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CASE STUDY: Leap Year movie targets Orange members

Provided by Internet Advertising Bureau
Through a series of SMS casts, members could get an exclusive wallpaper, read the film story and download the trailer.

What was the Challenge / Background of the Campaign?

Through a series of SMS casts, members were pushed to campaign mobile site where they could get an exclusive wallpaper, read the film story and download the trailer. 1 in 4 engaged subscribers saw Leap Year within the first 2 weeks of release. The mobile activity will take the form of a text message leading interested recipients to a WAP page where they will be able to view the film trailer and download wallpapers and film information. Find out more...

What was the Campaign Objective?

Brand engagement

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsTargeted 110,000 Orange customers
16 - 24Female
ABC1
C2
DE
MOBILE
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearDIRECT RESPONSE
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