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Joined up mobile

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Case Study

The aim was to drive sales of Avicii’s new song wake me up via iTunes. Aimed at 18-34 Year olds


Primary research WEVE currently has 22 million permission records, plan to see where the gaps are

Biggest challenges working with data include making collection of data transparent to consumers, so they understand, the volume and frequency of data makes it harder to make sense of.

Bio Name: James Hanscomb Age: 52 Role: Insight Director, WEVE Interests: Trailwalking, blogging

WEVE doesn’t send any data and client data out of the building. You have to be incredibly careful in handling data.

Access to weather reports, so we can target consumers at specific times e.g. ice cream when it goes above 20C in the UK.


WEVE’s rendition of the loyalty loop

(WEVE,2014)


Eldeman’s (2010)Loyalty Loop

“It is transforming the economics of marketing and making obsolete many of the functions, traditional strategies and structures” (Eldeman, 2012).

“Push the boundaries with M-commerce” (WEVE,2014)


Adaptation of Kapferer’s Brand Prism to WEVE


Current communications

B2B


The future?

“2018 m-commerce will be worth $626 billion (£378 Billion) with 47.6% of consumers using m- commerce as their primary form of purchase.” (The Atlantic, 2014)


However...


Objectives

1. To improve the experience of the consumer by complimenting their everyday consumption and their shopper experience, whilst providing our users with a safe and uncomplicated product.

2. To give the consumer a product that will reward their loyalty and heavy usage by awarding them with discounts on their preferred products and services.

3. To create heightened brand awareness by providing our partners the latest innovation in consumer targeting and by being accessible to our consumer’s through their touch points.


IMC Strategy

Above T.V. Out-of-home – Billboards/posters/bus/taxi Radio Print Paid press ads

Interactive billboards (NFC/LE targeting) Banner ads (PPC) YouTube Takeover & homepage take over Paid search Paid engagement (social media content)

Below Website Forums Live on app stores PR/Launch event Targeted SMS MMS texts


Measurement T.V. Out-of-home – Billboards/posters/bus/taxi Radio Print Paid press ads

Interactive billboards (NFC/LE targeting) Banner ads (PPC) YouTube Takeover & homepage take over Paid search Paid engagement (social media content)

Website Forums Live on app stores PR/Launch event Targeted SMS MMS texts


“Data will only become more important, especially targeting and measuring. If you think 10 years ago, no one would transact online, it just shows people need time to get used to change. Will see a convergence of online and offline data.� (Hanscomb, 2013)

The IMC plan to build awareness through contextual messages, by promoting customization of the Wallet for the consumer and will provide the consumer with clear understanding of how WEVE enriches their consumer experience through loyalty.


Joined up mobile

Thank you Q&A 21028547 - 21103675 - 21128899



WEVE IMC - CW2 - Branding PPT