Case studies aimed at men online

Citizen uses ESPNcricinfo.com to target the male audience through sponsorship of Kevin Pietersen

Objectives

• Citizen wanted to target an afluent ABC1 male audience, aged 24-44, and leverage their association with England’s best batsmen and talismanic cricketer, Kevin Pietersen, during the biggest event in the cricket calendar, The Ashes.

Solution

• The creation of a bespoke and integrated Ashes countdown clock on key channels of ESPNcricinfo.com provided fans with a visually stunning and practical countdown to the start of each and every game. The countdown clock echoed Citizen’s brand values of beauty, precision and functionality.

• Kevin Pietersen zone – Included an extended player profile, bespoke editorial content and feature images to provide fans with unique behind-the-scenes insight. Created a competition to increase data capture.

• The zone included deep links to Citizen products and retailers.

Results:

• Increased brand awareness. 73% of ESPNcricinfo’s users were exposed to Citizen advertising.

• The campaign reached a key target market, delivered both cost effectiveness and an above-average click through rate. Outperformed client’s expectations.

• 32% of competition entrants opted in to receive e-marketing from Citizen.

• Successfully illustrated Citizen’s sponsorship of Kevin Pietersen.

Sky Digital Media, Times Online and the autumn Rugby Internationals illustrate how TV and online can work together when targeting men

Objectives

• A top end premium bank wished to target AB men, in particular over 40’s, through association with rugby autumn internationals

Solution

• Build brand association of Premium Bank X with the Autumn Rugby Internationals across all major media touch points for the target audience: Sky Sports TV, Skysports.com & Times online sports.

Results

• Through associating themselves with a key passion area of the target audience there was a 56% uplift in awareness of Premium Bank X. Furthermore, AB men exposed to the campaign were over twice as likely to associate Premium Bank X with the Autumn Rugby Internationals.

Conclusion

• The campaign with Sky Digital Media & Times Online successfully drove home association with rugby and increased brand cut through among target audiences.

• Uplifts in association with rugby and autumn Internationals across the board. Exposed respondents were almost three times more likely to associate Premium Bank X with the Autumn Rugby Internationals.

• TV performed strongest alone in its ability to deliver association of Premium Bank X with rugby overall, however, together TV and online caused the biggest increase in awareness.

• Targeting AB men through sports hubs online greatly improved the alignment with rugby and helped improved the cut through among core targets.

• Engagement with the event had a positive effect on the brand and made it more memorable, therefore when targeting men, or niche male audiences online, think where they are engaged with content and therefore more likely to be receptive to campaign messages.

Sony partners with Sky Digital Media to drive Bravia’s brand perception amongst affluent young men

Objectives

• Increase brand awareness of Sony and sub brand Bravia among affluent young men.

• Strengthen the heritage and particularly push the new Motionflow technology among technology enthusiasts and early adopters.

• Use Kaka to target both ends of the football spectrum - The Grass Roots, and the Top of the Game.

Solutions

To tap into the target audience we chose Sky Sports & Fli to drive campaign cut through:

• Sky Sports.com for the ‘top of the game football fan’ during the European cup

• Fli to reach the ‘grass roots football fan’ during the end of season play offs.

Results

• Increased cut through and favourability of Bravia TVs. The campaign delivered strong uplifts in recall of Bravia TVs among the target audience. In addition exposed ABC1 men between 25 and 44 were 5% more likely than unexposed to view Sony’s Bravia TV sets favourably.

• Increased awareness of Motionflow technology. The selection of sites increased awareness of the Motionflow technology among young affluent men, they were 25% more likely to be aware of Motionflow as new technology offered by Sony on Bravia TVs.

• Increased purchase intention. Over a third of exposed men stated that they would now consider Sony’s Bravia as a first choice, a 10% uplift.

• Targeting men through sports successfully delivered the campaign messages to the target. Over three quarters of exposed young affluent men agreed that Sony’s Bravia TVs have an attractive appearance, an uplift of 13%. Similarly over three quarters of the same target agree that Bravia TVs have great style, an uplift of 9%.

Conclusion

• Associating with content that the target audience engages with results in a much more effective advertising campaign and improved campaign delivery.

