Telco case study
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Telco case study

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As Taxi Media launches in the UAE, here are some case studies of how Telco's and handset manufacturers have done on the system in China

As Taxi Media launches in the UAE, here are some case studies of how Telco's and handset manufacturers have done on the system in China

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Telco case study Telco case study Presentation Transcript

  • TELCO CASE STUDIES www.taximediame.com
  • China Mobile: New Wireless Service  5,800 Sales Client: China Mobile China Mobile has used Touchmedia 30 times to launch new products, new services or promotions. Description: In this example they used Touchmedia to promote a newly announced wireless service. Our program outlined in detail the product features and used an interactive experience to highlight the convenience of using China Mobile wireless. Results: In Shanghai, as an example: • 4.1 million people saw the TVC; • 450,000 people clicked into the ICON; • and 5,800+ consumers applied for the China Mobile wireless service on Touchmedia. www.taximediame.com
  • China Mobile: New Apps for Wireless Client: China Mobile Description: China Mobile launched a new product line, “Wireless City,” with various wireless service applications. Touchmedia introduced the new products with a storyline-based interactive program giving consumers a real user experience of the services on our screens. Results: A very high 13.6 % of all passengers went into China Mobile’s interactive program. Awareness and understanding of the new products was many times higher amongst TM passengers versus those seeing ads elsewhere. For example: China Mobile’s research noted that 43% of people seeing the ads on TM could name all 3 features of the new service versus < 2% for other media. www.taximediame.com
  • Blackberry Client: Blackberry Description: Blackberry launched its special service through Touchmedia during CNY period to educate the consumer that they are not only a cell-phone but also a terminal for providing personal service. We created a game which used different elements of Blackberry’s personal assistant service information, featuring CNY features which particularly grabbed passenger’s attention at that special time of year. . Results: Data show that the retention time was 108 seconds which was extremely high compared with OOH & print media. More than 100,000 viewers entered their phone number to receive more information and a special offer for the new system. www.taximediame.com
  • HTC: Selling 4 New Phones + Their Features on Screen Client: HTC Launch Date: July Description: In July HTC released four brand new mobile phones with HTC Sense which provides a unique user experience to consumers. Touchmedia successfully demonstrated all the exciting features of HTC Sense to the taxi passenger by displaying the key functions in a simple game style that included friend stream, HTC mall, bigger screen, multi SIM cards and humanized experiences, etc. Results: In one month 6 million people saw the TVC; 185,000 people went through the interactive program: and over 15,000 participants joined the program directly from the TM screen. www.taximediame.com
  • Nokia: Ovi and The Mapping Function Nokia used TM to educate people about Ovi and their new mapping function. (Nokia has used TM more than 20 times) In this program  Passengers could “trial” the new map function in a game on the screen.  Then obtain the OVI map by inputting their cell phone number through this section. The page entrances and the cell phone number collection rates were outstanding. For the 3 cities SH/BJ/GZ, the entrances were 501,000 entrances and the phone number collection of those applying for the OVI map was 69,000. www.taximediame.com
  • BlackBerry BlackBerry has run a series of 15 campaigns over a 2 year period. The campaigns averaged 6,000 to 10,000 taxis, in 4 cities, each with a TVC and interactive icon, running for month. The campaigns involved quizzes, stories and games, all designed to demonstrate the features that set BlackBerry apart. Most also involved a promotion: win one of two BlackBerry phones each month. The 2 examples on the following pages show results for 3,000 taxis in Shanghai and Beijing respectively. Each time the TVC was seen by around 4 million people. 500,000 went into the interactive program www.taximediame.com
  • Interactive Content: Screenshots and Numbers Entering Each Section (Sample size: 3,000 Taxis, Shanghai 15th Jan.-14th Feb. ) Click the gift: 536,074 Home page: 452,305 Backseat viewers 4,139,006 Game: 156,696 personal business: 75,678 New BlackBerry: 107,650 Win BlackBerry: 172,684 www.taximediame.com
  • Interactive Content: Screenshots and Numbers Entering Each Section (Sample size: 3,000 Taxis, Beijing15th Feb-14th Mar) Click the gift: 439,160 Home page: 430,205 Backseat viewers 3,811,012 Game: 194,162 Personal business: 143,260 New BlackBerry: 168,037 Win BlackBerry: 162,384 www.taximediame.com
  • BlackBerry Promotion Was Hugely Popular. Phone number entries over an 8 month period by One Passenger 20 Number of Interactions 18 Source: Touchmedia CRM Database Actual contact: Shanghai mobile number 16 14 12 10 8 6 4 2 0 Client www.taximediame.com
  • Overview of 3 month results (with client permission) From 2nd December to 28th February, in 4 cities, BlackBerry achieved: • 26,797,118 passengers saw the BlackBerry ads in the 6,400 taxis over the 90 days; • The video was shown more than 36.1 million times to these passengers; • Each passenger saw the video 1.64 times on average per trip; • More than 3,133,190 people entered the BlackBerry interactive site in total; • The average icon entrance rate for the 4 cities was 14.6%, compared to 13.8% for all icon’s for that period, and close to the November campaign entrance rate. This is an excellent result for a brand that has been advertising for five consecutive months; • “Penetrators” (those doing more than reading the headline on the first page) averaged between 71 seconds (Shenzhen) and 131 seconds (Shanghai and Beijing) going through the icon. (Compared to 2 to 6 seconds spent looking at the average newspaper/magazine ad). • 603,048 cell phone numbers were collected, which shows taxi passengers’ persistent interest in BlackBerry. www.taximediame.com
  • Other Results: Numbers of Pages Viewed and Seconds of Interactions Remain Excellent Because the number of pages viewed varies by icon and type of program we have created an index. 50 is the average. BlackBerry’s page views have been exceptionally good throughout. Similarly, versus the average of 80 seconds, Blackberry’s length of engagement remains exceptional. Note: Time varies significantly by city - Shanghai is highest ; Shenzhen is lowest. This is mainly due to having 3 years to “train” Shanghai passengers but a shorter time in other cities. www.taximediame.com
  • Recall and Awareness Scores Touchmedia regularly measures recall and awareness scores for programs amongst its target market. This data is for internal use only and is NOT by a 3rd party and hence it is generally not shared with clients. However, it matches extremely well with data from those clients who do formally measure scores with 3rd party research regularly. Note: Feb. scores are preliminary only (data is not yet complete). Data is Shanghai only as research is done more regularly. www.taximediame.com
  • AUDIENCE FIGURES DAILY MONTHLY ANNUAL 330,075 10,039,781 120,477,375 OVER THE PERIOD 481,909,500 THAT IS NEARLY HALF A BILLION PEOPLE WILL SEE YOUR BRANDING PUT INTO PERSPECTIVE THAT IS EVERYONE IN THE UAE SEEING YOUR ADVERT 60 TIMES OR THE POPULATION OF USA AND BRAZIL COMBINED OR 5 TIMES THE POPULATION OF GERMANY www.taximediame.com
  • COSTS With an audience of 481,909,500 this will equate to a cost per view of: 2 FILS That is correct, you get 50 views per Dirham….. www.taximediame.com