Mobile Success Concha Y Toro Xplorador Campaign Case study
Using mobile to relaunch a targeted product  OBJECTIVES <ul><li>Drive awareness for Concha Y Toro line of red wines from C...
Who do we want to reach? THE MULTIPLIERS <ul><li>Adults 21+ </li></ul><ul><li>Enjoy sharing a glass of wine with friends, ...
Why mobile only for this campaign? AUDIENCE & ENVIRONMENT <ul><li>31% of 18-24 year-olds and 27% of 25-44 year-olds use mo...
The mobile buy Quattro Network <ul><li>23 targeted sites and apps and Run of Network </li></ul><ul><ul><li>Hispanic </li><...
The consumer experience
The consumer experience
Where are we now (month 1 of 3 month campaign)? RESULTS <ul><li>Click throughs as high as 6+%. Average across campaign 2%....
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Quattro Wireless Concha y Toro Case Study

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

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Quattro Wireless Concha y Toro Case Study

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

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