Drinkers claim free pints in local pubs via mobile vouchers for Strongbow ‘Bowtime’ from Incentivated

Objectives

• Scottish & Newcastle devised and launched ‘Bowtime’ - a time for people to spend with friends over a pint of Strongbow.

• The strategy was to change Strongbow’s image and position the brand as innovative and different. The 2008 strategy had three inter-linked parts: Acquisition, Viral, and CRM.

• Acquisition: press, radio, and web carried a text call to action for consumers to subscribe via mobile to the ‘Bowtime’ club. Full page ads in The Sun, Metro Lite, ads on Talksport radio, and Sky TV, online and on the mobile internet invited drinkers to text one of a number of keywords to 83400. BowTime subscribers received a branded member pack by post. An in-bar promotion included ‘table talkers’ to capture people at the point of sale. An on-pack text and win promotion invited entrants to win a free SMEG fridge.

• Viral activity: to expand membership of the Bowtime club, a viral mobile campaign was developed on Flirtomatic, to tell friends about Strongbow.

• CRM campaign: all Bowtime subscribers were entered into a 16 week CRM campaign, which comprised a series of engaging and entertaining Bowtime mobile promotions.

Results

Customer acquisition and data capture:

• 80,051 new customers from ATL and online activity; 112,225 free pints ‘ordered’.

• In addition, 93,000 responses from on-pack promotion, with average response rate of 3.11 entries per unique participant.

• 81% of all entrants submitted valid addresses.

Viral effect:

• 300,000 ad impressions were served on Flirtomatic, 30,000 branded virtual pints were gifted to lirtees.

• All lirtee mobile numbers fed into Bowtime’s CRM database.

CRM:

• Campaign prompted 39% response rate: over 33,000 consumers participated and average weekly response rates exceeded 9%.

• Over 750,000 SMS, and 270,000 MMS messages sent.

• Over 68,000 entries across competitions and offers.

Strongbow sales peaked in 2008, and the mobile Bowtime promotion was cited as a critical factor. According to Punch, the UK’s largest Strongbow distributor, Bowtime was the most popular, sophisticated and successful promotion run to date. Millward Brown research among those who had received / not received CRM showed the campaign had a statistically significant impact on purchase. For the CRM group, claimed purchase increased by 44%, and brand preference increased by 8%. This compared with decreases in claimed purchase of 4% and decreases in brand preference of 10% for the non-CRM group.)

AKQA demonstrates mobile effectiveness for Peperami

Brief

• Today’s youth are bombarded with technology and innovation, their expectations are high and their attention spans short. Unilever asked AKQA to devise a campaign which embraced these behaviours in a fun and engaging way through mobile.

Solutions

• Unilever marked the launch of Peperami.mobi, the first mobile internet presence for the snack, with an innovative customer engagement activity created by AKQA. The site aimed to engage young men with the brand via a range of premium content and a personal rant generator called ‘Animal Attacks.’

• This was the first time that a personalised rant generator service had been promoted via the mobile internet. To action the free ‘Animal Attacks’ application, consumers texted the word ‘Animal’ to a short code (66644) and received a link to the .mobi site. Users put together the wind-up call from a selection of phrases from the Peperami Animal himself and the ‘Animal Attack’ call was delivered to a specified number.

• The .mobi site also offered downloadable wallpapers, ringtones and an exclusive ringback tone for ‘3’ network customers. AKQA created the digital advertising campaign to support the feature involving mobile and online ads and mobile search optimisation to drive consumers to the .mobi site.

Results

• The disturbingly unique rants from the Peperami Animal were sent or heard by over 45,000 people.

• In just three months the mobile site saw 60,000 unique users with a conversion rate of 37% sending an ‘Animal Attack’. It is estimated that the ring-back tone reached over 630,000 people.

Innovations on mobile from NIKEiD and AKQA

Strategy

• Nike PHOTOiD was developed to extend Nike’s unique personalization mechanic to mobile.

