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Mobile Marketing Week. Emporia uses mobile to drive awareness

Mobile Marketing Week. Emporia uses mobile to drive awareness

Not all of us want the latest technology packed into our mobile phone and not everyone wants to use their phone as an mp3 player or SATNAV.

Many people simply require a phone with basic functions to make calls and send messages for a variety of accessibility reasons.

Emporia, is an Austrian company which develops and manufactures highly innovative products for this market, in which it is a worldwide technology leader in this market.

The Emporia Life Plus mobile phone is one of its flagship products and is specifically aimed at the partially sighted, elderly and hard of hearing.

The Challenge

Emporia wanted to create awareness and promote its mobile handsets for the older generation, highlighting features such as a large keyboard and display, emergency key and a simplified menu.

With a mobile penetration rate of 126.6% in Austria (as of year-end 2008, according to Telekom Austria Group), it is a highly developed and crowded market. Emporia was keen to create a campaign which would have a high impact and cut through the ambient noise.

After much research into the options available, Emporia decided to partner with Out There Media to achieve this goal. Out There Media, the mobile advertising specialist, knows the Austrian market well and understands the potential for mobile advertising.

Despite the apparent paradox of trying to sell a mobile through a mobile, Emporia and Out There Media were convinced it could be successful. Out There Media worked closely with Emporia to create a highly targeted mobile advertising campaign that would resonate with its target audience.

With a large proportion of this audience owning an over complicated mobile phone or not owning one at all, the team would have to think laterally to develop a campaign that not only reached its targets audience but also resulted in sales. 

The Campaign

Out There Media planned a targeted advertising campaign surrounding Mother’s Day in Austria (3–10 May, 2009), encouraging recipients to “Make a gift on Mother’s day”.  This allowed Emporia to reach its target market via family and friends

The campaign included a banner adverts directly on the A1 Vodafone live! mobile portal, alongside a targeted SMS WAP-push message to A1 customers with age 35-50.

The Results

Following a week-long campaign, Out There Media generated some great results. The targeted SMS campaign saw 9% of the target group following the link to the Vodafone live! portal.

The banner advertising was also very successful with the click through rate (CTR) on the Vodafone live! amounting to around 1.5%.

Following these impressive results, Emporia saw mobile phone sales boosted by 17% after just a one week mobile advertising campaign. 

Out There Media’s CEO Kerstin Trikalitis, said “This is a great example of targeted mobile advertising in action and the fantastic results that brands can achieve through this medium.

“We have always believed in the power of reaching out to consumers directly and continue to see mobile advertising gaining in popularity.”

Kerstin continued, “Much like advertising in a fashion magazine, we believe that mobile adverts should be an enjoyable experience not considered as irrelevant spam.  Targeted and appropriate campaigns, like for Emporia, prove that this can achieve great results”.

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