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Mobile delivers 60% of leads in Peugeot campaign

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Peugeot and Ad.IQ have released initial campaign results for the Australian launch of the Peugeot 308 with data confirming that placing mobile at the heart of go-to-market strategy can deliver immediate accountable results that can more than compete with online.

People sceptical of the potential of mobile marketing to deliver results may be surprised that mobile accounted for 60 percent of leads from Peugeot’s 308 advertising campaign. Results released by Ad.IQ not only clearly demonstrate the potential of mobile to increase customer engagement, but measure the effectiveness of traditional advertising, even down to an individual TV spot.

The integrated multimedia campaign invited consumers to SMS a keyword via a local-rate 13 number to receive a dedicated mobile content site off the back of television, press, magazine and outdoor advertising. It was further supported through advertising on the Telstra, Hutchison 3, and ninemsn mobile portals.

The comprehensive campaign which began in March resulted in mobile advertising delivering a five times greater click-through rate than online activities. This was further improved to an 11 times higher click-through rate using targeting parameters from the operators. In total, the mobile channel was responsible for 60 percent of all leads across television, press, magazines, outdoor and mobile advertising.

Chris Brown, national marketing manager, Peugeot Australia, said, “We want to make it convenient and easy for consumers to interact with the brand and the mobile channel does exactly that. Further, it has given us incredible insights into the effectiveness of our media channels and helps us develop balanced and accountable communications strategies for the future.”

The campaign breakdown shows that of all the leads delivered by the mobile channel, 70 percent were via SMS and 30 percent via mobile content. Mobile advertising was responsible for 10 percent of all leads. Television engagement rates showed metropolitan television scoring significantly higher than regional television, while the engagement rates of both press and TV were roughly equal.

1 Comments

Bridget
  • Wrote on 17 May, at 08:44PM
The key point here is exactly what Chris Brown says - 'easy and convenient'. If you're a consumer with some level of interest in the new 308, you don't necessarily want to call to ask for more details right now if

a) you might get stuck on hold for ages
b) you might still be talking at the end of the ad break and miss the next part of your TV program or
c) you're in the street or on public transport and have no privacy and a lot of background noise.

But a quick text (probably marginal cost on your cap plan) to get something you can look at when suits you is easy and convenient.

Other benefits of mobile response channels - immediate collection of a mobile contact number, automated message flows to collect basic data without call centre staff cost, reduced direct response 'spikes' from individual ads making call centre workload management easier etc. We have clients rolling out their fourth and fifth mobile response campaigns already.

We find mobile response to outdoor and public transport advertising works especially well for 'sensitive' or 'personal' offerings such as financial or health services. (and BTW you don't need a 13 number - 0400-travel or 0414-hotels etc are just as easy for the average texter to remember and send to!)

...all that said, one reason mobile has cut-through is that relatively few businesses are using it for marketing yet. We also have anecdotal evidence that some 'leads' are just trying it out to see how it works, rather than because they are really interested.

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