The Challenge

Samsung wanted to promote the release of their new UltraTOUCH handset by interacting and engaging with their existing Australian mobile customer database. The challenge was to use both mobile and web components in order to notify & educate customers about the UltraTOUCH's many exciting features, whilst providing a positive and enjoyable brand experience along the way.

The Strategy

Mobile Embrace devised a competition whereby customers could win one of several Samsung UltraTOUCH's by answering a simple question that would drive the user to learn more about the handset.

To entice the customers to respond Mobile Embrace broadcasted targeted SMS messages to the database. The broadcasts directed customers (using short URLs) to go to a custom mobile site that contained more details about the competition, including the web address, and a list of the UltraTOUCH's features.

Once at the website, customers were required to fill out a short form, which would grant them entry into the competition. Samsung could then use this data capture to clean and update the database for future interaction.

The Result

Overall the campaign saw a very high participation percentage that was 3 to 4 times above the current industry average.

The entire campaign successfully captured a sizeable amount of Australian Samsung customers from the database, with an extremely low opt-out rate, when compared to industry standards.

An analysis of the entries received showed that Samsung customers have a positive brand affiliation and a passion for new mobile technology.

The Feedback

"Mobile embrace tailored a solution to fit us, as a client, which is something a lot of agencies cannot successfully do. The solution proposed by Mobile Embrace used a purpose-built mechanic which worked well and delivered a highly favorable result. Mobile Embrace took a database which was previously untouched, and produced a result which was above industry average."