Mobile advertising campaign for the new Honda Insight on ORASCOM’s WIND PLUS Mobile Advertising Portal – powered by VELTI!

Objectives:
D’Arcy advertising agency wished to implement an innovative mobile marketing campaign for its client, the new hybrid Honda Insight, which would promote the new brand’s awareness and support its launch.

Solution:
Velti designed and implemented an interactive mobile campaign that ran on the WIND PLUS portal and promoted the car’s environmentally friendly features, while associating it with the well-known WWF global environmental initiative called the Earth’s Hour (March 28, 2009, 8.30 p.m.).

The concept of Honda Insight’s mobile campaign was «60 minutes in the dark, 60 days of waiting for the new hybrid Honda Insight»

By clicking on the advertising banner the user entered a new microsite with information about the new hybrid Honda Insight and WWF’s Earth Hour initiative. The user had the option to subscribe to a mobile alert service that would remind him of the date and time to switch off the lights to participate in WWF’s initiative, aimed to convey the message that there is still time to avoid the worst impact of climate change. By subscribing to this service, the user then received creative text messages, 60 minutes before the start of the Earth’s Hour, as well as one minute before the time to switch off the lights.

Results:
This was yet another extremely successful mobile advertising campaign implemented by Velti on the WIND Plus advertising portal. The innovative concept, as well as the engaging use of a series of mobile alerts, resulted in very high response rates among WIND subscribers, achieving the remarkable click through rate of 26.9%. Honda Insight’s brand awareness as a result of this campaign was considerably improved, as was the environmental profile of the brand.

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