CASE STUDY: Using Wi-Fi Posters to reach out to cinema lovers
Provided by Cheil Worldwide
Cheil used wi-fi posters to increase sales to the Smartphone generation in South Korea with exciting results!
What was the Challenge / Background of the Campaign?
Our client, CJ Entertainment, is the largest film distributor in South Korea. Much of their huge marketing budget was being spent on massive poster campaigns targeted at young moviegoers, but conventional posters seemed to have little, if any, effect on the choices of the smartphone generation. What would be the most effective way to reach out to them?
What was the Campaign Objective?
The objective of the campaign was to increase ticket sales among the target audience.
What was the Solution?
There was no need to make changes to our existing media plan, all we needed to do was install Wi-Fi devices on the existing poster billboards. We also made sure the new campaign was hassle free. Unlike advertisements with QR codes that require the consumer to first download a mobile app then scan the code, the Wi-Fi poster connected the poster to the mobile device by simply tapping the Wi-Fi network menu. The name of the Wi-Fi network matched the film's title, and tapping that name opened a pop-up with links to Full HD trailers, promotional events and online box offices.
What were the Results?
Wi-Fi poster increased the film's official website traffic by 28.5%. Time spent on the websites by Wi-Fi poster visitors was 5 time longer than regular visitors'. The Wi-Fi Posters translated into actual numbers. Each access point recorded the tally of wireless connections made, how many of them led to page views, and ultimately to on-line ticket sales.
What were the Key Learnings of this Campaign?
This exciting campaign utilised the smartphone technology to engage the audience and also to increase sales online. This campaign shows the strength of using digital technoloy for reaching a young and influential target market.