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Hampton Hotels, Increasing Brand Knowledge Among Business Travelers 

 
Company: weather.com & Dynamic Logic 

Brand: Hampton Hotels

 

Background
In July 2007, Hampton Hotels leveraged a new opportunity to engage a difficult-to-reach audience that is continuously on the move: business travelers. By launching a mobile advertising campaign across weather.com’s WAP (Wireless Application Protocol) site, Hampton Hotels connected with travelers to enhance brand knowledge and convey relevant messaging.
weather.com commissioned Dynamic Logic, a Millward Brown company to evaluate the brand impact of the mobile advertising.
 
Objective
·          Quantify the effectiveness of the mobile campaign in generating awareness of and favorability towards the Hampton brand
·          Gain insight into the potential of this new advertising platform at influencing travelers
 
Solution
  • Dynamic Logic’s AdIndex for mobile used control-exposed methodology measuring the brand impact of mobile ad campaigns as they run live across WAP site(s). Two groups were given mobile interviews from a WAP page (weather.com) and their responses are compared.
  • Responses from the group who did not see the ads on their mobile devices (control) were collected in the period immediately preceding the campaign launch.
Results
Results show significant increases in the brand metrics among those exposed to mobile ads among the overall audience – prominent branding successfully built awareness, while concise, yet persuasive messaging improved favorability and generated interest in staying with Hampton Hotels during their next trip.
  • 251% lift in Mobile Ad Awareness
  • 200% lift in Message Association
  • 27% lift in Brand Favorability
  • 37% lift in Message Association  
Conclusions
Mobile advertising on weather.com’s WAP site was an effective channel for reaching travelers, especially those traveling for business. Some of these consumers may be otherwise difficult to reach through other media due to the amount of time spend on mobile devices. Relevant messaging is critical to impacting an audience on a mobile device.
 

]]> Abbie Weiss Thu, 28 Feb 2008 07:00:00 -0100