A new product offering encouraging store visits and online search
Summary: For a brand needing to create excitement and interest over a new pre paid mobile product, Eye’s solution not only increased consideration for the brand, it drove people in store and generated online search too.
Challenge: With over a third likely to purchase a new handset in the next 6mths, this brand needed to target precincts where young adults congregate to generate interest and entice consumers to find out more.
Solution: Shop by Eye Portrait Digital, Static Eyelites & Entry Eyelites
Audience: 18-24yrs
Timing: October – November 2011
Country: Australia
Results:
Multiple touch points to drive awareness – 49% recalled the Shop by Eye campaign and awareness was 20% higher through use of static and digital solutions
Plant the seed for consideration - 66% would consider using the brand in the future after seeing the campaign
Direct consumers in store to play – 46% would visit a store where the product is available after seeing the campaign
Direct consumers online to learn - 37% would visit the website after seeing the campaign, and online search spiked during the campaign
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