Best IAB Belgium Efficiency Campaign 2006
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Transcript of Best IAB Belgium Efficiency Campaign 2006
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IAB Netcafé - Successful Case Studies19 October 2006www.iab-belgium.be
Panos - OX2 : Click & WinOffline & Online integrationNovember 2005 - Case Study
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Summary of presentation
01. Campaign Objectives
01. Campaign Concept
04. Online Campaign
- What was produced
- Logo
- Layout
- eCoupons
- Animations
05. Offline Campaign - Franchiser’s explanations - POS promotions - POS management
06. Launch & Results
- Some figures
- Some Web Analytics
- Referals
- Viral effect
07. Online & Offline Results
- eCoupons
- Demographics
- Game steps
- Some interesting points
08. Conclusions
09. The year after...
> SUMMARY
OBJECTIVES
CONCEPT
ONLINE PROD
OFFLINE PROD
LAUNCH &
RESULTS
MIX RESULTSCONCLUSIONSYEAR AFTER?
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Campaign objectives
Direct:
01. Launch Website www.panos.be
02. Generate a clients DB of 20.000 qualified emails
03. Drive traffic from POS towards www.panos.be
03. Drive traffic from www.panos.be towards POS (Customer
aquisition)
Long Term:
01. Loyalty
02. Allow more cost effective campaigns
03. Launch new services (eCommerce)
SUMMARY
> OBJECTIVES
CONCEPT
ONLINE PROD
OFFLINE PROD
LAUNCH &
RESULTS
MIX RESULTSCONCLUSIONSYEAR AFTER?
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Character that asks questions
Multiple choice questions (60 questions pool)
All answers to the questions in the Website
4 steps
Direct prizes when a step reached (except 4th)
4th step a trip to Kenya with Thomas Cook
1 Joker per game (answers the question)
To get the Joker: 3 referals --> Viral
When prize selected: online form
Unique PDF eCoupon link sent through email
Exchange the eCoupon within 7 days in selected Panos
Summary
Game concept inspired ‘Who wants to be a millionaire’
Campaign Concept
SUMMARY
OBJECTIVES
> CONCEPT
ONLINE PROD
OFFLINE PROD
LAUNCH &
RESULTS
MIX RESULTSCONCLUSIONSYEAR AFTER?
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No complicated rules (accessible)
Questions about Panos & Website (branding)
Joker possible (viral)
Easy to change/adapt questions (reuse)
Form to get the prize (quality data)
POS exchange of 1 good (Cross Selling)
Summary
Key advantages
Campaign Concept
SUMMARY
OBJECTIVES
> CONCEPT
ONLINE PROD
OFFLINE PROD
LAUNCH &
RESULTS
MIX RESULTSCONCLUSIONSYEAR AFTER?
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Online Campaign
01. Online Flash Game
Logo
Character
Shop & lay-out
General Lay-out
Animations
02. eCouponing Module
eCouponing System in our CMS OniSystem
Fraud Prevention
eCoupon Layout
Summary
What was produced?
SUMMARY
OBJECTIVES
CONCEPT
> ONLINE PROD
OFFLINE PROD
LAUNCH &
RESULTS
MIX RESULTSCONCLUSIONSYEAR AFTER?
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Shop lay-out inspiration
Online Campaign
SUMMARY
OBJECTIVES
CONCEPT
> ONLINE PROD
OFFLINE PROD
LAUNCH &
RESULTS
MIX RESULTSCONCLUSIONSYEAR AFTER?
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Shop layout first draft
Online Campaign
SUMMARY
OBJECTIVES
CONCEPT
> ONLINE PROD
OFFLINE PROD
LAUNCH &
RESULTS
MIX RESULTSCONCLUSIONSYEAR AFTER?
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Final layout: General view
Online Campaign
SUMMARY
OBJECTIVES
CONCEPT
> ONLINE PROD
OFFLINE PROD
LAUNCH &
RESULTS
MIX RESULTSCONCLUSIONSYEAR AFTER?
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Final layout: Zoom-in
Online Campaign
SUMMARY
OBJECTIVES
CONCEPT
> ONLINE PROD
OFFLINE PROD
LAUNCH &
RESULTS
MIX RESULTSCONCLUSIONSYEAR AFTER?
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Final layout: Rules explanation
Online Campaign
SUMMARY
OBJECTIVES
CONCEPT
> ONLINE PROD
OFFLINE PROD
LAUNCH &
RESULTS
MIX RESULTSCONCLUSIONSYEAR AFTER?
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Final layout: Explanation, steps, prizes, questions, ...
