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CASE STUDY: Motorola U9

Provided by i-vu
.Motorola promoted its U9 phone on i-vu's leading interactive television channel in hair salons throughout GB.

What was the Challenge / Background of the Campaign?

Due to the success of Motorola's last campaign with i-vu, they chose to send salons competition postcards. The competition encouraged the audience to engage with Motorola U9. It created a buzz around the salon and increased awareness by word of mouth. It also created an opportunity to capture data of a target group. This was a fantastic way to create brand awareness and proved popular amongst clients and stylists.

What was the Campaign Objective?

The objective of the campaign was to promote the funky and trendy U9 music Phone, raise brand awareness and collect data through an off screen competition.

What was the Solution?

Motorola utilized on screen and off screen opportunities.Motorola booked 1650 screens. i-vu have been expanding their network and played the advertising on 1737 screens.The expected playout figures of the adverts was 1,029, 600 and i-vu delivered 1,083, 888 times.This represents a bonus of 5% additional exposure. A 30 second advert was repeated twice per 45 minute loop. The advertisement consists of a landing page with an interactive element consisting of 2 interactive buttons giving people the option to watch two different advertisements.

What were the Results?

The advert consisted of a landing page showcasing the two different style U9 handsets with two buttons 'Pink' and 'Purple'. Once touched the screens then showed the advert reflecting the choice that was selected. The results of the Interactive touches were 460 for the Pink Advertisement and 510 for the Purple Advertisement. This is an interactive response rate of 0.89 % This is 89 times the response you would expect from interactive red button on TV. Of the postcard competition a total of 2100 postcards were returned which is a response rate of 2.04%.

What were the Key Learnings of this Campaign?

Factors contributing to its success: Frequency of the advertisment and trailer - shown x2 per 45 minute loop, enabled clients to watch the advert 4 times during an average visit. Target audience of women aged between 25-44, who are in a receptive indulgent mood. Postcard competition got people engaged with significant increase on last year's activity. "People were really excited about winning a trip to New York. I myself won't mind a nice weekend away" Rush, Covent Garden "The prizes are really fantastic and everyone is getting involved!" Headmasters, Bath

BudgetReach & FrequencyTarget AudienceMedia Used
£51k to £100kFashion conscious ABC1 women, 41% of which are aged 25-44.
25 - 34
35 - 44
Female
AB
NON-TRAD OUTDOOR
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESS
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