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
peoples 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 consumers 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.

Starcoms 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 Australias 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