Out There Media (OTM) together with Mindshare Vietnam and their “Spread the Love” campaign for Friso by Friesland Campina has been recognised as one of the Most Awarded Projects of 2016 in the recently released Lovely Mobile Report and Rankings. The campaign also won Gold at the MMA’s Smarties Vietnam 2016 and was honoured in the ‘Relationship Building / CRM’ category.
Trusted children’s nutrition brand, Friso, was looking to engage Vietnamese mothers and mothers-to-be in an efficient and effective way in an environment where government regulations ban ads of formula milk for children to mothers with kids under the age of two.
Given that 97% of these mothers own a mobile phone, OTM and Mindshare created an engaging mobile campaign reaching out to mothers and mothers-to-be inviting them to take part of a dynamic mobile survey.
Mothers were incentivised with top up credit on their phone and an engaging refer-a friend program. Clever, data-driven creative generated dynamic questions that changed as the child’s age or mother’s pregnancy due date were revealed.
The campaign achieved a consistent CTR of 11%, with more than half a million (unique users) mother’s reached with conversion KPIs exceeding industry average KPI and initial KPI set by the brand by 18 times.
Kerstin Trikalitis, CEO of Out There Media, who was highlighted as a leader in the mobile industry according to the report, commented: “We are absolutely thrilled to be further recognised alongside Mindshare for this incredibly successful campaign. To receive such accolades for this campaign and Out There Media is a real testament to the quality of the work being produced together with our clients and partners.”
Commenting on winning Gold at the MMA’s Smarties Vietnam, Roopa Dhawan, Leader Mindshare Vietnam commented: “This award is a testimony of our Mobile first practice that Mindshare has taken forward for all our clients in Vietnam. Delivering performance is the best form of success and this partnership with Out there Media has proven that along with creativity, we are able to fuse rich insights and client data to deliver breakthrough work for the brands that we serve.”
Mark Voncken, Marketing Director of FrieslandCampina Vietnam shared: “FrieslandCampina Vietnam has achieved positive results in application of mobile marketing and these awards (5 Smarties Awards) are significant achievements for our effort in reaching consumers. Over the past decade, Vietnamese people have changed the way they consume and interact with media. We decided it was time that FrieslandCampina Vietnam changed the way to connect with consumers. With more than 72% of Vietnamese people owning smartphones — the same rate as the US and up from 55% last year — it was clear that mobile was going to play a big part in this effort. In the coming time, we will continue to lead with digital as a core part of our strategy to connect with consumers at the right time, with the right content.”
Out There Media was selected as one of the top five “independent mobile advertising and technology companies doing notable work in the world of Mobile Marketing,” and also recognized as one of the most awarded companies of 2016, according to the Lovely Mobile Report and Rankings released in March of 2017.
The report and rankings is a look back and celebration of Mobile Marketing done in 2016.
It is a result of a year-long research done by Lovely Mobile News, analyzing the performance of various projects, agencies and brands in the major, global awards programs. The awards programs covered by for this report includes the likes of: The Cannes Lions; MMA Smarties; The Drum MOMAs; D&AD; etc.
The full Lovely Mobile Report and Rankings can be downloaded from here.
Source: Out There Media