The campaign was a collaboration of key players in the mobile operator and retail sectors:
- ActiveMedia Technology - No1 in Mobile Redemption
- MyAlert - No1 in Mobile Marketing (owned by Buongiorno Vitaminic)
- Telefónica - No1 Spanish Network Operator
- El Corte Inglés - No1 Spanish Retailer
Objective
- Build awareness for Movistar and Emoción range of products and services
- Develop an innovative co-branded campaign
- Test response to a national campaign
- Collect a database of mobile customers with preferences and future purchases
Solution
- Nationwide Trial of Mobile Couponing in Spain
- Collaboration of Key Players – ActiveMedia Technology, MyAlert, Telefónica, El Corte Inglés
- M-coupon redemption deployed at 20 locations across Spain
- Promotion was advertised in participating El Corte Inglés stores
- Participants texted in local short code
- Coupon sent via SMS using pin codes
- Coupons redeemed at RAPOS™ multimedia unit in store and data collected with a simple questionnaire
Results
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77% coupons sent were redeemed
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1.2 coupons delivered per person (5% of participants redeemed more than one coupon)
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4 locations accounted for 40% of the redemptions
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