bakery qustodian introduction

© Qustodian UK Ltd

Qustodian Introduction

January 2013

Try our service at: http://uk.qustodian.com

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http://uk.qustodian.com/

http://uk.qustodian.com/

© Qustodian UK Ltd

What is Qustodian?

• Qustodian is a permission-based, engagement marketing service for mobile phone users

• Communicates over the mobile internet, independently of phone manufacturer and operators

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BrandsCustomers Qustodian Channel

© Qustodian UK Ltd

People set up profiles of their interests on their mobile phones and give advertisers permission to have conversations based on

those interests.

The User is King

Select Preferences Select Favourite / Least Favourite Brands

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© Qustodian UK Ltd

Qustodian User Experience

1. Download Qustodian from your App store

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3. Receive commercialmessages in a dedicated inbox - an “Adbox”

2. Create account and simple preferences

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4. Receive share of revenue earned by your interaction

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© Qustodian UK Ltd

Audience Demographics

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Average age Men = 31.1

Average age Women = 30.4

11.20%

37.20%

London

Major Cities (pop: …

1.47%

3.83%

10.90%

6.73%

1.42%

5.75%

11.64%

58.08%

Other

Unemployed

Student

Self-employed

Retired

Homemaker

Employed - Part-…

Employed - Full-…

37% more likely to be in full-time employment:

Open-minded consumers:

98% have considered purchasing

something or providing details

through our service

… 72% already have.

Male69%

Female31%

© Qustodian UK Ltd

Modern Consumers

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24% been to cinema 3-4 times in last 6 months.

Tech-savvy, engaged, influential, young, urban. They are also enthusiastic, opinionated, they understand advertising and

branding, and realise they are empowered consumers.

55% have kids 52% don’t smoke.

37% would like to use British Airways for short-haul flights

…but only 24% do.

76% want more content delivered to their mobile.

© Qustodian UK Ltd

Types of CommunicationPremium, rich-media engagement ads

Personalised daily deals and vouchers

Preference & location based offers

Surveys and feedback messages

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© Qustodian UK Ltd

Benefits for Advertisers

• Fully-opted in, profiled audience

• 50% + response rates

• Rich media, flexible tools to engage and entertain audience– Direct response questions for

customer insight

– Qustodian manage creative, campaign and reporting

• Pay by results:– No mobile communication costs

– Measures every consumer interaction

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Managing Partner, London Media Agency

Comms Planner – London Media Agency

Qustodian have been very easy to work with and have delivered

undeniably strong results during a key period for Nivea for Men.

I have been using Qustodian for 8 months now and really like it. It

has been a journey of discovery of new things in a simple, engaging format. As a client, I see enormous potential

as the audience grows to deliver highly effective campaigns

© Qustodian UK Ltd

Case Studies

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© Qustodian UK Ltd 10

Qustodian Campaign


Qustodian Campaign: L’Oreal

Country: UK

Published by: L’Oreal

Campaign: Free skincare sample.

Objective: Women 18+

Platforms: All (iPhone, Android, Blackberry

and Windows Phone)

Campaign Description:

• “A call to action to request a free sample of

L’Oreal BB 10 cream”

• Followed up with post campaign research as

to why the users did / didn’t request the free

sample cream.

Results

• Sent to 2053 female users.

• Read by 947 (46%)

• 435 (46%) volunteered their names and addresses to receive a free sample.

Post Campaign Research

- 97% of users want to hear more from L’Oreal

- 97% of respondents want to try other skincare brands.

- 82% of non-respondents also want to try other skincare brands

© Qustodian UK Ltd

Qustodian Campaign

Channel 4 Television

© Qustodian UK Ltd

Qustodian Case Study: Channel 4

ResultsPublished by: Channel 4

Campaign: Ad break effectiveness

Objective: Deliver 450 complete surveys from

18-34 year old adults.

Call to action:

• Notify an audience of 18-34 year olds of

Channel 4 programme to be imminently

aired (3 hours after)

Post tx research:• Post tx research to test effectiveness of

Channel 4’s premiere ad break format

(Channel 4 presenter announces

upcoming advertisement)

Call to action message:

• Sent to 3188, read by 902 (28%)

within 3 hours of message sent.

• 487 re-directs to Fresh Meat site

Post tx research message:

• Sent to 3188, read by 1507 (44%)

• 1164 respondents answered the

survey within 24 hours of tx

• 480 had viewed relevant shows.

• Over 250 recalled specific advert

being researched.

© Qustodian UK Ltd

Qustodian Case Study: KLM test

ResultsClient: KLM

Campaign: Semi Personalised Ad messages

Objective: Maximise user engagement with

KLM and drive qualified traffic to KLM site.

Message 1:

• Notify Qustodian users who have

expressed an interest in travel of KLM’s

short haul offers

• Ask users to vote on their favourite Short

Haul destination

Message 2a:• Semi personalised message based the

user’s favourite destination.

Message 2b:

• Generic message sent to Control group.

Poll result & offer for winning destination.

Message 1:

• Sent to 3787, read by 2306 (61%)

• 1393 destination votes

Message 2a: Semi Personalised

• Sent to 1393, read by 1138 (82%)

• 1016 Unique click through to KLM

(89%)

Message 2b: Generic message

• Sent to 1006, read by 605 (61%)

• 31 Unique click through to KLM (4%)

© Qustodian UK Ltd

Qustodian Case Study: Universal Pictures

ResultsPublished by: Universal Pictures

Campaign: Savages (test campaign)

Objective: Drive awareness of release using a

Call to Action Message.

Call to Action:• Thursday prior to release.

• Users received a made for mobile

content feature including a

synopsis, trailer play and links out to

exhibitor sites to purchase tickets

Call to Action :

• 56% engagement rate (Sent to

4130 Unique Users and read by

2328)

• 9972 total page views

• 19.5% CTR to official sites (88% to

official sites and the rest to

Facebook and Twitter)

• 12% CTR to exhibitor sites


Contact: [email protected]

Telephone: +44 20 3589 7231

Address: Qustodian UK Ltd

Innovation Warehouse, 1st Floor

1 East Poultry Avenue

London EC1A 9PT

Try our service at: http://uk.qustodian.com

John RobertsDirection

Amanda SingletonSales

David HuesoMarketing

Nick BaldwinOperations

Jamie AllenAffiliate Marketing

Qustodian UK

@qustodian

mailto:[email protected]

http://ffc.qustodian.com/

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