BMW Mobile Video Companion Ad Campaign
Background
Starting in September 2007, BMW launched a unique mobile advertising campaign for the new BMW 1 Series Coupé to increase brand awareness of the new model and to encourage users to sign up for a test drive, request a brochure, find their local dealership or get more information. BMW chose Rhythm NewMedia for the mobile portion of their campaign for the 1 Series Coupé because Rhythm could seamlessly integrate both brand and call-to-action advertising on mobile phones utilizing bespoke mobile video pre-rolls. Also, using demographic information provided by the user, Rhythm was also able to target BMW’s ads exclusively to adults ages 25-34 watching free mobile videos on 3 UK. These video ads were placed with Rhythm’s ad network using the media buying agency Zed Media.
Objectives
- Increase brand awareness for the new BMW 1 Series Coupé
- Target only adults 25-34, who are hard to reach exclusively through other channels
- Grow awareness of BMW to a new audience of consumers who have never bought a BMW due to budgetary constraints
- Precisely target a new audience of potential BMW buyers without cluttering or distracting base customers with the new messaging
- Position the car as a true performance model with Efficient Dynamics
- Increase call to action for 25-34 adults to request additional information from BMW such as a test drive, a brochure, or information on how to find their local dealership
Solution
- Use Rhythm’s unique brand and call to action mobile video companion ad product to offer more information to the consumer
- Use Rhythm’s demographic information to add a targeted element to a broader campaign
- Frequency manage ads to target audience
- Measure customer interest through call to action graphical banner ad click throughs and Mobile WAP site traffic
- Use mobile video ads to both demonstrate the style and movement of the car and also reach customers in a very personally manner
- Provide consumers with the ability to watch a vast array of quality content ranging from, News, Sport, Entertainment and Movies on 3 UK due to ad funding
Results
- Delivered video ad impressions as planned to only 25-34 adults
- 7.72% click through rate average for companion ads
- 67% increase in traffic to the mobile WAP site, http://mobile.bmw.co.uk/1coupe
The following brand awareness metrics were measured using Rhythm’s unique in-line brand awareness research solution
- 23% spontaneous awareness recall (30% among males)
- 60% prompted awareness recall
- 54% correct brand message attribution
- 29% felt more positive about the brand after seeing the add
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Unilever Lynx for Men – Mobile Ad Funded Video Case Study
Background
In May 2007, Lynx for Men, the Unilever men’s deodorant, launched a new advertising campaign designed to increase awareness of the brand and to differentiate itself as the sexy product for men.
Mobile advertising formed a part of this marketing campaign designed to communicate with Lynx’s target customers in new channels previously unused by the brand. In order to reach the target market, the Lynx campaign used video ads on the Free Stuff video content area on mobile operator 3UK’s Planet 3 portal. These video ads were placed with Rhythm’s ad network using the media buying agency Mindshare.
Objectives
- Drive awareness for the Lynx brand
- Target hard to reach customers (16-24 year old males) that are increasingly difficult to influence through traditional advertising channels
- Position the Lynx brand as sexy, attractive to the opposite sex, and cutting edge by using new media platforms
Solution
Lynx was able to achieve their objectives with the world’s first ad funded video channel on 3UK’s network with the help of Rhythm New Media. On the Free Stuff video content of the Planet 3 portal, potential Lynx customers were able to enjoy quality content such as news, sports, entertainment and movies after watching a short ad. Rhythm NewMedia’s unique completely targeted and frequency managed solution enabled very fine targeting which helped minimize waste and increased cost effectiveness for Lynx as ads were served only to the targeted males 16-24 that Lynx wanted to reach. Lastly, brand awareness was measured during the campaign using Rhythm’s patent-pending in-line brand awareness research solution.
