Best IAB Belgium Efficiency Campaign 2006

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Presentation made in 2006 by Thomas Dusart, Franchise & Marketing Director of Panos and René Dechamps Otamendi, CEO of OX2.
The presentation showcases a campaign made in 2005 integrating online and offline that won the Efficiency Award of IAB Europe in 2006. This case is also showcased in Avinash Kaushik's book 'Web Analytics 2.0' p.379

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Best IAB Belgium Efficiency Campaign 2006

  1. 1. IAB Netcafé - Successful Case Studies19 October 2006www.iab-belgium.be Panos - OX2 : Click & Win Offline & Online integration November 2005 - Case Study
  2. 2. Summary of presentation 01. Campaign Objectives 06. Launch & Results - Some figures - Some Web Analytics 01. Campaign Concept - Referals - Viral effect> SUMMARY 04. Online CampaignOBJECTIVES - What was produced 07. Online & Offline - Logo ResultsCONCEPT - Layout - eCouponsONLINE PROD - eCoupons - DemographicsOFFLINE PROD - Animations - Game stepsLAUNCH & - Some interestingRESULTS 05. Offline Campaign points - Franchiser’s explanationsMIX RESULTS - POS promotions 08. ConclusionsCONCLUSIONSYEAR AFTER? - POS management 09. The year after...
  3. 3. Campaign objectives Direct: 01. Launch Website www.panos.be 02. Generate a clients DB of 20.000 qualified emails 03. Drive traffic from POS towards www.panos.be 03. Drive traffic from www.panos.be towards POS (CustomerSUMMARY aquisition)> OBJECTIVESCONCEPT Long Term:ONLINE PROD 01. Loyalty 02. Allow more cost effective campaignsOFFLINE PROD 03. Launch new services (eCommerce)LAUNCH &RESULTSMIX RESULTSCONCLUSIONSYEAR AFTER?
  4. 4. Campaign Concept Game concept inspired ‘Who wants to be a millionaire’ Character that asks questions Multiple choice questions (60 questions pool) All answers to the questions in the WebsiteSUMMARY 4 stepsOBJECTIVES Direct prizes when a step reached (except 4th)> CONCEPT 4th step a trip to Kenya with Thomas CookONLINE PROD 1 Joker per game (answers the question) To get the Joker: 3 referals --> ViralOFFLINE PROD When prize selected: online formLAUNCH & Unique PDF eCoupon link sent through emailRESULTS Exchange the eCoupon within 7 days in selected PanosMIX RESULTSCONCLUSIONSYEAR AFTER?
  5. 5. Campaign Concept Key advantages No complicated rules (accessible) Questions about Panos & Website (branding) Joker possible (viral)SUMMARY Easy to change/adapt questions (reuse)OBJECTIVES Form to get the prize (quality data)> CONCEPT POS exchange of 1 good (Cross Selling)ONLINE PRODOFFLINE PRODLAUNCH &RESULTSMIX RESULTSCONCLUSIONSYEAR AFTER?
  6. 6. Online Campaign What was produced? 01. Online Flash Game Logo Character Shop & lay-outSUMMARY General Lay-outOBJECTIVES AnimationsCONCEPT> ONLINE PROD 02. eCouponing ModuleOFFLINE PROD eCouponing System in our CMS OniSystemLAUNCH & Fraud PreventionRESULTS eCoupon LayoutMIX RESULTSCONCLUSIONSYEAR AFTER?
  7. 7. Online Campaign Shop lay-out inspirationSUMMARYOBJECTIVESCONCEPT> ONLINE PRODOFFLINE PRODLAUNCH &RESULTSMIX RESULTSCONCLUSIONSYEAR AFTER?
  8. 8. Online Campaign Shop layout first draftSUMMARYOBJECTIVESCONCEPT> ONLINE PRODOFFLINE PRODLAUNCH &RESULTSMIX RESULTSCONCLUSIONSYEAR AFTER?
  9. 9. Online Campaign Final layout: General viewSUMMARYOBJECTIVESCONCEPT> ONLINE PRODOFFLINE PRODLAUNCH &RESULTSMIX RESULTSCONCLUSIONSYEAR AFTER?
  10. 10. Online Campaign Final layout: Zoom-inSUMMARYOBJECTIVESCONCEPT> ONLINE PRODOFFLINE PRODLAUNCH &RESULTSMIX RESULTSCONCLUSIONSYEAR AFTER?