Solutions

• Nike PHOTOiD instantly analyses consumers own photos, matches the two most dominant colours to the NIKEiD palate and applies the colours to a chosen customisable shoe design. On sending a photo from a phone to a shortcode via MMS. Within seconds consumers receive a link to the Nike PHOTOiD mobile internet site that features their customised footwear, super-imposed over the picture that inspired it. This image could be downloaded as a wallpaper or the unique code entered online for those who wished to buy a pair.

• The campaign was launched in nine territories across Europe. Each market had a unique shortcode for users to send images to which was promoted by local client teams in tandem with a huge PR push lead by Nike with AKQA’s PR and marketing team.

• In the UK, a video outlining the process and a press release were posted on the Guardian website which was soon linked to hundreds of sites and blogs across the world.

Conclusion

• Outcome: The impact the campaign had on the industry was significant. Blogs and trend websites were the irst to pick-up on the activity resulting in huge coverage across the globe. Ad Age named the activity its campaign of the week with similar recognition coming from a number of sites and blogs.

• Return on investment (ROI) in relation to strategy: Within hours of the launch, PHOTOiD generated huge buzz among tastemakers, with some of the creative community’s most influential bloggers giving the service their seal of approval.

Incentivated provides Bluetooth, Mobile Advertising and Mobile internet trial for Royal Marines

In November the Royal Navy ran a Bluetooth campaign in cinemas to coincide with the launch of the Quantum of Solace. The campaign combined SMS, a WAPsite and Bluetooth, and delivered exclusive Royal Marines content repurposed for mobile at cinemas nationwide.

Objectives

• To engage potential recruits while using existing Royal Marines’ mobile advertising platforms.

Solutions

• Bluetooth boxes in cinema foyers where Bond film Quantum of Solace screened. If Bluetooth activated, Royal Marines video sent to phone with SMS linking to website to capture contact details.

• Mobile advertising with temporary takeover of Vodafone, 3 and T-Mobile home pages.

• Shortcodes promoted at events

• Mobile WAPsite created presenting the Royal Marines’ state of mind and extreme sports activities.

Results

• In all 86,728 of the 1.6 million film goers downloaded content (5.6%).

• The Royal Navy then ran its first mobile advertising campaign from January to April, including home page take over displays on Vodafone, T-Mobile and Three.

• The campaign delivered 6 million impressions and generated 29,000 clicks, resulting in 4,994 unique visitors to the WAPsite. Each unique visitor clicked through from the mobile ads 5.8 times, exceeding the industry average. Over 5% of unique visitors signed up for the e-newsletter (website equivalent was 1.2%), and 5% downloaded at least one piece of content.

IGA Worldwide and Puma assembles male customers via a Football Superstars in-game advertising campaign

Objective

• Puma wanted to promote both its brand and the v1.08 Speed Boots among male football enthusiasts on the Massively Multiplayer Online Game (MMOG) Football Superstars that serves 350,000 users globally.

Strategy

• Using static integrations, IGA Worldwide crafted an in-game strategy for Puma to increase awareness and purchase intent with key demographic. In addition to traditional billboard placements, the game featured an exact replica of the Carnaby Street Puma store where players could purchase Puma v1.08 boots that enhanced game performance.

• At the front end of the game there is a Puma Training academy where new players can learn how to play and be given tutorials by Puma branded staff.

Results

• Research from Harris Interactive showed intent to purchase Puma football boots increased 76%. Brand preference increased by 63% putting it virtually neck and neck with Nike and above Adidas.

• 91% of people recalled having seen Puma branding in the game, 71% of people feeling more positive to Puma as a result and 22% admitting that they were likely to talk about the Puma advertising within the game to others.

Using an iPhone application to drive Cravendale’s brand from Outside Line

Target Audience: 16-24 males

• Cravendale is the UK’s No1 milk brand, with a brand value of £130m. It has run a very strong ATL creative over the last two years, which was developed by W&K and features three lovable characters - a pirate, a cyclist and a cow.

Strategy

• Outside Line’s plan was to create a variety of unique fun and useful creatives that can feature on single or multiple digital channels that both engage with the target consumers in a Cravendale way and help to increase ‘Love’ of the brand.

