The campaign carried out jointly with the media house Value Media was qualified to the final stage of the competition in the category of Most Effective Automotive Campaign or Solution and was the only highlighted development in the field of mobile marketing from Poland in this year's competition finals.
The goal of the campaign was to promote the new offer of Land Rover cars from the business line and to reach women and men 35+ years old characterized by above-average incomes.
At the same time, the client wanted to reach people who were interested in buying a new car at the time of the campaign. The key was to reach the users of smartphones and tablets, who during the campaign visited car showrooms of competing brands. The advertisement was targeted at people who visited such points in major Polish cities and met the assumptions of the target group selected.
In the campaign, we used Geotrapping® - proprietary Selectivv technology to collect the user database and target the campaign based on their historical location. The advantage of the solution is the ability to gather information on users who visited a specific place and reach them with the advertisement at any time in the future, for example when they spend their free time at home or wait for the lunch at a restaurant.
In addition, we targeted the campaign at people who recently participated in large business conferences, such as the European Economic Congress. In order to reach selected groups of recipients, we used ready-made Selectivv behavioral profiles.
During the campaign, we conducted an analysis of the smartphone users behavior who visited Land Rover stores all over Poland. We studied the relationship between the number of impressions and clicks on the ad and the number of people visiting the salon. In the course of the "footfall" analysis, it turned out that more than 6% of users who had visited the indicated salons during the competition and during the campaign had a contact with the ad - they saw it or clicked on it. Later on, they visited the salons.
"Nomination for the Effective Mobile Marketing Awards shows that our work not only translates into real results for clients but also constitutes a new quality in the field of digital marketing," - said Avi Magid, co-CEO of Selectivv.
