The document summarizes a mobile marketing case study for The Co-operative Bank of Kenya's YEA! youth banking account. The campaign aimed to open new accounts, increase brand awareness and interest among 18-25 year olds. It featured pay-per-click ads on Google and banner ads on popular websites targeting youth. The campaign was monitored daily and saw over 12,000 impressions, 150 clicks and 10 new account registrations on the first day, with most activity from Nokia phones using the Opera Mini browser between 4-5pm. Combining digital with experiential marketing like live events drove more customers to open accounts.

2. Mobile Marketing Case Study:
Taking inspiration from a successful
campaign
Zilojo© Team

3. "O, sir, doubt not that Angling is an art;
is it not an art to deceive a trout with an artificial fly?"
~ Isaak Walton

4. Agenda

Setting up the scene: the brand, the product, the
target market and the objectives

Developing a campaign concept that will deliver
on the objectives while being creative

Implementing the campaign and monitoring
results

Lessons learnt and ideas for the future

5. The BH Gold Ribbed Hare's Ear Nymph
Setting up the scene: the brand,
the product, the target market
and the objectives

6. The Brand
The Co-operative Bank of Kenya is one of the commercial banks
licensed by the Central Bank of Kenya, the national banking
regulator.
The bank has the second highest customer base in Kenya with
over 3.2 million accounts as of December 2012.
In 2010, the bank was awarded 'Best Bank of Kenya' by the
Financial Times of London due to their excellent growth.

7. The Product
The YEA! Account comes as a huge
makeover of the previous Jumbo
Scholar Account, and now delivers
bigger promises and rewards.
YEA! will also give a worthy home
to Jambo Junior customers as they
graduate to the age of majority – 18

8. Target Market
Youth in Kenya living in the
different parts of the country.
This is mainly:
University / College students
Age: 18 – 25
Digital Natives
Main-streamers & Aspirers

9. The Royal Coachman
Developing a campaign concept
that will deliver on the objectives
while being creative

10. Objectives
Opening an account
Getting the target audience to open a YEA! Account at their
respective Universities.
Triggering interest
Getting the target audience to interact with the YEA! brand and
familiarizing themselves with it.
Creating awareness
The campaign should be able to provide information on when &
where the Club Maisha Gigs will be taking place

11. The Campaign

12. Mobile Banners

13. Response

14. The Parachute Adams
Implementing the campaign
and monitoring results

15. Media Selection
Pay per Click Campaigns
We used Google content network advertising to lead
prospective buyers to the landing page.
Managed Placements
We placed banners on Nation.co.ke youth pages and Ghafla.co.ke
Ghafla
Largest entertainment website in Kenya by traffic – Opera Mini
840K Monthly Unique Visits, 35K Facebook Likes
Nation
Top Kenyan website by traffic – Opera Mini
2.4M Monthly Unique Visits, 433K Facebook Likes

16. Ghafla

17. Nation

18. Monitoring
Daily Snapshots
We take snapshots of our ads each day
Ad Server
We manage the media we place on publishers
through our Ad server. Thus we are able to see
total clicks and impressions and other statistics on the fly.
Google Analytics
We use this to view keyword performance,
clicks, visits and other data.

19. Results on Day 1
Impressions
12,064
Clicks
150
CTR
1.2433687 % - Global average is 0.2 or 0.3 percent
Google Analytics
100 visits
Registrations
10 completed

20. Purple Bead Head Wolly Bugger
Lessons learnt and ideas
for the future

21. Learnings
Time of Day
16:00 – 16:59 Registered the most impression & clicks
Devices
Nokia 205 Asha 205 is the top device
Huawei U8150 Ideos comes second
Browser
Opera Opera Mini is the top browser
Activations
The real power of digital is when it is combined with other
marketing disciplines such as experiential. Digital is used to
drive customers to the Club Maisha gigs where other channels
would have been less effective and more expensive

22. Thank You.
Contact us:
www.zilojo.com