
specifically tailored to the different segments of users, directly
contrasting N76's different features against their current mobile
phones. Participants could thus experience the advantages of N76.
Madhouse
intelligently identified and segmented users to receive different
and unique marketing messages, so as to create relevance. Madhouse
also conceptualized a PK platform where users could compare their
mobile phones with the N76 to better understand the outstanding
functions and features. Finally, Madhouse integrated a Lucky Draw
mechanism to generate interest and consumer interaction and participation.
Madhouse
served 11,463,689 targeted ad impressions to designated handset
models, generating a 3.31% click-through rate with over 80,000 unique
participants joining in the quiz (with participation capped at 5
per unique user). In addition, the campaign generated 15,187 click-to-calls
from interested users.
Learn
how Madhouse promoted Nike's "ZOOM Runner" campaign using
mobile phones.
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