Optism Visa Mobile Marketing Case Study

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Optism Visa Mobile Marketing Case Study

  1. 1. Case Study / Visa® Middle EastPromoting Visa debit cards in Egypt Campaign Objectives Visa was promoting its debit card with a multi-channel campaign and contest. Mobinil’s Optism-enabled permission mobile marketing service, Mobinil Ads, enabled Visa to reach to a large audience in both English and Arabic. Did you know that Make sure to use your Using VISA Debit card using your VISA Debit VISA Debit card this at any store gives you card at any store gives weekend for all your a chance to win prizes! you a chance to win purchases for a chance To get one contact your prizes up to 150,000LE? to win prizes! bank now! Reply free of charge visamiddleast.com visamiddleast.com 1=yes 2=no Campaign Results Response rates for English and Arabic speakers, and males and females were virtually the same (23%). However, language and gender were significant when looking at yes and no answers. 71% of English respondents knew about the contest compared with 39% of Arabic respondents and 45% of females compared with 37% of males. Age was also a factor, with highest response rates achieved from 25-34s.Campaign SolutionA text dialogue message was sent to opted-in subscribers to encourage them to use their 23% Of recipients responded to campaign 25-34sVisa debit cards. Each time they did, they Were most responsive (25%)were entered into a contest with valuableprizes. The campaign targeted males andfemales over 25. Messages were sent in Over 50s Were the least familiar with the contest (69%) ‘‘English and Arabic, before a holiday weekend.The initial text asked a question. Both “yes”and “no” respondents were urged to takeadvantage of the contest. A website url Mobile proved to be an effective way of reaching our target audience. The timeliness of mobile perfectly complemented our ‘‘provided a further call to action. ongoing multi-channeled campaign. Visa Middle EastTo find out what Optism can do for advertisers and mobile operators, visit optism.com

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