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by The Newshound

on Jul 28

Starcom mobile campaign lands GIO results

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A mobile campaign developed by Starcom MediaVest Group (SMG) for GIO’s CTP Insurance product has resulted in almost 2,000 click-to-call requests from consumers.

The aim of the mobile campaign was to engage and reward customers with a competition as well as driving new business growth through a low price proposition.

Starcom developed a mobile WAP site with users in NSW directed via mobile banners across the Telstra BigPond mobile network.

The acquisition objective was based on click-to-call volumes, where users who selected a ‘click to call’ option were instantly prompted to call GIO’s call centre to obtain a quote. Further information, a driver protection booklet and a summary of GIO CTP benefits for example, could be sent directly to the users’ email address if requested by entering their details. All emails sent to these users were tracked and monitored providing GIO with additional quotes that would have otherwise been lost.

Mobile users were also asked to provide their ‘best safe driving tip’ for the chance to win an iPod shuffle. Key themes across competition entries were speed, anticipating other drivers, the use of mobile phones and safety around schools. One of the winning entries reinforced the importance of CTP insurance: "Whilst on the road always be aware that you are not the only driver, you are also putting other people's lives at risk."

The competition and 'more info' request also allowed users the opportunity to opt-in to receive more information from GIO, which became a successful database building exercise.

"We are encouraged by the results of this campaign. In the face of tough competition, the primary objective for this GIO CTP Insurance brief was to accelerate new business growth with a low price proposition while optimizing digital media to bring a quoting capability to the consumer's fingertips. A secondary objective was to educate and inform consumers about what CTP covers, which consumers are often easily confused by," GIO marketing advisor (CTP) Tammy Bowden, said.

The campaign was launched on May 11 and ran until June 30 this year. During this time, the campaign achieved a cost per completed application over eight times more effective than all other benchmarked online activity.

In addition, 200 names and email addresses were collected, proving the campaign to be a success not only in direct response and education but also as a database-building exercise.

"The campaign highlighted the effectiveness of mobile to connect on a practical level through the course of the day to save consumers time shopping around for a competitive quote," Starcom senior digital planner Michael Briggs said.

Starcom's strategy to use a mobile campaign is in line with the latest Frost & Sullivan research which indicates a positive market environment for rapid growth in mobile advertising marketing spend*. Frost & Sullivan estimates that Australia's mobile advertising spend will grow by 300 percent in 2008.

The research also indicates advertisers deploying mobile campaigns in their marketing mix, particularly with SMS/MMS broadcast and response campaigns, is driving further mobile take-up and experimentation.

*Frost & Sullivan: Australia’s Mobile Advertising Spend to Grow 300 per cent in 2008

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