Your SlideShare is downloading. ×

Quattro Wireless Concha y Toro Case Study

1,134

Published on

Quattro Wireless case study on using a targeted mobile campaign to promote a wine label

Quattro Wireless case study on using a targeted mobile campaign to promote a wine label

Published in: Business, Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,134
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
44
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Mobile Success Concha Y Toro Xplorador Campaign Case study
  • 2. Using mobile to relaunch a targeted product OBJECTIVES
    • Drive awareness for Concha Y Toro line of red wines from Chile, Xplorador
    • Position brand as fresh, stylish choice
    • Educate consumers about the wines and demystify the wine/food connection
    • Drive to retail and restaurant
    • Be cost-effective!
  • 3. Who do we want to reach? THE MULTIPLIERS
    • Adults 21+
    • Enjoy sharing a glass of wine with friends, eating out
    • Style leaders
    • Predisposed to share their ‘finds’ with others
  • 4. Why mobile only for this campaign? AUDIENCE & ENVIRONMENT
    • 31% of 18-24 year-olds and 27% of 25-44 year-olds use mobile web more than wired 1
    • 1 out of 3 mobile ad viewers share information learned from ads 2
    • Purchase intent almost 5x that of online ad audience 3
    Sources: 1 and 3. Insight Express July 2009. 2. Universal McCann/AOL July 2009
  • 5. The mobile buy Quattro Network
    • 23 targeted sites and apps and Run of Network
      • Hispanic
      • Social networks (21+ targeted based on registration)
      • Entertainment
      • Applications
    • All platforms, including iPhone, Palm Pre, Android and BlackBerry
    • Created custom microsite
  • 6. The consumer experience
  • 7. The consumer experience
  • 8. Where are we now (month 1 of 3 month campaign)? RESULTS
    • Click throughs as high as 6+%. Average across campaign 2%.
    • More than 40,000 visitors to the mobile site
    • 29% of age-verified consumers used retail locator – most popular section of the site
    TAKEAWAYS
    • Mobile network enables broad and targeted reach
    • Creating a mobile-specific experience key to success
    • You can use mobile for ‘niche’ products

×