Case study: The BlackBerry® Storm 9500 smartphone launch
With the recently concluded the Mobile Marketing Association Forum in Asia and another instalment coming up in New York, it has been great to hear about the successes of MMA members and talk about some interesting campaigns from across the globe. I will be sharing some of these mobile marketing success stories with you on an ongoing basis starting with this case study on the launch of the BlackBerry® Storm 9500 smartphone.
Here’s a recap of the campaign and its results:
The Challenge
RIM, the manufacturer of the BlackBerry® handsets, is well known for providing users with reliable and secure access to email and corporate data on the go, and has therefore had fantastic sucess with providing users with business solutions. However, more recently it has been maturing within the consumer space. RIM now has 50% of its 32 million subscribers from the non-enterprise market segment and it is not unusual to see teenagers chatting and emailing away on a BlackBerry® mobile smartphone.
The touchscreen device market has rapidly become a saturated one and the BlackBerry® Storm 8900 was RIM’s opening market entry. With the touchscreen BlackBerry® Storm 9500 smartphone, RIM wanted to target a new audience, specifically the under 26 year old consumer market, more directly. To make as much of an impact as possible, BlackBerry® decided to partner with Out There Media through its existing operator relationships in Austria.
The Campaign
The BlackBerry® Storm 9500 smartphone campaign was launched last year and ran for 2 weeks. The campaign targeted existing Vodafone subscribers under the age of 26 years via the Vodafone live! portal on A1, a mobilkom austria brand.
In order to deliver the advertisement in a non-intrusive manner, Out There Media decided to create a banner advertisement offering a strong incentive geared toward the younger market. Hence, visitors to the portal were enticed to click on the banner and were offered the latest Justin Timberlake music video, ‘Sex, love, magic’ for free – normally the cost of this would be €5. This was not only an incentive but was also a good fit to highlight BlackBerry® Storm’s music capabilities, as well its youth-market orientation.
Once downloaded, and before the start of the music video, a short 15-second advertisement for the BlackBerry® Storm was shown. Once the music video finished the viewer would be taken to a landing page containing specification information on the BlackBerry® Storm 9500 smartphone, including BlackBerry® Messenger, MP3 player and voice-integrated voice GPS. By reaching consumers on the Vodafone Live! portal and by offering a music video as an incentive, Out There Media could ensure that viewers were interested in using the internet via their mobile phone and also in watching videos on their mobile phone, thus providing RIM with the ideal target audience for its new device.
No limit was set on the number of views per person, which allowed consumers to bookmark the page and watch the video, and therefore the advertisement, as many times as they wished. The Justin Timberlake track was carefully selected to suit both the tariff and mobile device, whilst also attracting a younger audience - key to the success of this mobile campaign.
The campaign linked the BlackBerry® Storm 9500 smartphone with a special tarrif offered by Mobilkom Austria. The tarriff offered additional free minutes and messages every month for no additional cost. Consumers could take advantage of this offer when signing up to 24-month contract with a BlackBerry® Storm 9500 smartphone. This again increased the incentive to the consumer once again as they would not only get a great device but also additional free minutes and messages if they signed up with the BlackBerry® Storm 9500 smartphone.
The Results
Following the two-week mobile advertising campaign with Out There Media, the BlackBerry® Storm advertisement was viewed a total of 140,000 times via the Vodafone live! portal. The advertisement achieved a click-through-rate of 5.5% and the Justin Timberlake video was streamed a total of 2,101 times. The conversion rate for the entire campaign was 27.5%!
Advertising a mobile product via a mobile channel presented a unique way to target RIM’s audience and produced impressive results. The campaign proved a highly cost-effective way for RIM to achieve increased sales and brand awareness through a youth targeted mobile campaign.
Stay tuned for more interesting case studies from around the world!
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