optism mobile marketing case study for volkswagen
DESCRIPTION
Universal Motors, the dealer for Volkswagen in Ghana, Africa, wanted to use direct mobile marketing to alert mobile customers to the availability of the new Touareg. The sooner word gets out, the faster the dealer can complete transactions. The campaign used interactive text dialogue to gauge user interest in the new Touareg. The mobile campaign received a 30% response rate. "In our business, timing is critical. With Optism and Tigo Ads we know we’re reaching people who are interested in our ads and we can be confident they are reading our messages because mobile messaging is so reliable."TRANSCRIPT
Case Study /Volkswagen®
Reaching new customers quickly in Ghana
Campaign ObjectivesIn Ghana, car dealers bring in a shipload of vehicles, sell them, and orderanother shipload. The sooner word gets out, the faster the dealer cancomplete transactions. Universal Motors, the exclusive dealer for Volkswagen,wanted to use direct mobile marketing to alert customers to the availabilityof the new Touareg.
Campaign ResultsOptism-enabled Tigo Ads proved to be an excellent complement to printand billboard marketing campaigns in Ghana. Mobile ads put contactinformation directly into people’s hands. No pens required. By age, the mostresponsive were 35-50 and over 50s, and the least responsive were 25-34s.
Campaign SolutionInteractive text dialogue ads were sent to themobile phones of an opted-in audience whohad indicated they were interested in cars.
Ads were sent out just before a holidayweekend – when people would have timeto shop. Ad recipients who wanted moreinformation received a second messageabout the car’s features and a contactnumber. Replying is always free.
30%90%Males /Females
Responded to the campaign
of respondents wantedmore information
were equally responsive
In our business, timing is critical. With Optism and Tigo Adswe know we’re reaching people who are interested in ourads and we can be confident they are reading our messagesbecause mobile messaging is so reliable.
Universal Motors (Volkswagen) ”“To find out what Optism can do for advertisers and mobile operators, visit optism.com
The new VW Touareghas been unleashedby Universal Motors,do you want to knowmore?
1=Yes 2=No
The redesign of theVW Touareg comeswith optimisedengines, new interior,faster, lighter andeasier to handle callUniversal Motorson 0302243434for inquiry
Thanks for theresponse, UniversalMotors is the authoriseddealer in VW vehiclesin Ghana.
In addition to the immediate benefit of notifying people of the newcar’s availability, the company can use the campaign to gauge interestin a particular vehicle and plan its next shipment accordingly.