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We are extremely proud to have one of the longest track records in the mobile marketing industry. Our first client case was to distribute mobile nightclub entry tickets and free drink offers on behalf of Luminar PLC in 2003. In terms of closed loop mobile marketing we are certainly pioneers. It was only 2004 when we first installed our Mobile Customer Engagement Platform on the independent convenience retailer Jacksons’ Epos system. By the time we launched our enterprise version in 2005 they had been bought by Sainsbury’s. In Jacksons we really got to try the potential of closed loop mobile marketing. We found some staggering results regarding the effectiveness of the mobile as a communication channel, and also about the depth of consumer insight we can achieve from our Mobile Customer Engagement Platform.
We hope you’ll enjoy reading about our findings here. Mobilize ran mobile, rewarded surveys following an intensive 10 week mobile campaign conducted for a Brand Owner around Birmingham University. The survey was run to understand the consumer perception of the campaign offers and more broadly how they viewed the whole area of getting offers to their mobile and redeeming via the mobile device. In the Brand campaign, over 4000 Students were sent a series of offers on a student relevant brand range to build brand awareness and distribution in retail outlets. In running the survey and providing a survey reward, it was important to reinforce the continued use of the mobile medium rather than exploit other communication channels to the students. Jacksons was the first retailer in Europe to offer customers a way of saving money on their shopping through mobile vouchers. Through Mobilize’s flagship Mobile Customer Engagement Platformwe created SHOP SCAN SAVE®, a mobile club which was rolled out into 35 convenience stores in the Greater Hull region. Jacksons asked Mobilize to create a bundle of offers around a consistent, integrated and appealing theme. The idea was to understand what a sensible campaign could do for sales without being too harsh on margins. By combining the offers around a theme, i.e. working with psychological product association, the number of redemptions was expected to be higher than if the offers weren’t combined. In the run up to World Cup 2006 PG Tips offered an exclusive FREE PG Tips Football Mug with special packs of PG Tips 160s to celebrate our favourite half-time ritual: the tea break. Foot-tea-tastic and the perfect partner for a nail-biting World Cup, but unfortunately England didn’t make it past the quarter finals leaving Jacksons with residual stock. For the first time ever, whilst Beckham’s boys were playing in the World Cup, the Mars logo was replaced with BELIEVE. As the nation’s favourite chocolate bar, Mars was in an ideal position to fuel the nation’s positive spirit in the build up to the World Cup with the name change. The campaign gave Mars huge visibility and high scale presence during a key feel good time The BELIEVE range included single Mars bars and Mars six pack multi-packs and was available in the run up to and during the World Cup. Some 10,000 SHOP SCAN SAVE® redemption points are off-licenses. The first alcoholic beverage brand to want to take advantage of this was Carling but naturally they wanted to comply with the Portman Group's Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks. Therefore it was necessary to ask the entire SHOP SCAN SAVE® club to confirm if they were 18 years old or over on the date of the campaign.
Testimonials
“Working with The Light Agency (now Mobilize Systems), we have seen some positive sales increases from both our customers and promoted products involved in the SHOP SCAN SAVE® trial. We remain interested in the use of mobile phones for adding value to our customers." Helen Buck, Head of Brand Communications, J. Sainsbury PLC
“We are convinced that The Light Agency (now Mobilize Systems) offers the best technology to deliver mobile coupons, that it is a great idea and that we should continue to explore consumer acceptance.”
Head of Digital Operations, TBWA/GGT
“We have been part of the Anlaby Park test from the start and are very keen to continue to be part of this pioneering work into Mobile Marketing. We are still very excited about the potential this medium can deliver to both ours and our customers’ business.”Relationship Marketing Manager, Unilever
“After searching for 2 years to find a suitable platform to breathe life into this type of innovation we found The Light Agency (now Mobilize Systems). The Light Agency have the knowledge, the technology and the enthusiasm to turn this piece into a ‘must have’ channel in the marketing mix.”
CRM Manager, Masterfoods
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