The document discusses a case study by Weve on driving sales for Avicii’s song 'Wake Me Up' through mobile marketing, targeting consumers aged 18-34. It highlights the challenges of data collection and the importance of transparency while emphasizing the need for innovative strategies to enhance consumer engagement and loyalty. The IMC strategy outlined includes various media channels and a focus on contextual messaging to improve consumer experience and awareness.

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Joined up mobile

2. &

3. The aim was to drive
sales of Avicii’s new
song wake me up via
iTunes.
Aimed at 18-34 Year olds
Case Study

4. Bio
Name: James Hanscomb
Age: 52
Role: Insight Director, WEVE
Interests: Trailwalking, blogging
Primary research
WEVE currently has 22 million permission records, plan to see
where the gaps are
Biggest challenges working with data include making collection
of data transparent to consumers, so they understand, the
volume and frequency of data makes it harder to make sense
of.
WEVE doesn’t send any data and client data out of the
building. You have to be incredibly careful in handling data.
Access to weather reports, so we can target consumers at
specific times e.g. ice cream when it goes above 20C in the
UK.

5. (WEVE,2014)
WEVE’s rendition of the loyalty loop

6. “Push the boundaries with M-commerce” (WEVE,2014)
Eldeman’s (2010)Loyalty Loop
“It is transforming the economics of marketing and making obsolete many of the functions,
traditional strategies and structures” (Eldeman, 2012).

7. Adaptation of Kapferer’s Brand Prism to WEVE

8. Current communications
B2B

9. The future?
“2018 m-commerce will be worth $626 billion (£378 Billion) with
47.6% of consumers using m- commerce as their primary form of
purchase.” (The Atlantic, 2014)

10. However...

11. 1. To improve the experience of the consumer by
complimenting their everyday consumption and their
shopper experience, whilst providing our users with a safe
and uncomplicated product.
2. To give the consumer a product that will reward their
loyalty and heavy usage by awarding them with discounts on
their preferred products and services.
3. To create heightened brand awareness by providing our
partners the latest innovation in consumer targeting and by
being accessible to our consumer’s through their touch points.
Objectives

12. IMC StrategyAbove
Below
T.V.
Out-of-home – Billboards/posters/bus/taxi
Radio
Print
Paid press ads
Interactive billboards
(NFC/LE targeting)
Website
Forums
Live on app stores
PR/Launch event
Targeted SMS MMS texts
Banner ads (PPC)
YouTube Takeover & homepage take over
Paid search
Paid engagement (social media
content)

13. T.V.
Out-of-home – Billboards/posters/bus/taxi
Radio
Print
Paid press ads
Interactive billboards
(NFC/LE targeting)
Banner ads (PPC)
YouTube Takeover & homepage take over
Paid search
Paid engagement (social media content)
Website
Forums
Live on app stores
PR/Launch event
Targeted SMS MMS texts
Measurement

14. “Data will only become more important, especially targeting and measuring. If you think 10 years ago, no one
would transact online, it just shows people need time to get used to change. Will see a convergence of online and
offline data.” (Hanscomb, 2013)
The IMC plan to build awareness through contextual messages, by promoting customization of the Wallet for the
consumer and will provide the consumer with clear understanding of how WEVE enriches their consumer
experience through loyalty.

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Thank you
Q&A