• An idea arose last August to launch an iPhone application to tie in with the fun of ‘International Talk Like A Pirate Day’ event. The idea was to launch a pirate radio station using the pirate character from the ATL creative, but with the spin being that it literally was a station for pirates, playing jigs and other pirate hits.

• To accompany this a portable app was created that would enable people to join in and celebrate the station and ‘International Talk Like A Pirate Day’ connecting with the brand and lead characters in a fun and emotional way.

• It was decided to create a classic soundboard that featured nine great pirate sounds that you could play on your iPhone by just tapping the screen thus turning your iPhone into a pocket pirate for the day. This was fairly cost effective and also quick to do in the time needed.

• iTunes agreed to put the app on the homepage for that week, giving the application more credence.

Results

• The week the app launched it was the most downloaded entertainment app and was one of the top three most downloaded overall free app. This result was down to the app being timed with an event and featured on the homepage, making it relevant and current. The app has been downloaded 106,000 times.

• The brand was both featured on the homepage of iTunes for a week and also on 106,000 mobile devices around the world. The spinoff PR around it created a good buzz in a variety of forums and communities, thus showing that a simple and very cost-effective idea timed and executed in the right way can create a lot of noise for a brand via iPhone.

mywardrobe.com uses shock tactics to drive users to their site with help from St Lukes

Target Audience: ABC1 25-45 year old men who hate shopping but like to look good.

Strategy

• St Luke’s created maximum impact online and achieved cut through among a crowded market. They did this by staging a stunt on a cold January morning where a group of city worker men, clad only in underwear, bowler hats and t-shirts saying ‘Have you seen my-wardrobe.com?’ strolled round the Square Mile.

• The stunt was intended to attract attention from onlookers and generate enough intrigue to drive them to the website. It also created content for St Luke’s to distribute through a blogger outreach program to fashion fans and loyalists.

Results

• Within 24 hours of the stunt, my-wardrobe.com saw a 20% spike in traffic and 50% increase in page views. Coverage of the stunt appeared on sites such as FHM and Marie Claire, and within 48 hours, received 150 blog mentions, 300 Facebook links and 500 views on video upload sites.

Integrated launch campaign for Mercedes E-Class by Weapon7

Target Audience males in late 40’s

• Brand loyal and appreciate quality products

• Looking for value in a product by getting more for your money not necessarily spending less

Strategy

An integrated campaign around the Weapon7 Brand Participation Model, ‘Tempt, Engage, Build’.

Tempt – online pre-launch ads and search invited people to a data capture webpage were they could sign up to receive news alerts by email or SMS.

• existing/lapsed/non customers who had shown an interest in Mercedes were sent a pre-launch piece of DM 4-5 months from launch and a second piece six weeks before launch

• launch TV, print and online advertising activity took place tempting the audience with pleasure message and driving further engagement through the website
• WAP site or SMS based brochure requests.

Engage – interest was rewarded over 6 months with exclusive first look news and content
- www.everymomentapleasure.com was created featuring twenty-one short video vignettes bringing to life specific features of the car

Build – a series of point of sale posters were created announcing the product launch date and allowing brochures/test drives to be requested by SMS)

Results

• Over 42,000 clicks on the pre-launch online ads

• 5389 people have signed up for the breaking news emails/SMS

• 80,000+ visits to the online photo galleries

• Over 2000 unique visits per week to the website

• Open rates between 42%-66% on the breaking news emails

Steel created Tache wars to drive sponsorship and awareness of Everyman Male Cancer Charity through online gaming

Objectives

• Build a TacheBack brand and engage the male target audience particularly through use of online

• Raise money for Everyman Male Cancer Charity

• Raise awareness of male cancer

Strategy

• An enduring, iconic TacheBack logo and brand line for use online and offline

• Created Tache Wars - to drive sponsorship and interaction

• Visitors to the site voted on participants (individuals and teams) competing in head to head battles for who would grow the most outrageous ‘tash. Weekly challenges kept up the pace.

Results

• Raised £210,000 in sponsorship money

• Unique website visitors up 81% on previous year

• Average time online increased 300% from 3.5 minutes to 10.4 minutes

• 98% of participants said they would get involved the following year