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CASE STUDY: Three 'Share The Pony' App Launch

Provided by Adconion Media Group
How Adconion helped Three drive traffic to their 'Share The Pony'app

What was the Challenge / Background of the Campaign?

Three wanted to launch their "share the pony app"  into a busy and congested post-Christmas market - the campaign sought to use TV and digital in a unusual way, instead of a long TV (usually 4 week) campaign supported by an even longer digital burst of activity commencing at the end of the TV campaign they chose to run a extremely heavy burst of TV and Digital together for a 2 week period to maximize on cross media interest with the aim of generating the most excitement and engagement possible.

What was the Campaign Objective?

To support the TV campaign and drive traffic to the "Three Share the Pony app"

What was the Solution?

Three chose to partner with Adconion Media group, working with us to deliver a synonymous multi-screen rich media creative across desktop, Mobile, Tablet and CTV homepage to reach their audience with the correct message on the correct device at the correct time - identifying the best performing device against Three's traffic driving KPI's and driving the maximum number of users to interact with the share the pony page.

What were the Results?

Three were thrilled with the work done by AMG, it was both their first test into the Multi-screen and CTV space and from a results perspective the multiscreen placement was amongst the campaigns top performers.CTV proved to be the top performing placement with a performance doubling the industry average bench mark -this is a fantastic example of CTV working in tandem with heavy TV budgets and allowing clients to reach digital users when they are historically difficult to access - during their down time periods, at weekends and in the evenings.

What were the Key Learnings of this Campaign?

Delivering a large digital budget in tandem with a sizable TV budget over a short period of 2 weeks ensured maximum media cross over and subsequently better results - our multi-screen campaign allowed Three to deliver the correct message to the correct audience on the correct device at the correct time - at a device level best results were driven by CTV - this could perhaps be equated to the weight of the Standard TV activity it was running alongside.

printer friendly version
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsTarget audience 16+ adults
16 - 24
25 - 34
35 - 44
Both
ONLINE / AD NETWORKS
ONLINE / DISPLAY
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESSBRAND STRATEGY
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