  11. 11. Online Campaign Final layout: Rules explanationSUMMARYOBJECTIVESCONCEPT> ONLINE PRODOFFLINE PRODLAUNCH &RESULTSMIX RESULTSCONCLUSIONSYEAR AFTER?
  12. 12. Online Campaign Final layout: Explanation, steps, prizes, questions, ...SUMMARYOBJECTIVESCONCEPT> ONLINE PRODOFFLINE PRODLAUNCH &RESULTSMIX RESULTSCONCLUSIONSYEAR AFTER?
  13. 13. Online Campaign Final layout: Answer confirmationSUMMARYOBJECTIVESCONCEPT> ONLINE PRODOFFLINE PRODLAUNCH &RESULTSMIX RESULTSCONCLUSIONSYEAR AFTER?
  14. 14. Online Campaign Final layout: JokerSUMMARYOBJECTIVESCONCEPT> ONLINE PRODOFFLINE PRODLAUNCH &RESULTSMIX RESULTSCONCLUSIONSYEAR AFTER?
  15. 15. Online Campaign Final layout: Correct stepSUMMARYOBJECTIVESCONCEPT> ONLINE PRODOFFLINE PRODLAUNCH &RESULTSMIX RESULTSCONCLUSIONSYEAR AFTER?
  16. 16. Online Campaign Final layout: Failed stepSUMMARYOBJECTIVESCONCEPT> ONLINE PRODOFFLINE PRODLAUNCH &RESULTSMIX RESULTSCONCLUSIONSYEAR AFTER?
  17. 17. Online Campaign eCouponsSUMMARYOBJECTIVESCONCEPT> ONLINE PRODOFFLINE PRODLAUNCH &RESULTSMIX RESULTSCONCLUSIONSYEAR AFTER?
  18. 18. Offline Campaign Franchisers’ explanations POS Material distributed to Franchisers Document explaining gameSUMMARY Notebook to check the eCoupons codesOBJECTIVESCONCEPTONLINE PROD> OFFLINEPRODLAUNCH &RESULTSMIX RESULTSCONCLUSIONSYEAR AFTER?
  19. 19. Offline Campaign POS promotionSUMMARYOBJECTIVESCONCEPTONLINE PROD> OFFLINEPRODLAUNCH &RESULTSMIX RESULTSCONCLUSIONSYEAR AFTER?
  20. 20. Offline Campaign POS promotionSUMMARYOBJECTIVESCONCEPTONLINE PROD> OFFLINEPRODLAUNCH &RESULTSMIX RESULTSCONCLUSIONSYEAR AFTER?
  21. 21. Offline Campaign POS managementSUMMARYOBJECTIVESCONCEPTONLINE PROD> OFFLINEPRODLAUNCH &RESULTSMIX RESULTSCONCLUSIONSYEAR AFTER?
  22. 22. Launch & Results
  23. 23. Launch & Results Launch 1st of November 2005 Expected end: 30th of November (real 18th) Questions changed during contest (blog) Website visits trend:SUMMARY QuestionsOBJECTIVES changedCONCEPTONLINE PRODOFFLINE PROD> LAUNCH & RESULTSMIX RESULTSCONCLUSIONS Answers published in aYEAR AFTER? forum/blog
  24. 24. Launch & Results Some figures # Visits: 58.627 # Unique visitors: N/A # Page views: 1.057.769 (58.764/day) 16/11 : 155.071 # Games: 109.024SUMMARY # Games/sent eCoupons: 2,6OBJECTIVES # Referal visits: 16.024CONCEPT # Search engines referals: 8.475ONLINE PROD # eCoupons sent: 41.701 # eCoupons printed: 35.319OFFLINE PROD # eCoupons exchanged in POS: 20.659 (58,9% - 158/POS)> LAUNCH & # eCoupon frauds: 189 (-2/POS) RESULTS Maximum queues: 100m @ LeuvenMIX RESULTSCONCLUSIONSYEAR AFTER?
  25. 25. Launch & Results Some Web Analytics (Top pages)SUMMARYOBJECTIVESCONCEPTONLINE PRODOFFLINE PROD> LAUNCH & RESULTSMIX RESULTS 1. Panos HP 4. Step 3CONCLUSIONS 2. Rules + Step 1 5. Win Step 3YEAR AFTER? 3. Step 2 6. Step 4
  26. 26. Launch & Results Some Web Analytics (Visit duration) Median visit duration Oct05 : 2:23min Median visit duration Nov05 : 10:19min Why Median?SUMMARYOBJECTIVESCONCEPTONLINE PRODOFFLINE PROD> LAUNCH & RESULTSMIX RESULTSCONCLUSIONSYEAR AFTER?
