Renzoopush case study Copyright © 2009 Renzoo Ltd, All rights Reserved

Overview World Class is a chain of fitness and health clubs that was formed in Sweden. In order to promote the opening of their new fitness club in the centre of Zagreb, Croatia in the Westin hotel, they used the RenzooPush mobile buzz marketing strategy that was based on personal recommendation by participants. RenzooPush 2009 – World Class case study

World Class is a chain of fitness and health clubs that was formed in Sweden.

In order to promote the opening of their new fitness club in the centre of Zagreb, Croatia in the Westin hotel, they used the RenzooPush mobile buzz marketing strategy that was based on personal recommendation by participants.

About the Campaign Goals of the Campaign : Increase the World Class brand awareness in Croatia Increase the membership of the new club Acquisitions of new opt-in mobile numbers that could be used for future campaigns. Start buzz about the new club opening in Westin, and compete to win a a free membership to the new club. Increase loyalty among existing and new club members through campaign’s reward program RenzooPush 2009 – World Class case study

Goals of the Campaign :

Increase the World Class brand awareness in Croatia

Increase the membership of the new club

Acquisitions of new opt-in mobile numbers that could be used for future campaigns.

Start buzz about the new club opening in Westin, and compete to win a a free membership to the new club.

Increase loyalty among existing and new club members through campaign’s reward program

About the Campaign The top 10 participants on the top list received a free gym membership, ranging from 1 to 6 months. The campaign was initiated by sending an initial push to opt-in numbers in the advertiser's database The advertiser posted a link to the landing page of the campaign on their corporate website An AdWords campaign was activated at the beginning of the campaign RenzooPush 2009 – World Class case study Campaign Slogan : Get into the best shape of your life! Become a member of the new World Class Health Academy opening soon in Westin Hotel in the center of Zagreb.

The top 10 participants on the top list received a free gym membership, ranging from 1 to 6 months.

The campaign was initiated by sending an initial push to opt-in numbers in the advertiser's database

The advertiser posted a link to the landing page of the campaign on their corporate website

An AdWords campaign was activated at the beginning of the campaign

A link was added on the website that motivated people to recommend the new health club to their friends, and receive the opportunity to win a FREE membership! How it was accomplished RenzooPush 2009 – World Class case study

1. In the campaign landing page the participant had to enter the number of the individual whom they wished to send a recommendation to 2. They also had to enter their own mobile number in order to authenticate themselves, and appear as the sender How it was accomplished (2) 3. Here the participant could insert a personal message to the person they are sending the recommendation to RenzooPush 2009 – World Class case study

How it was accomplished (3) Recipient(s) received an SMS message: An SMS came from a known number to the recipient . This significantly increased the opening/response rate of promotional message by the receiver The message contained info about the advertiser (World Class Fitness), the opening of the new club, and membership info An Additional link at the end of SMS message directed the recipient(s) to the mobile landing pages, with detailed info about the new club and the campaign The recipient had the option to send recommendations through web or mobile pages RenzooPush 2009 – World Class case study

Recipient(s) received an SMS message:

An SMS came from a known number to the recipient . This significantly increased the opening/response rate of promotional message by the receiver

The message contained info about the advertiser (World Class Fitness), the opening of the new club, and membership info

An Additional link at the end of SMS message directed the recipient(s) to the mobile landing pages, with detailed info about the new club and the campaign

The recipient had the option to send recommendations through web or mobile pages

How it was accomplished (4) The winners of the prizes received an SMS confirming the awarded prize for forwarding the most recommendations The SMS message contained the contact number to call to find out details about the awarded prize The participants had the option to opt-in (subscribe) to future World Class campaigns, either through the web or mobile The participants had the option to rate/comment about the campaign/advertiser on the public web portal www.renzoopush.com RenzooPush 2009 – World Class case study

The winners of the prizes received an SMS confirming the awarded prize for forwarding the most recommendations

The SMS message contained the contact number to call to find out details about the awarded prize

The participants had the option to opt-in (subscribe) to future World Class campaigns, either through the web or mobile

The participants had the option to rate/comment about the campaign/advertiser on the public web portal www.renzoopush.com

Campaign Stats RenzooPush 2009 – World Class case study Campaign Duration : 41 d ays Campaign landing page visits : 3,238 N o. of recommendations sent : 3,480 N o. of recommendations delivered : 2,880 (82,8%) N o. of new opt-in s : 28 N o. of mobile landing page reads : 92 (3,19% of total delivered ) N o. of further forwards from mobile: 26 (28,3%)

Campaign Stats ( sent recommendations ) RenzooPush 2009 – World Class case study

Campaign Stats (Landing page visits) RenzooPush 2009 – World Class case study

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