May 23, 2008
Ad Infuse, LSN Mobile Technologies, and Primus Telecommunications Inc. Partner for Mobile Success )LSN, Inc.)
Objective
Increase product awareness and purchase with a targeted mobile Hispanic audience. Engage consumers who view Hispanic content via Local Wireless® ad network in select markets across the United States.
Strategy
LSN Mobile Technologies and Ad Infuse advertised the Primus Globe Talk product on Local Wireless® for approximately three )3) weeks. The goal is to drive engagement, awareness, and purchase for a high quality long distance service that allows you to make international calls from home and cell phones to 19 Latin American destinations starting at 3 cents per minute
“Working closely with Primus, we were able to help craft a specific mobile strategy based on their target audience and local marketing needs,” said Carol Jackson, VP Global Sales at Ad Infuse. “Through that process, it became clear that our content partner Local Wireless could deliver best on those objectives, and the results speak to the high value of the partnership between our three companies.”
Execution
LSN Mobile Technologies )MT) and Ad Infuse ran the ad for three weeks in Chicago, New York, Los Angeles, Dallas, and Miami. Consumers saw the ad while checking for local content on Local Wireless and then clicked on the Primus ad. LSN MT tracked all metrics such as click thru’s, time/date stamp, frequency, type of device, banner type/size and carrier. Consumers utilized click to call technology to be connected immediately to Primus call center to sign up for product offering. “I’m excited about the Primus activity. The results validate the power of a one-to-one marketing relationship that mobile offers to products like Globe Talk. Our large and growing Hispanic audience certainly is a fit for Primus,” said David Spear, EVP Sales & Marketing at LSN Mobile Technologies.
Results
In the first 10 hours of the campaign, the click thru rate )CTR) swelled past thirteen )13%)! At the end of day 1, CTR was 10% and after three weeks, the campaign CTR was averaging 7.5%, which is nearly 8 times that of any normal on-line advertising campaign. “Unlike search and online advertising, serendipity does not apply to mobile marketing,” says Adriana Avakian, Director, Partner Marketing for Primus. “In migrating our product offering to highly targeted demographics, we clearly see the need to move from eyeballs to audiences with more compelling, relevant offers that, like our GlobeTalk product, broaden our customer’s options to reach out to people and places that matter to them. Ad Infuse and Local Wireless helped Primus execute upon these objectives.”
