To
consolidate the Faxe Kondi brand within their
target market of 15-30 year old sports enthusiasts,
Faxe Kondi wished to create a sports-related presence
in the everyday lives of their customers. Mobile
marketing is playing a crucial role in this campaign
as an enabler of dialogue between the brand and
its customers and as a media for branded content.
Solution
Together with advertising agency Outbox, Mobile Identity
developed a campaign that would provide Faxe Kondi
customers with a new sporting language. The language
is based upon SMS "lingo" - shortened
words that are used to save time when young people
write SMS. So thus, Faxe Kondi became FXK, and
the campaign was born.
Mobile is being used to support the campaign
in a number of ways. Firstly, to support the
recruitment of customers into a community and
direct marketing database. Secondly, as an interactive
channel for participants to enter FXK competitions.
And finally, as a medium to provide branded
content and sporting entertainment to registered
participants - stimulating viral marketing and
promoting the brand in a sporting context.
Using mobile gave Faxe Kondi the ability to
create dynamic SMS competitions and mini campaigns
lasting only 1-3 days while keeping the customers
interacting with the brand. The direct content
promotions created a very high direct response
rate as well as strong viral marketing with
the customers. The content sent out was personalised
in regard to e.g. the customer's favourite football
team and therefore customers would willingly
pass on the Faxe Kondi branded content to their
friends.
Participants are also able to interact with
friends on sporting themes, based on the FXK
universe. Audio, SMS and MMS content have been
created using the FXK brand and popular sporting
themes. For example, participants are able to
send popular football songs as "pay-outs"
to their friends after their team wins a football
game... "Go' tur hjem!" (enjoy the
trip home!).
MMS backgrounds and operator logos provide
customisation for mobile phones with FXK branding.
Java games are planned to offer entertainment
for participants with new handsets based upon
sporting games such as FXK Golf.
Business Benefits
The interactive mobile campaign increased the
brand awareness and led to direct interactions
with the Faxe Kondi customers.
By linking the campaign to offline activities
in the participants' everyday lives, such as
attendance at sporting events, a strong association
with the brand can be created. By using mobile
and SMS as an interaction channel with the campaign,
offline media can have an immediate response
channel. For example, advertising the competition
on a bottle or in a radio commercial and enabling
easy entry by SMS ensures that consumers are
able to act on a whim. Administering the competition
is also simpler as all entries are immediately
written to a database.
In exchange for offering valuable (and branded)
content to participants, Faxe Kondi builds a
direct marketing database that can be used to
establish interaction with customers and promotion
of relevant offers based upon profiles. As this
content is branded, Faxe Kondi creates a strong
brand association with sporting events, and
enables the possibility for viral marketing.
Using mobile (including SMS) to communication
with customers positions Faxe Kondi as a brand
that understands the way its target market communicates.
The community of participants and direct marketing
database are valuable tools that provide Faxe
Kondi with a highly targeted group of consumers
to shape into being advocates of the brand in
their sporting lives. By collecting participants'
profile information and areas of interest new
personalised database marketing opportunities
and FXK services will be developed as the campaign
evolves.
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