When British luxury phone maker Vertu wanted to raise brand awareness and promote its handcrafted Bentley Signature Touch phone which retails for an average of $17,100, it needed a highly targeted approach.
Location-based advertising expert YOOSE worked with agency, Mobin, to target potential customers in three Moscow airports with a Vertu ad. Over a three month period, the ad was viewed 47,706 and clicked 2,971 times, which amounts to an extraordinary 6.23% CTR.
Why was the campaign so successful?
Firstly, it was highly targeted; the three Moscow airports are frequented by an unusually high number of high-net worth and ultra high-net worth individuals who are Vertu’s target customers. Also, luxury goods are given a particularly high value in Moscow’s culture, which served to raise brand awareness amongst aspirational Vertu customers.
Secondly, the campaign used full screen banners which made the most of Vertu’s beautiful high resolution creative visuals enticing travellers to click through to the ad. Vertu’s integration of mobile in its creative strategy really paid off here as the quality of the visuals set the campaign apart.
Although there may not be many global consumers who can buy a phone with such an extraordinary price tag, this campaign’s extraordinary 6.23% CTR is another demonstration of the power of location-based advertising in targeting highly-specific mobile audiences.
YOOSE is the market leader in location-based advertising solutions in Asia-Pacific and Europe. An early pioneer in location-based technology, YOOSE has been delivering powerful campaigns for global brands since 2008. YOOSE understands how location-based technology is changing the way mobile consumers behave and interact with brands; it employs its deep expertise, wide experience and passion to help brands capture the opportunities that the rapidly evolving area of location-based advertising can bring.