CASE STUDY: Driving awareness and action with mobile advertising
Provided by Weve
Post Office uses mobile texts to inform readers about nearby free ATM services owned and operated by Bank of Ireland.
What was the Challenge / Background of the Campaign?
Post Office was looking for new ways to build awareness and drive traffic to its locations. With over 11,500 branches in the UK, the challenge was to find a viable means to draw people in. The strategy was to use free ATM services, which would be of common interest and enticing enough to bring consumers to Post Office sites.
What was the Campaign Objective?
The campaign objectives were to raise awareness and encourage interaction with Post Office sites. The vehicle that we used to drive traffic was the ATM machines.
What was the Solution?
Weve used its large consumer base of 20 million users to reach people on a large scale. Consumers were sent mobile messages from Post Office upon entering location hotspots. These messages informed users of a free to use ATM close by and provided a link to a map, making it easy to find.
What were the Results?
Weve found that 63% of recipients thought the messages were useful. 17% said they were persuaded to use a Post Office ATM after receiving the texts.
What were the Key Learnings of this Campaign?
Weve successfully increased awareness and action by associating Post Office with both convenience and accessibility.