Integrated online marketing campaign: Escape from Nulkatraz (Agency: Adventa Lowe Adventa Lowe )

SUMMARY

Year 2012. Mobile operators’ war becomes rather fierce. Young people feel lost among endless tariff proposals and can’t remember the operator’s name*. And in this situation a resonant TV-reel «Nulcatraz» from djuice appears on TV. It is supporting new tariff «djuice 5+0» offering zero copecks on calls within the network and only 5 copecks on all Ukrainian mobile networks. This tariff was a key proposal of the year and reporting of its price benefits was an important objective for us.

Nevertheless, despite non-standard TV-communication Ukrainian consumer prefers to check and calculate everything himself. And it is especially true for our target audience – young people who talk a lot but at the same time have a limited budget and spend on mobile communication about 30 UAH every month. In order to cut their expenses they use Internet: read forums, compare different tariffs and seek advice from their friends.

It was clear for us that after ATL-campaign was finished brand awareness that had been built by the reel would decrease quickly but there would be some questions left concerning tariff details and the discussion would undoubtedly jump to the Internet.

So we faced an important objective: conducting digital campaign within the framework of limited budget. This campaign supposed to be targeted at young people and had to prove the tariff’s benefits and support awareness of it.

BIG IDEA                  

To organize interactive escape from the «null» prison, shown in the TV-commercial and give the users an opportunity to find out all the details on tariff’s benefits by themselves.

TASKS

1). Give the users an opportunity to become convinced in the benefits of tariff «djuice 5+0» and support brand awareness after the ATL campaign (metrics: survey results before the campaign and after it).

2). To interest non djuice subscribers in the tariff «djuice 5+0» (metrics: number of non-subscribers in general number of participants).

3).  Achieve wow-effect of campaign’s format by operating within very limited media budget (metrics: campaign’s coverage, number of promo web-site visitors).

RESULTS

1) «Escape from Nulcatraz» became the first Ukrainian interactive quest with a mass usage of wow-call technology. Our viral expectations were the right ones and game format was really involving and understandable for young people.

At the beginning of the campaign and after its finishing two surveys were conducted in djuice group and they let us see accurate results (campaign lasted for three weeks).

The results of the second survey showed that only in three weeks more than 5% of users would recommend the tariff to the acquaintances.

Besides this we managed to prolong ATL reel’s effect and achieve good dynamics of tariff awareness (growth about 2%).

*Source: djuice brand group in the social network VKontakte (http://vk.com/djuiceua). Population coverage: 480 people.

2) 6235 users passed all stages of the quest. It should be noticed that one third of the most active participants were other operators’ subscribers (32%). And this undoubtedly speaks for the real interest in the project. By the moment of quest completion djuice group VKontakte had grown up to 29 thousand of participants including other operators’ subscribers. The participants of the group discussed the tariff actively, shared their opinions and gave hints concerning passing the quest. 

3) The general cost of the campaign was optimized (including all the expenses on new technology’s introduction and media support) up to 1,07 UAH per one engaged user and this is 7 times less compared with previous brand’s activations aimed at young people.

With such a limited budget we achieved the following results:

• campaign’s coverage of Internet audience included 3 164 000 people.
• during three active weeks of the campaign 128 000 people visited web-site.
• quest participants sent more than 12 000 of invitations to their friends, encouraging them to participate in the quest.

Emotions provided by a new technology and detective plot enabled us to receive more than 1000 references about campaign in blogs and students’ forums and the audience’s reaction to the campaign had always been 100% positive.

Case study:
http://www.slideshare.net/Helen_Deineko_adv/djuiceescape-from-nulcatraz

Video:
http://www.youtube.com/watch?v=DqpCM-k5Mp8