Results
The Lynx brand received
- 13% spontaneous awareness of the brand
- 56% prompted awareness of the brand
- 86% correct brand message recall
- 44% people felt more positive about the brand after seeing the ad
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Mazda 2 – Mobile Ad Funded Video –Case Study
Background
In September 2007, Mazda launched a new advertising campaign designed to increase awareness of their new bold and stylish car model, the Mazda2. Mobile advertising formed part of their marketing campaign designed to communicate with adults 25-34 in their leisure time. The campaign used video ads on the 3-UK and T-Mobile to reach the Mazda2 target audience. These video ads were placed with Rhythm’s ad network using the media buying agency Mindshare.
Objectives
- Target potential customers that are increasingly hard to reach on traditional advertising channels
- Drive awareness for the Mazda2 car model
- Position the Mazda2 as a stylish and bold new car model
Solution
- Use mobile video with Rhythm to add unique and targeted element to broad TV campaign
- Deliver Mazda 2 advertisements to core demographic only
- Showcase Mazda2 ad and frequency manage
- Provide consumers with the ability to watch a vast array of quality content ranging from, News, Sport, Entertainment and Movies due to the fact that the Mazda2 targeted advertising was offering the audience the content for free in return for watching their ad
Results
- Delivered 350,000 video ad impressions exactly as planned to 25-34 adults with no wastage
The following brand awareness metrics were measured using Rhythm’s unique in-line brand awareness research solution
- 32% spontaneous awareness recall
- 70% prompted awareness recall
- 52% correct brand message attribution
- 32% felt more positive about the brand after seeing the add
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Puma Mobile Video Ad Case study
Background
In January 2008, Puma launched a mobile video ad campaign around the product launch of the new football boot, the Puma V1.08. Puma partnered with Rhythm NewMedia to deliver highly targeted video ads only to potential consumers aged 16-24 and male. Mobile advertising formed part of their widespread marketing campaign designed to increase brand awareness of the new boot. Rhythm provided precise targeting and concrete tracking and measuring unavailable to other mediums outside of mobile. The campaign used video ads on 3-UK and T-Mobile UK to reach the desired consumers. On the 3 UK Free Stuff video content of the Planet 3 portal, potential Puma consumers were able to enjoy quality content such as news, sports, entertainment and movies after watching a short ad. Similarly, on the T-Mobile web’n’walk application and t-zones application, potential Puma consumers had access to premium content from top content providers like ITN, Aardman, Fremantle, Hat Trick and Sony. These video ads were placed with Rhythm’s ad network using the media planning agency ZenithOptimedia and its non-traditional specialist media arm Newcast.
Quote
- “Using Rhythm was a great choice because they not only gave us a fresh medium in which to use our existing TV ads, but also were able to provide precise targeting, exact reach and success metrics for our campaign” said Hamid Habib, Newcast
Objectives
- Target only males 16-24, who are hard to reach exclusively
- Increase awareness for the new Puma V1.08 football boot
- Position the boot as the one that gets you to ball faster
- Strengthen consumer ties to the Puma brand
Solution
- Use mobile video ads to connect with consumers visually to grow their connection with Puma
- Use Rhythm’s demographic information to add a targeted element to a broader campaign
- Frequency manage ads to target audience
- Provide consumers with the ability to watch a vast array of quality content ranging from, News, Sport, Entertainment and Movies on 3 UK due to ad funding
Results
- Delivered video ad impressions as planned to only 16-24 males
The following brand awareness metrics were measured using Rhythm’s unique in-line brand awareness research solution
- 39% spontaneous awareness recall
- 71% prompted awareness recall
- 38% correctly identified the Puma message that the V1.08 football boot gets you to the ball faster
- 45% recognised that Puma released a new football boot
- 45% felt more positive about Puma after seeing the add
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Paramount Invest in Rhythm NewMedia on Sixth Campaign
Mobile Video Companion Ad Case study
Bckground
In March 2008, Paramount and Rhythm NewMedia teamed up for their sixth advertising campaign for the release of the comedic film Drillbit Taylor, featuring Owen Wilson.
Paramount chose Rhythm again because Rhythm can seamlessly integrate both brand and call-to-action advertising on mobile phones utilizing mobile video pre-rolls and WAP banner ads. Also, using demographic information provided by the user, Rhythm was also able to target Drillbit Taylor film previews exclusively to consumers ages 16-24 watching free mobile videos on 3 UK. Rhythm’s call to action banner ads allowed Drillbit Taylor fans to deeply engage and enter a competition on their mobile phone quickly and directly.
