Scorching heat will fuel your discount – interactive campaign
en | roWebsite
Description
Orange Romania aimed to conceive a type of campaign capable of managing the negative slopes of sezonality effects influencing the visits of traditional and online stores.
During summer time, the visits of online stores tend to decrease drastically and this has obvious consequences on sales figures.
The chosen approach, which at first sight seemed to be just another promotional campaign, managed not only to drive sales during this period, but also to creat positive buzz and awareness around the Orange Online Store.
Between the 17th of july and the 31st of August the campaign „ Scorching heat will fuel your discount” managed not only to invert undesired sezonality effects, but also to attach a new meaning to the object of constant complaint and discontent of the average romanian: „Luna lui cuptor”, which in translation means „the month of the oven”, reffering to August. This is the background which enabled the Orange Online Store to host a novel experience.
Thus, every degree above 25 degrees, which was used to serve as reference point throughout most of the campaigns duration, could be converted into a discount percentage point on mobile phones bought through the Orange Online Store.
At the end of the campaign, during 25-31 of August, the refernce temperature was lowered to 20 degrees celsius, thus enabling even larger discount percentages to the participants.
1. Briefing
In the summer time, the sales of the Orange Online Store are much lower compared to the rest of the year. ObjectivesMain Objectives To drive sales during the campaign. To increase awareness for the campaign „ Scorching heat will fuel your discount” in social media: blogs and social networks. To develop an interactive and entertaining instrument for the users. Secondary objectives Fiancial objective: optimizing the campaigns budget with the help of viral mechanisms Timeline: 16 July – 31 August 2009-10-20 |
2. Concept Main IdeaThe hotter outside, the greater the discount How it worksA comfortable temperature is 25 celsius degrees: let this reperesent the refference temperature. The difference between the outside temperature as measured by the Romanian Natianal Meterology Admnistration (http://www.meteoromania.ro/) and this reference temperature will represent the discount in percentages which clients of the Orange Online Store can benefit from.
Let’s say there are 35 degrees outside. This means that the discount ammounts to 10%. The outside temperature was updated every hour. Concept„ Scorching heat will fuel your discount”
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3. Strategy
„ Scorching heat will fuel your discount” With this idea as a starting point, various instruments have been developed to cover various online communication means Banners |
The user interaction scheme:
The 16th of july – campaign lanch date
„ Scorching heat will fuel your discount” was launched with tactical banners, explaining how the campaign works. The banners where displayed both on affluent romanian sites and on foreign weather forecast sites such as accuweather.com and weather.com, targeting Romanian users. Also important weather and news sites, price comparison engine sites and blogs where chosen to foster visual elements of the campaign and the brand.
23 Iulie - Google Adwords
The search component was innovatively implemented, with dynamic google search features, which where constantly updated in real time, according to the recorded temperature
5th of August – dynamic banner
The dynamic banner (nr.2 on the user interaction scheme), which could be transferred to social networks such as Facebook.com and Hi5.com was developed. It permitted the constant updated display of the temperature and the corresponding discount
MicroSite
The MicroSite (nr.4 on the user interaction scheme) was launched. On it the widget (nr.6 on the user interaction scheme), which had the same functionality as the banner (nr.2), could be installed. It could be installed as a widget on blogs, Facebook.com and Hi5.com.
http://www.lowebucharest.com/orange/LP/hi5.html
Desktop aplication Launch
The desktop application (nr.5 from scheme) was meant as an alternative to those who where not connected to social networks but still wanted to keep connected with the development of the discount.
http://www.lowebucharest.com/orange/LP/index.html
For those busy enough to not afford interacting with the instruments all the time, a presetable discount alert was introduced. Once the discount would reach the desired level, the user would get an alert.
„Now the discount ammounts to X%. Buy one of the products on special offer or any other product from the Orange Online Store.
17th of August – Widget Game
The widgets previously installed during 5th-17th of August where automatically replaced on the 17th of August with the Game Widget (nr.7 from scheme)
http://www.lowebucharest.com/orange/reducere-temperatura/joaca-te.html
There was no registration needed in order to play the game. After playing it, the user had the option of writing his name or the blogs name in the high score chart.
Both players and widget installers had benefits to collect.
There where no material prizes awarded. Instead, the the players could advertize their blogs or facebook names by achieving a good position in the charts.
The indirect message was: Promote your blog by installing this widget. The more visitors/players/points you have the more popular you will become.
The game was a key element to this campaign because, besides its interactive function it also had an informative one, theaching users how the discount works.
Key points: IF during the game a pause greater than 30 seconds was taken, the message of the campaign message would appear (the temperature/discount of the Orange Online Store). Also the message would appear after the ending of the game.
The ending of the campaign
48 hours before the campaigns ending the message that would kick in after the 30 second non interaction-time was replaced. It was replaced by one which would announce the ending of the campaign. After the ending we updated the game widget and the desktop application with an ending announcement message.
Analysis
An admin-software was installed to monitor the following:
- ammount of installed widgets and on which social media they where installed
- ammount desktop applications installed
- for the desktop application and the product widget: which products on special offer have been accessed and what discount was given at that time.
- Desktop application: how many users set the alert and which was the average alert set.
- Stats on temperature/discount on hours and days
Game widget / high score chart
- number of blogs, Hi5.com and Facebook.com profiles which installed the widget application
- how many players from each media (blogs, Hi5, Facebook)
- points obtained by payers
- total points on each media
- date of the registrtion in the chart
- game widget: if pressed: “play now”
- game widget: if completed first level
- game widget: if completed second level
- game widget: if name or blogs name was registered in the chart
The MiniSite was analyzed with Google Analytics
Results
Over 2 mil unique visitors on orange.ro
Among these 2 mil.: 1,1 mil unique visitors in the online store
The cost-free traffic generated by the widgets and the desktop application represented 14% extra value of the campaign total spendings.
The campaign took place on:
- 100 romanian sites
- Top 4 weather sites with .com domain, targeted especially for romanian users
- Top 10 blogs
- Yahoo channels
- Google Adwords
- Facebook.com
- Hi5.com
Unique Desktop installations: 582
Widget installations
- 46 blogs
- 96 widgets installed on Facebook.com
- 127 widgets installed on Hi5.com
Game widget: accessed 7191 times
The campaign was mentioned or reviewed on 72 distinct sites (blogs, news sites, etc)
Unique vistors minisite: 6,939
371 Referring sites
A total of 111, 093 clicks directet from all application to the Orange Online Shop.