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Click here to read the introduction
Here’s where you’ll find the latest case study detailing a brief executed by MIG on behalf of their clients
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Colour Catcher: Re-launching and building credibility of laundry product to generate product trail and increase long-term sales via mobile.
- Telecom Express: Licence MIDAS™ to provide high performance interactivity to a host of media clients including FIVE.
For more information, please visit: www.migcan.com/casestudy.html
Colour Catcher
Brief
Colour Catcher, a brand of Spotless UK, was re-launching its Colour Catcher Laundry Product and required a fast and effective tool to build credibility, and to generate product trial, in order to drive its sales in the long term.
The product works by absorbing colour released during the wash process to prevent it dying other items in the same load. This was the first TV advertising campaign for the brand.
Solution
MIG developed a direct response free sampling SMS campaign to support the re-launch of the colour catcher product that aired on multiple TV channels within the UK. Viewers were given the opportunity to request a free sample, during the 30 second spots, by sending an SMS to a specific short-code. In response, each consumer received an SMS asking for their address details and thanking them.
The campaign ran for 4 weeks starting on the 11th June 07 and was powered by MIDAS™ - MIG's high-capacity, high volume Mobile Interactive Delivery Application Solution.
Result
During the campaign there was a general sales uplift of 300%. Post campaign sales stable at 60% over baseline
Post-campaign research showed 54.2% of consumers who received the sample through the SMS mechanic went on to purchase, of whom 89% of them declared that without receiving the sample they would not have bought it.
The campaign was unsupported by any trade activity, thus the entire sales uplift can be attributed to the combination of the TV Ad and the mobile activity.
In addition, detailed campaign analysis provided Spotless UK with:
- Results to ensure much better trade support for upcoming campaigns
- Data on sales uplift per TV channel, enabling Spotless to redefine target media and optimize future media investments.
- Charts to measure efficiency of all TV channels involved in the campaign, plus analysis of the best performing spots, day-parts and geographical regions
Telecom Express
Brief
Telecom Express were looking to partner with a mobile technology business that could offer proven carrier grade applications and dedicated support, whilst also providing their clients, including Five, BBC, News International and Guardian Media Group, with exceptional experience and knowledge of the media and entertainment industry.
Solution
Mobile Interactive Group offered Telecom Express MIDAS™ - MIG's high-speed mobile interactive delivery application solution, which is specifically designed to handle high volumes of mobile interactive services to campaigns including competitions, polls, comments, pin codes, bar-coding, mobile content subscription services and voting, maximizing audience participation and response.
MIDAS™ has been designed specifically with the broadcast industry in mind and offers maximum flexibility to set up, manage and control bespoke campaigns: Whilst 'Real time' reporting also ensures measurement and tracking of campaigns across multiple applications on the platform. The MIDAS™ platform is also being utilized in the U.S. broadcast market to maximize audience participation.
Result
MIDAS™ is fast becoming the preferred Mobile application of choice in the broadcast industry.
- All mobile interactive services will be maintained 24/7
- All clients will utilize MIDAS™ - MIG's high capacity, high volume platform, to rebuild client confidence in TV services
- Capturing of opt-in data for CRM database purposes
For more information, please visit: www.migcan.com/casestudy.html
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