CASE STUDY: Gimme Credit Leads the Way for Coca-Cola

Provided by Internet Advertising Bureau
Challenged to develop the UK's first ever cross-network mobile crediting solution to support the Gimme Credit campaign.
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What was the Challenge / Background of the Campaign?

OpenMarket was challenged by its agency partner to develop the UK's first ever cross-network mobile crediting solution to support the Gimme Credit campaign. The promotion was featured on tens of millions of cans, bottles and cups stocked in retailers nationwide. In a UK first, pioneered through Coke's Gimme Credit promotion, OpenMarket enabled money to be added to mobile accounts, either as additional pre-pay funds or appearing on a contract user's monthly bill.

What was the Campaign Objective?

In a UK first, pioneered through Coke's Gimme Credit promotion, OpenMarket enabled money to be added to mobile accounts, either as additional pre-pay funds or appearing on a contract user's monthly bill.

What was the Solution?

OpenMarket, the largest & most technically advanced aggregator of mobile services in the UK, built additional functionality into its Charge To Account Gateway- the service behind the Payforit WAP and web billing solution, in order to handle the crediting. To credit a user, Sponge would request OpenMarket to check a user's number was on a valid network. OpenMarket notified Sponge of the outcome at which time they would send an SMS confirming to the user the user's account had been credited by 50p.

What were the Results?

OpenMarket won a Mobile Entertainment Award in 2010 for the campaign within the Best Mobile Transaction Provider category & were also highly commended in Mobile Marketing Magazine's EMMA's for Best Sales Promotion Campaign. Mobile Crediting is ideal for applying mobile refunds, potentially saving a significant overhead of generating and sending cheques and enabling customers to add money to practically any mobile phone account for competition prizes and incentives. OpenMarket also offers the option to zero-rate short codes in the UK, making it completely free for the user.

What were the Key Learnings of this Campaign?

OpenMarket's reliable, flexible, high capacity solutions handled the massive uptake triggered by the Gimme Credit promotion and ensured a great user experience. In 2009, Gimme Credit was the best performing brand experience campaign for Coca-Cola and the results for 2010 were even better. The result was a UK mobile marketing first from CocaCola and Sponge, boosting customer uptake and giving Coca-Cola a competitive edge in a crowded FMCG market.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsPerspective Coca Cola consumers
16 - 24
25 - 34
Both
MOBILE
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearDRIVE TRIALSALES PROMOTION
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