June 2009
Mobixell, a leading provider of mobile advertising solutions, has been selected by Play, a 3G operator in Poland, to deploy Mobixell’s Ad-It as the platform for its WAP channel. Play and Mobixell have trialled the new advertising service on Play’s WAP portal.
The campaign ran from March-April, during which time the operator ran 33 different advertising promotions, including a premium campaign designed by Ogilvy Poland to promote the new Motorola MotoROKR E8 handset.
The MotoROKR campaign is the first venture undertaken as a global partnership between digital marketing agency, OgilvyOne, and Mobixell. The campaign was implemented by OgilvyAction, the brand activation arm of the Ogilvy Group.
Mobixell is providing Play Mobile with a WAP Advertising solution powered by the Mobixell Ad-It platform, including: inventory management, trafficking, campaign management, business operation and the Ad Server functions. Ogilvy Poland designed the Motorola campaign which featured on the operator's WAP Portal and has generated an impressive Click Through Rate (CTR) of 4.3% on average, reaching 13% at its highest.
Motorola's Director of Marketing for Central Europe, Malgorzata Matusiewicz said, "We are extremely excited about the dramatic results achieved by our new music phone campaign. We are already using mobile advertising as part of our ongoing marketing mix for product promotions."
Jonathan MacDonald, Senior Advertising Consultant at OgilvyOne added, "Such results will naturally encourage other advertisers to consider diverting part of their digital campaign budget into mobile campaigns, as proving Return on Investment (ROI) from ad campaigns is becoming more important than ever in these uncertain economic times."
According to Avichai Levy, EVP Marketing at Mobixell, "The next stage of the campaign might involve extending the variety of adverts from WAP banners to include SMS, MMS and video advertising. Given the exceptional results of the WAP adverts in Play, we look forward to seeing the results of multi-media, cross-channel adverts. We hope to have this opportunity with Play Mobile and its active and dynamic customer base."
PR Officer of Play, Marcin Gruszka said, "Mobixell's solution enables us to measure and monitor our WAP inventory online and to see the impact of the campaign and compare it to alternative marketing approaches. This activity allows us to see huge potential for mobile advertising and new revenue streams, starting with WAP."
............................................................................
Read OGILVY ARTICLES on TAXI Design Network
Want to see what 24 hours of creative awesomeness look like? Click here.
This news message is supported by The Creative Finder, an online platform for photographers, illustrators, designers, and art directors to promote their portfolios towards new clients and collaborators. Creatives who wish to sign up for an account can save 10% off annual fees with promo code 'designtaxi'.
