The Objective:
Generate awareness of Contiki 2012 Tours among the target demographic, and drive take-up of the $100 discount offer via high impact mobile media placements in contextually relevant environments.
The Challenge:
To package in a free mobile optimised site as part of a low budget media buy. The site needed to encourage customers to sign up to recive a tour brochure and a $100 discount voucher to redeem when booking a Contiki holiday.
The Execution:
Mobile Banners skewed to Ppl 21-25 in apps and msites (Travel, Social, Fashion, Entertainment, News & Sport), were optimised to drive customers to the custom mobile site for registration. Upon completed registration, users were automatically served a Contiki teaser video and sent the voucher and link to download the brochure.
Outcomes
- Exceeded Impression, Click , & CTR targets
- Exceeded targeted unique audience goal
- Exceeded Unique Site Visits conversions
- Achieved above benchmark voucher registrations
- 63% of video views completed post registration
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