Online Campaign
SUMMARY
OBJECTIVES
CONCEPT
> ONLINE PROD
OFFLINE PROD
LAUNCH &
RESULTS
MIX RESULTSCONCLUSIONSYEAR AFTER?
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Final layout: Answer confirmation
Online Campaign
SUMMARY
OBJECTIVES
CONCEPT
> ONLINE PROD
OFFLINE PROD
LAUNCH &
RESULTS
MIX RESULTSCONCLUSIONSYEAR AFTER?
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Final layout: Joker
Online Campaign
SUMMARY
OBJECTIVES
CONCEPT
> ONLINE PROD
OFFLINE PROD
LAUNCH &
RESULTS
MIX RESULTSCONCLUSIONSYEAR AFTER?
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Final layout: Correct step
Online Campaign
SUMMARY
OBJECTIVES
CONCEPT
> ONLINE PROD
OFFLINE PROD
LAUNCH &
RESULTS
MIX RESULTSCONCLUSIONSYEAR AFTER?
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Final layout: Failed step
Online Campaign
SUMMARY
OBJECTIVES
CONCEPT
> ONLINE PROD
OFFLINE PROD
LAUNCH &
RESULTS
MIX RESULTSCONCLUSIONSYEAR AFTER?
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eCoupons
Online Campaign
SUMMARY
OBJECTIVES
CONCEPT
> ONLINE PROD
OFFLINE PROD
LAUNCH &
RESULTS
MIX RESULTSCONCLUSIONSYEAR AFTER?
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Offline CampaignFranchisers’ explanations
POS Material distributed to Franchisers
Document explaining game
Notebook to check the eCoupons codesSUMMARY
OBJECTIVES
CONCEPT
ONLINE PROD
> OFFLINE
PROD
LAUNCH &
RESULTS
MIX RESULTSCONCLUSIONSYEAR AFTER?
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POS promotion
Offline Campaign
SUMMARY
OBJECTIVES
CONCEPT
ONLINE PROD
> OFFLINE
PROD
LAUNCH &
RESULTS
MIX RESULTSCONCLUSIONSYEAR AFTER?
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POS promotion
Offline Campaign
SUMMARY
OBJECTIVES
CONCEPT
ONLINE PROD
> OFFLINE
PROD
LAUNCH &
RESULTS
MIX RESULTSCONCLUSIONSYEAR AFTER?
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POS management
Offline Campaign
SUMMARY
OBJECTIVES
CONCEPT
ONLINE PROD
> OFFLINE
PROD
LAUNCH &
RESULTS
MIX RESULTSCONCLUSIONSYEAR AFTER?
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Launch & Results
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Launch & ResultsLaunch 1st of November 2005
Expected end: 30th of November (real 18th)
Questions changed during contest (blog)
Website visits trend:
Questions
changed
Answers published in a
forum/blog
SUMMARY
OBJECTIVES
CONCEPT
ONLINE PROD
OFFLINE PROD
> LAUNCH &
RESULTS
MIX RESULTSCONCLUSIONSYEAR AFTER?
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Launch & Results
# Visits: 58.627
# Unique visitors: N/A
# Page views: 1.057.769 (58.764/day) 16/11 : 155.071
# Games: 109.024
# Games/sent eCoupons: 2,6
# Referal visits: 16.024
# Search engines referals: 8.475
# eCoupons sent: 41.701
# eCoupons printed: 35.319
# eCoupons exchanged in POS: 20.659 (58,9% - 158/POS)
# eCoupon frauds: 189 (-2/POS)
Maximum queues: 100m @ Leuven
Some figures
SUMMARY
OBJECTIVES
CONCEPT
ONLINE PROD
OFFLINE PROD
> LAUNCH &
RESULTS
MIX RESULTSCONCLUSIONSYEAR AFTER?
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Launch & ResultsSome Web Analytics (Top pages)
1. Panos HP
2. Rules + Step 1
3. Step 2
4. Step 3
5. Win Step 3
6. Step 4
SUMMARY
OBJECTIVES
CONCEPT
ONLINE PROD
OFFLINE PROD
> LAUNCH &
RESULTS
MIX RESULTSCONCLUSIONSYEAR AFTER?
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Launch & Results
Median visit duration Oct05 : 2:23min
Median visit duration Nov05 : 10:19min
Why Median?
Some Web Analytics (Visit duration)
SUMMARY
OBJECTIVES
CONCEPT
ONLINE PROD
OFFLINE PROD
> LAUNCH &
RESULTS
MIX RESULTSCONCLUSIONSYEAR AFTER?