Quote
- "Using Rhythm allowed us to directly communicate the hilarious premise of the film to the precise audience that would appreciate it. This activity contributed to a very strong opening weekend” said Zac Stephenson, Communications Director at MEC.
Objectives
- Target only adults 16-24, who are hard to reach exclusively
- Increase awareness for the upcoming release of the comedy Drillbit Taylor
- Obtain new entries to competition via WAP banner ad
- Grow opening day crowds to film, remind customers of movie release date
Solution
- Use mobile video ads to increase the number of views of the Drillbit Taylor film preview
- Use Rhythm’s demographic information to add a targeted element to a broader campaign
- Use companion banner ads to engage with the consumer and allow them to sign up for the competition
- Frequency manage ads to target audience
Results
- Campaign with Rhythm helped increase strong opening weekend for film
- Exact targeting to a younger audience made sure the movie preview reached the exact audience that would be most likely to see the film
- Delivered video ad impressions as planned to only 16-24 adults
- 6.9% click through on WAP banner
The following brand awareness metrics were measured using Rhythm’s unique in-line brand awareness research solution on previous Paramount campaigns
- 16% spontaneous awareness recall
- 62% prompted awareness recall
- 55% correctly identified the exact release date of the film
- 41% said they were more likely to go and see the film
- 18% said they would definitely see the film
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Background
Starting in January 2008, Toshiba launched a mobile video ad campaign around the launch of their extremely light notebook PC, the Portégé R500. This campaign was in conjunction with an overall brand campaign to reignite awareness of the Toshiba brand and also reinforce Toshiba’s reputation as an innovative leader within the industry. The goal of the campaign was promote the new R500 as the world’s lightest laptop with superb technology and functionality.
Toshiba partnered with Rhythm NewMedia to deliver highly targeted video ads only to potential male customers 25 and older. Rhythm provided precise targeting and concrete tracking and measuring unavailable to other mediums outside of mobile. The campaign used video ads on 3-UK and T-Mobile UK to reach the desired customers and worked very well, as there was an astonishing 79 percent message recall rate. On the 3 UK Free Stuff video content of the Planet 3 portal, potential Toshiba customers were able to enjoy quality content such as news, sports, entertainment and movies after watching a short ad. Similarly, on the T-Mobile web’n’walk application and t-zones application, potential customers viewed access to premium content from top content providers like ITN, Aardman, Fremantle, Hat Trick and Sony. These video ads were placed with Rhythm’s ad network using the media buying agency Rocket.
Quote
- “Using Rhythm allowed us to communicate directly to our precise target audience, with optimum controlled frequency. We were delighted with the level of ad awareness achieved on this platform and equally impressed with the degree at which consumers identified the ad’s exact message; that the new Protégé R500 is the world's lightest laptop," said Le’Nise Brothers, Interactive Account Director at Rocket.
Objectives
- Target only men 25 and older, who are hard to reach exclusively
- Increase awareness for the new notebook PC, the Portégé R500
- Position the notebook PC as the “the lightest laptop we’ve ever made”
- Strengthen customer ties to the Toshiba brand as the innovative leader
Solution
- Use mobile video ads to connect with customers visually to grow their connection with Toshiba
- Use Rhythm’s demographic information to add a targeted element to a broader campaign
- Frequency manage ads to target audience
- Provide consumers with the ability to watch a vast array of quality content ranging from, News, Sport, Entertainment and Movies on 3 UK due to ad funding
Results
- Delivered video ad impressions as planned to only males 25 and older
The following brand awareness metrics were measured using Rhythm’s unique in-line brand awareness research solution
- 13% spontaneous awareness recall
- 55% prompted awareness recall
- 79% correctly identified the message “the lightest laptop we’ve ever made”
- 47% felt more positive about Toshiba after seeing the add
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