Top brands marketing campaigns get boost from Globe mobile ads

23 Feb

My Rewards, My Globe Plus, the mobile advertising platform of Globe Telecom and mobile advertising partner and global leader Out There Media (OTM), continue to drive the success of some of the country’s biggest marketing campaigns by bringing advertising to a new level.

With US$4 million worth of advertising commitments and 1.7 million opted-in subscribers three months after its launch in the Philippines , the m-ads platform is playing an important role in the way top advertisers communicate with their target consumers. Top brands such as Clear and Sunsilk saw the huge potential of the medium in creating consumer awareness and engagement, currently registering an average aggregate response rate of 33%, well above the global 4-8% average and the 1-3% response rate from traditional media such as print, television and radio.

Two of the biggest haircare brands in the country, Clear and Sunsilk, saw a huge potential in the use of mobile advertising in connecting with their target markets. Clear Shampoo’s Swap Challenge used mobile phones as a medium to send messages to the product’s target audience challenging them to swap their current anti-dandruff shampoo with Clear Anti-Dandruff Shampoo.

Sunsilk, on the other hand, intensified its Expert Makeover Promo with an aim to promote Sunsilk Co-creations and drive traffic to the Sunsilk Hair Experts page on Facebook with a contest. The campaign engaged its target audience using an SMS dialogue, pointing to both the campaign’s page on Facebook and a mobile site where more information about the contest can be obtained. At present, the page is home to over 620,000 fans, where they can participate and share in the discussions, get expert advise on their hair problems, as well as a chance to win a trip to London , Tokyo or Paris .

“Mobile advertising has become a very powerful medium in reaching our customers in a dialogue that recognizes their individuality and engages them more personally through their mobile phones. The numbers and therefore the opportunity that mobile as an advertising medium provide is simply staggering, said Ed Sunico, Media Director of Unilever Philippines . “Mobile devices are in the hands of nearly all consumers, around the clock and wherever they go. And because it’s so personal, they pay closer attention to mobile communications than any other media channel.”

Sunico added, “We are constantly looking for new ways to engage with our target audience. Mobile is a critical emerging channel that is becoming increasingly important to our target group – so we want to be there. Given the huge potential of the m-ads platform, it is important that we start connecting with our target customers in new ways well beyond the tried and tested ways of the past. We are thankful for this partnership with Globe for giving us the opportunity to establish a closer relationship with our market.”

“We are pleased that our m-ads platform continues to gain huge traction and positive feedback from our advertisers and their consumers,” said Minette Navarrete, Head of the New Business Group of Globe Telecom. “This year, we intend to sustain the momentum and further grow our partnerships with more brands, making mobile advertising an integral part of any marketing campaign. The success of the campaigns that used the m-ads platform is a testament to the effectiveness of the medium to deliver targeted messages to the right set of market. With our m-ads platform, we will revolutionize the way businesses touchbase with their customers while keeping them engaged and valued.”

My Rewards, My Globe Plus is a comprehensive, next-generation permission-based mobile advertising service for opt-in customers, allowing Globe and TM subscribers to choose to receive mobile ads they wish to receive from their preferred categories, be it fashion or food, from brands, products or services they would want to try in exchange for points redeemable against discounts and free gifts via the MyRewards MyGlobe and TM Astig Rewards loyalty programs.

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Posted by on February 23, 2011 in Technology


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