Campaign by Out There Media drives shipments of stripped down Austrian phones.
Emporia manufactures handsets specifically aimed at the partially sighted, elderly and hard of hearing.
Devices such as the Emporia Life Plus comprise a large keyboard and display, emergency key and a simplified menu.
With a mobile penetration rate of 126.6 per cent in Austria, competition is tight – but Emporia saw a gap in the market, and opted for a mobile advertising campaign despite the apparent paradox of trying to sell a mobile through a mobile.
It hired Out There Media to develop a campaign that cut through the noise of a crowded market and alerted subscribers, most of whom already own phones.
Out There planned a promotion around Mother’s Day, encouraging recipients to ‘Make a gift on Mother’s day’ and thus reach its target market via family and friends.
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The campaign also included banner adverts on A1 Vodafone live! and a targeted SMS WAP-push message to A1 customers with age 35-50.
The targeted SMS campaign saw nine per cent of the target group following the link to the Vodafone live! portal. The click through rate to the Vodafone live! banner hit around 1.5 per cent
Following these results, Emporia saw mobile phone sales boosted by 17 per cent after one week.
Kerstin Trikalitis, Out There Media’s CEO, said: ‘This is a great example of targeted mobile advertising in action.
“Much like advertising in a fashion magazine, we believe that mobile adverts should be an enjoyable experience not considered as irrelevant spam. Targeted and appropriate campaigns, like for Emporia, prove that this can achieve great results”.