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Launch & ResultsSome Web Analytics (Average time to serve pages)
Answers published in a
forum/blog
New server
addedSUMMARY
OBJECTIVES
CONCEPT
ONLINE PROD
OFFLINE PROD
> LAUNCH &
RESULTS
MIX RESULTSCONCLUSIONSYEAR AFTER?
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Where did they declare to come from?
Launch & Results
SUMMARY
OBJECTIVES
CONCEPT
ONLINE PROD
OFFLINE PROD
> LAUNCH &
RESULTS
MIX RESULTSCONCLUSIONSYEAR AFTER?
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Viral Effect
Head of the tail less than 50% of visits:
www.zattevrienden.be : 4.428 visits
http://gratizforum.emseli.be : 1.465 visits
www.babylon.student.kuleven.ac.be : 646 visits
http://games.telenet.be : 534 visits
www.winprijzen.be : 303 visits
Over 50 Websites, Blogs & Forums Over 50 Websites, Blogs & Forums DETECTEDDETECTED
DRIVING 16.024 VISITSDRIVING 16.024 VISITS
SUMMARY
OBJECTIVES
CONCEPT
ONLINE PROD
OFFLINE PROD
> LAUNCH &
RESULTS
MIX RESULTSCONCLUSIONSYEAR AFTER?
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Viral Effect
BUZZBUZZ
POSPOS
SUMMARY
OBJECTIVES
CONCEPT
ONLINE PROD
OFFLINE PROD
> LAUNCH &
RESULTS
MIX RESULTSCONCLUSIONSYEAR AFTER?
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Online & Offline ResultseCoupons Sent, Opened & Exchanged
SUMMARY
OBJECTIVES
CONCEPT
ONLINE PROD
OFFLINE PROD
LAUNCH &
RESULTS
> MIX RESULTSCONCLUSIONSYEAR AFTER?
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Summary
% of eCoupons exchanged by type of POS
Online & Offline Results
SUMMARY
OBJECTIVES
CONCEPT
ONLINE PROD
OFFLINE PROD
LAUNCH &
RESULTS
> MIX RESULTSCONCLUSIONSYEAR AFTER?
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Gender (eCoupons vs contest participation)
Online & Offline Results
SUMMARY
OBJECTIVES
CONCEPT
ONLINE PROD
OFFLINE PROD
LAUNCH &
RESULTS
> MIX RESULTSCONCLUSIONSYEAR AFTER?
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Languages (eCoupons vs contest)
Online & Offline Results
SUMMARY
OBJECTIVES
CONCEPT
ONLINE PROD
OFFLINE PROD
LAUNCH &
RESULTS
> MIX RESULTSCONCLUSIONSYEAR AFTER?
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Summary
Steps reached (prizes won)
Online & Offline Results
SUMMARY
OBJECTIVES
CONCEPT
ONLINE PROD
OFFLINE PROD
LAUNCH &
RESULTS
> MIX RESULTSCONCLUSIONSYEAR AFTER?
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Fraud less than 1%
Google used to find the answers
Publishing of answers found thanks to Web Analytics monitoring
Newsletter subscription after the game: +300%
Relaunch possible with desired adaptations (Design & Flash)
Summary
Some interesting points
Online & Offline Results
SUMMARY
OBJECTIVES
CONCEPT
ONLINE PROD
OFFLINE PROD
LAUNCH &
RESULTS
> MIX RESULTSCONCLUSIONSYEAR AFTER?
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Conclusions
Great success (200% of objective)
Viral effect could have been greater if longer
Internet a real lead generation media & eCoupons WORK!
Panos possesses a DB of qualified customers
NL more interested in direct prize
Online & Offline tracking integration possible if well thought
Mix of Online & Offline best choice
And the winner is....
SUMMARY
OBJECTIVES
CONCEPT
ONLINE PROD
OFFLINE PROD
LAUNCH &
RESULTS
MIX RESULTS> CONCLUSIONSYEAR AFTER?
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One year later: Youth Card
New Youth Loyalty Program
Launched Summer 2006
Click & Win participants conversion?
OVER 5 % !!!
SUMMARY
OBJECTIVES
CONCEPT
ONLINE PROD
OFFLINE PROD
LAUNCH &
RESULTS
MIX RESULTSCONCLUSIONS> YEAR AFTER?
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Questions?
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Thank you for your attention
Case available in www.OniSystem.eu
Thomas Dusart - Deli (Panos)Franchise & Marketing [email protected]
René Dechamps Otamendi - OX2CEO / Business & Network [email protected]