  27. 27. Launch & Results Some Web Analytics (Average time to serve pages) New serverSUMMARY addedOBJECTIVESCONCEPTONLINE PRODOFFLINE PROD> LAUNCH & RESULTSMIX RESULTSCONCLUSIONSYEAR AFTER? Answers published in a forum/blog
  28. 28. Launch & Results Where did they declare to come from?SUMMARYOBJECTIVESCONCEPTONLINE PRODOFFLINE PROD> LAUNCH & RESULTSMIX RESULTSCONCLUSIONSYEAR AFTER?
  29. 29. Viral Effect Over 50 Websites, Blogs & Forums DETECTED DRIVING 16.024 VISITS Head of the tail less than 50% of visits:SUMMARYOBJECTIVES www.zattevrienden.be : 4.428 visitsCONCEPT http://gratizforum.emseli.be : 1.465 visits www.babylon.student.kuleven.ac.be : 646 visitsONLINE PROD http://games.telenet.be : 534 visitsOFFLINE PROD www.winprijzen.be : 303 visits> LAUNCH & RESULTSMIX RESULTSCONCLUSIONSYEAR AFTER?
  30. 30. Viral Effect POS BUZZSUMMARYOBJECTIVESCONCEPTONLINE PRODOFFLINE PROD> LAUNCH & RESULTSMIX RESULTSCONCLUSIONSYEAR AFTER?
  31. 31. Online & Offline Results eCoupons Sent, Opened & ExchangedSUMMARYOBJECTIVESCONCEPTONLINE PRODOFFLINE PRODLAUNCH &RESULTS> MIX RESULTSCONCLUSIONSYEAR AFTER?
  32. 32. Online & Offline Results % of eCoupons exchanged by type of POSSUMMARYOBJECTIVESCONCEPTONLINE PRODOFFLINE PRODLAUNCH &RESULTS> MIX RESULTSCONCLUSIONSYEAR AFTER?
  33. 33. Online & Offline Results Gender (eCoupons vs contest participation)SUMMARYOBJECTIVESCONCEPTONLINE PRODOFFLINE PRODLAUNCH &RESULTS> MIX RESULTSCONCLUSIONSYEAR AFTER?
  34. 34. Online & Offline Results Languages (eCoupons vs contest)SUMMARYOBJECTIVESCONCEPTONLINE PRODOFFLINE PRODLAUNCH &RESULTS> MIX RESULTSCONCLUSIONSYEAR AFTER?
  35. 35. Online & Offline Results Steps reached (prizes won)SUMMARYOBJECTIVESCONCEPTONLINE PRODOFFLINE PRODLAUNCH &RESULTS> MIX RESULTSCONCLUSIONSYEAR AFTER?
  36. 36. Online & Offline Results Some interesting points Fraud less than 1% Google used to find the answersSUMMARYOBJECTIVES Publishing of answers found thanks to Web Analytics monitoringCONCEPTONLINE PROD Newsletter subscription after the game: +300%OFFLINE PROD Relaunch possible with desired adaptations (Design & Flash)LAUNCH &RESULTS> MIX RESULTSCONCLUSIONSYEAR AFTER?
  37. 37. Conclusions Great success (200% of objective) Viral effect could have been greater if longer Internet a real lead generation media & eCoupons WORK!SUMMARYOBJECTIVES Panos possesses a DB of qualified customersCONCEPT NL more interested in direct prizeONLINE PRODOFFLINE PROD Online & Offline tracking integration possible if well thoughtLAUNCH &RESULTS Mix of Online & Offline best choiceMIX RESULTS And the winner is....>CONCLUSIONSYEAR AFTER?
  38. 38. One year later: Youth Card New Youth Loyalty Program Launched Summer 2006 Click & Win participants conversion?SUMMARYOBJECTIVES OVER 5 % !!!CONCEPTONLINE PRODOFFLINE PRODLAUNCH &RESULTSMIX RESULTSCONCLUSIONS> YEAR AFTER?
  39. 39. Questions?
  40. 40. Thank you for your attention Case available in www.OniSystem.euThomas Dusart - Deli (Panos)Franchise & Marketing Directort.dusart@panos.beRené Dechamps Otamendi - OX2CEO / Business & Network Developmentrdo@ox2.be

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