Brandscape and Sound Media were tasked with helping Philips launch their innovative, state-of-the-art shaving technology, the Philips Norelco Moisturizing Shaving System.
Between May and September 2008, Brandscape and Sound Media implemented 18 consumer activations at various venues including malls, nightclubs and university campuses. The activations created interactive theatre that gave the audience a unique interactive consumer brand experience that built on the existing “Robot” theme of the overall campaign strategy. The activations included ‘tryvertising' that included the new Philips shaving system and Nivea for Men Skincare products and the distribution of Philips branded mobile media content downloaded via Bluetooth from Hypertags® worn by the ‘Robot' promoters.
Sound Media promotional staff invited consumers to interact with the Hypertag® technology using their mobile phone. Participating members of the public activated the infrared or Bluetooth on their mobile phones and could randomly download a Philips video, Philips wallpaper, two Philips ringtones and various Philips instant win prize vouchers. Old mobile phones that could not receive digital content received a text based ‘V card' linking back to the Philips brand website.
Gordon Parkin, Creative Director of Brandscape Marketing remarked: “The effect of our permission based Bluetooth activity combined with eye-catching promoters was key to the campaign's success. It's paramount that consumers feel comfortable about receiving digital content via Bluetooth and what better way than combining a ‘human face' with a technologically engaging media channel. This unique combination adds real value to brand engagement. The fact that promoters can help those less comfortable with mobile phone Bluetooth technology to download rich media brand content adds to the memorability of the experience adding further kudos to the Philips brand. The 'What's in it for me?' promotional proposition is as relevant now as it has ever been and for this reason the downloaded content must be visually desirable in addition to the chance to win an instant prize. Incentivising the interaction increases the brand experience and encourages others to participate.”
Unlike other Bluetooth providers, Brandscape reduce the proximity of the Bluetooth transmission to a maximum of three metres. By near-casting in this way consumer interruption is kept to a minimum. The Hypertags® worn by the promoters are highly visible and act like a magnet drawing consumers into the area where the Philips promoters can engage them. The value of this type of activity for Philips was that the brand was able to convince consumers to try their new shaving system and receive ‘freemium' rich media content directly to their mobile phone that extends the brand experience beyond the moment.
The result of the activity over the 18-day period was the implementation of a highly successful campaign for Philips. The comprehensive reporting results were variable suggesting that certain venues throughout the activation period were more suitable and conducive to brand engagement. At peak times more than 100 pieces of content were being downloaded per hour from each Hypertag® worn by a promoter. The report highlighting the variation in downloads provides Philips with valuable consumer data that allows them to plan more targeted venues and focus times that improve conversion.
Four activations in particular, 14th August, 29th August, 30th August and 11th September show content being downloaded to more than 55% of the audience devices detected with active Bluetooth in the transmission area. This data indicates a higher than 55% opt in by consumers choosing to download Philips mobile content onto their mobile phones.
Unlike traditional one-dimensional promotional media, the promoter worn Hypertags® allowed Philips to communicate multiple brand content equivalent to a TV Ad, Static wallpaper, music clip and instant win voucher downloaded safely and at no cost to the consumer. Typically this multi media content will ‘live' on the consumer's phone for up to a month or longer if the content is collectable.
“Having made use of Hypertag® technology on many of our latest campaigns,” comments Jeanne de Power, Sound Media. “We can confidently comment on the effectiveness of using this form of mobile technology to enhance the brand message. The simple fact that this medium is opt-in allows us to engage with consumers who are willing to receive and interact with the brand, rather than bombard the public with unwanted marketing messages.”
In the past 18 months Brandscape Marketing has successfully implemented more than 38 campaigns in South Africa, Zambia, Kenya, Swaziland, Tanzania and Lesotho using mobile and online content delivery to engage audiences on behalf of many national and international brand clients.
About Brandscape Brandscape Proximity Marketing Solutions offer marketers innovative and personal ways of communicating, interacting and rewarding individual consumers directly to their mobile phones. Rich media ‘freemium' content is sent, at no charge to the recipient, via Bluetooth and infrared that starts a permission-based conversation benefiting both brand and consumer. Mobile tickets and vouchers are delivered by SMS, MMS, WAP or via Bluetooth with Hypertag® and redeemed online with Brandpoint scanners. Brandscape partners with clients to create effective, intelligent, hard working consumer activation campaigns for mobile proximity marketing. Activation results are measurable and accountable. Brandscape is the South African business partner to Hypertag® UK, This partnership affords local clients access to global technologies, best practice, support and expertise.
Brandscape contacts: Gordon Parkin: Director, Brandscape Marketing +27 82 338 6967 or +27 (0) 21 790 7476 email: gordon@brandscape.co.za
Visit our PRESS OFFICE: Brandscape Proximity Marketing Solutions offers marketers a personal way of communicating to individuals by delivering rich media content directly to their mobile phones, starting a permission-based experience that rewards and brings brands to life.- more....
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