Asian Marketing Effectiveness Awards 2011- Gold

Campaign: BlackBerry Boys

Agency: Ogilvy & Mather Mumbai

Client: Vodafone Essar

Brand: BlackBerry on prepaid

Objectives

India is the world’s cheapest telephony market, with 14 mobile firms jostling for space. Consequently, players are battling for new ways to increase average revenues per user (ARPU). BlackBerry Services – historically targeted at the corporate market – had a proven track record in commanding high ARPUs. As a late entrant to the BackBerry market, Vodafone needed to catch up with rivals and boost its BlackBerry subscriber-base by 50%.

Strategy

Vodafone realised that attempting to grab share from the corporate market would prove difficult, so instead it targeted a completely different customer – pre-paid phone users. Although pre-paid commanded the lowest ARPU, research found that the youth liked to be seen as affluent, tech-savvy and constantly in touch with friends. Vodafone identified a trend that would form the crux of its campaign: a few youngsters were using their parents’ BlackBerry’s to communicate with their friends using BlackBerry Messenger (BBM). Vodafone decided to tap into BBM’s attraction as a free alternative to more expensive text messaging and introduced pre-paid BlackBerry Services. The multimedia ad campaign positioned Vodafone’s offering as the young and vibrant alternative to the corporate BlackBerry offering of its rivals. The benefits of smartphones were demonstrated at youth hang-outs and at Vodafone’s 200 stores.

Results

Vodafone increased its share of BlackBerry users by 96%, nearly double its 50% target and within the first four months of the campaign it signed up nearly 154,000 additional subscribers (of which 35,000 were pre-paid). Its post-paid customer base grew 74% from 160,000 pre-campaign to 279,000 post-campaign

via Asian Marketing Effectiveness Festival 2011 -.

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Asian Marketing Effectiveness Awards 2011-Platinum

Campaign
How hiding a restaurant proved that Yellow Pages worked better than ever – The Hidden Pizza Restaurant

Agency; Clemenger BBDO & Proximity, Melbourne
Client: Sensis – Yellow Pages Australia
Brand: Yellow Pages

Objectives
In early 2010, Yellow Pages Australia recognised that its prospects for growth were impeded -business advertisers perceived it as ‘nothing more than an outdated print directory’. It had to act before the start of the annual selling cycle in April, or face the prospect of a 20%-30% plummet in total revenues.

Strategy
Yellow Pages was used on and offline by more than 4.5m Australians a week and thanks to a recent deal with Google, it had the widest digital reach of the country’s directories. These factors highlighted that the business’s problem was not one of performance, but of perception. Yellow Pages’ primary target market was small to medium-sized businesses and yet it had a print-only relationship with 45% of the segment. Yellow Pages created a pizza restaurant almost entirely hidden from view, located in the basement of an abandoned building. The only place its details were listed was in the Yellow Pages. Flyers offering consumers free pizza were distributed and a six-person call centre was set up to establish where people had heard about the restaurant. Hidden cameras at the filmed customers at the restaurant, which after two weeks the restaurant was closed and Yellow Pages revealed itself. A branded TV campaign was launched using the content captured from the restaurant, with radio and digital ad support.

Results
It was Yellow Pages’ most effective-ever advertiser-targeted campaign and succeeded in shifting perceptions of the brand as outdated, driving 20,000 new business leads during the April-September selling cycle, exceeding lead targets by 15% and generating an ROI of $10.8 for every $1 of marketing spend.

 

via Asian Marketing Effectiveness Festival 2011 -.

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McDonald’s Yellow Cabs Case Study – Creativity Online

How do you launch an American-style burger in Asia? How about with some U.S. style wheels? To introduce McDonald’s New York Style burger in Hong Kong, DDB HK set loose a fleet of yellow cabs onto the streets to offer pedestrians free rides to their local Yellow Arches. During the ride, passengers would also get a coupon for a free taste of the chain’s new offering.

via McDonald’s: McDonald’s Yellow Cabs Case Study – Print (video) – Creativity Online.

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