Unilever, the second largest FMCG advertiser in the world, recently launched a mobile campaign called "CLEAR Eugovaganza" in Indonesia. The mobile app called "CLEARBOLA" was launched during Euro 2012. The app received a phenomenal response.
(Logo: http://photos.prnewswire.com/prnh/20120725/546333 )
Mindshare partnered with Vserv.mobi to deliver the campaign objective, [http://blog.vserv.mobi/unilever-clear-eurovaganza-mobile-campaign-garners-massive-response-on-vserv-mobi-network ] which was to effectively use mobile to target and engage 18-30 year old football crazed Indonesian men. The app was in Indonesian Bahasa dialect with content focusing on the Euro Cup. This included past tournament details, historical data and live scores of the present tournament. Users registered for a lucky draw using CLEARBOLA to enter a unique code obtained from a Clear Shampoo bottle, and three lucky users witnessed the finals of the Euro 2012 on the first of July in Ukraine.
The Indonesian mobile-internet ecosystem is dominated by App capable feature phones having a 80% share. To ensure reach across the target audience, the 'CLEARBOLA' app was built with compatibility for feature phone devices. The campaign leveraged the Vserv.mobi network for distribution.
The results from the campaign have been exceptional with the 'CLEARBOLA' app generating downloads at a conversion rate of 15.25%.
Vikas Gulati, Vice President - Business Development - SE Asia, Vserv.mobi said "The success of this campaign is testament to the power of the mobile medium for brands in reaching, connecting and ongoing engagement with their target audience. Brands in emerging markets are increasingly embracing mobile advertising faster than their counterparts in developed markets."
Sanchit Sanga, Partner - Digital - Mindshare APAC said "The question is never why mobile marketing, but how. In the case of CLEARBOLA, the app was well received by the youth that was following Euro 2012. The campaign also blended well with the brand's DNA of being a sporty male brand. The results speak for themselves."
The app continues to be in use well after Euro 2012, with users still looking up scores, statistics, and historical data.
Founded in 2010, Vserv.mobi is the winner of the MMA Smarties 2012 award for the Media Company of the year [http://blog.vserv.mobi/vserv-mobi-awarded-media-company-of-the-year-at-mma-smarties-2012 ] and the only global Mobile Ad network with App inventory across feature phones, smart phones and tablets. [http://www.vserv.mobi/advertisers.html ] The company delivers premium advertising via high impact full screen ads that are unmissable, uncluttered and yet delivered in a cost effective manner through it's innovative AppWrapper technology [http://www.vserv.mobi/developers.html ].
Contact: Binay Tiwari, +91-8976542695, binay@vserv.mobi
Photo: http://photos.prnewswire.com/prnh/20120725/546333 Source: Vserv.mobi
Editor: PR Wire
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