POCKETvouchers are a mobile marketing company focused on driving foot-traffic, trial and sales using mobile vouchers. POCKETvoucher SMS vouchers are verified in real-time at the retail outlet through either the EFTPOS terminal or integration with Point of Sale software. This allows vouchers to be limited to one use and all redemption data to be fully tracked. POCKETvouchers combine mobile technology with marketing services to consistently deliver campaigns that work.
Background
DB Breweries were launching a new low carb lager Export 33 and wanted to drive brand awareness and trial amongst its target market. The Export brand had an existing customer database of suitable consumers already affiliated with the Export brand so it was decided this would be the key delivery channel. POCKETvouchers was engaged by Saatchi & Saatchi and DB Breweries’ CRM agency Simplicity to put together a campaign to drive brand awareness and product trial for Export 33.
Campaign Objectives
• Drive trial and brand awareness for Export 33
• Deliver a high value offer to existing Export database members & encourage them to provide more personal details using Simplicity’s online survey
• Use the viral spread of the campaign to drive web traffic and database new registrations through www.export33.com
• Build brand awareness through an exciting and innovative campaign that drives word of mouth/ viral activity
Campaign Strategy
1. Existing Export database members who had not filled out the online survey were sent a POCKETvoucher for a FREE 6 pack of Export 33 at Liquorland if they fill out the online survey (limited to the first 1,500 registrations)
2. Existing Export database members who had filled out the online survey were sent a POCKETvoucher for a “Buy 1 dozen, Get 1 free” Export 33 offer at Liquorland
3. Allow viral spread of the campaign by allowing consumers to access the survey directly through www.export33.com to receive one of the offers
Online Survey - Page 1 of 3
Top-line Results
| “FREE” POCKETvouchers sent |
1,697 |
| “FREE” Redemptions | 1,011 (59.6%) |
| “2 for 1” POCKETvouchers sent | 601 |
| “2 for 1” Redemptions | 269 (44.8%) |
Export 33 POCKETvouchers
Database Email
Example Reporting
Conclusion
This campaign was deemed extremely successful and delivered the highest redemption rate ever recorded for a Free 6 pack POCKETvoucher offer which showed the power of this targeted promotion. Combining POCKETvouchers mobile voucher technology with an online survey delivered by Simplicity allowed not only for an extremely effective sampling campaign to be delivered, but also for detailed information about existing and new customers to be collected which the Export brand can use in the future.