Case study is an ideal methodology when a holistic, in-depth investigation is needed. Case studies are particularly useful in depicting a holistic portrayal of a client's experiences and results regarding a campaign. For example, to evaluate the effectiveness of a campaign, including its strengths and weaknesses,

1. Virgin Money Case Study The role Mobile played in the campaign: Lead Role Virgin Money had various points of contact with their consumers via e-mailers, print and the Virgin Money Website. The call to action on these media was to phone the call centre for more information. Mobile played a lead role in this campaign integrating a call to action into Virgin Money’s existing media and systems allowing direct leads to the call centre.

3. Generating leads

5. Mobile Marketing: Mobile Website

7. How it Worked: V-live banners was served on the V-live portal. Consumers clicked on the banners and were taken straight through the mobile website.

9. Call me back – Fill in a form and we’ll call you.

10. Tell a friend – refer a friend.

11. Terms and Conditions – Static copyOnce users filled in the form a e-mail was send to the call centre with the lead’s detail in real time

12. Results:

13. ABSA Cellphone Banking Case Study The role Mobile played in the campaign: Lead Role Mobile played a lead role in this campaign. By using Absa Existing Database we converted existing Absa clients to sign up to Cellphone Banking.

14. Objectives: Increase uptake and penetration of Cellphone banking through education of current Absa bankers. Use existing Absa database as well as mobile media to drive awareness and education through recruitment. Strategy: Targeted campaign with pre-existing Absa database using mobile marketing. Drive awareness and traffic to site through Mobile Advertising to drive sign up. Tactics: Mobile Marketing - Messaging and Mobisite Mobile Media - Vodafone live Mobile Messaging - SMS, MMS and WAP push messaging

15. Measurement: Weekly tracking and measure uptake of cellphone banking during the campaign period. Messaging tracking - Cellphone banking subscribers - 48 hours post MMS, SMS and WAP push send. Mobisite tracking - hits and uptake. Key Campaign Measures: Number of new user sign up for Cellphone banking from Absa Database of targets. Conversion ratio from VLive and other referrals.

16. How it Worked: V-live banners was served on the V-live portal. Consumers clicked on the banners and were taken straight through the mobile website.

17. Wap Pushes:From the period of 23 May up until 2 July a series of bulk WAP Push messages were sent out. The table below shows in detail how many messages were sent out as well as the various statuses of these messages. In total 91 042 bulk messages were sent during this period. Absabank.mobi Click on link and go to site

18. Bulk MMS: MTN A total of 34 755 MMS’es went out to the MTN database between the period of 22 May to 09 June 2009. Out of the 34 755 messages that went out a total of 31 042 MMS’es were delivered and 3713 failed. Vodacom A total of 119 743 MMS’es went out to the Vodacom database between the periods of 22 May to 23 June 2009. Out of the 119 743 messages that went out a total of 97 316 MMS’es were delivered and 22 427 failed.

19. Mobi Site: The register link broke out to ABSA’s secure site: https://ib.absa.co. za

20. Results: Conversion Ratios: Bulk SMS WAP Push A total of 91 042 Bulk WAP Pushes went out on the period over the period of 23 May – 02 July. From these send the total conversion ration can be seen in a breakdown per send below; Bulk MMS Send: A total of 154 498 MMS’es went out on the period over the period of 22 May – 23 June. From these send the total conversion ration can be seen in a breakdown per send below; The current conversion ratio from Bulk Messaging to Mobi Site Entry stands at 37.35%.

21. Results: Mobi Site: Overlay: The overlay displayed below shows a graphical representation of hits to the Mobi Site along with all Medias used and messages that went out. Bulk WAP Push VLive! Bulk MMS 14% more sign ups

22. The role Mobile played in the campaign: Supporting Role Mobile played a supporting role in this campaign. The campaign was mainly driven by ATL and BTL, with the call to action to sms “puppy” into a short code and collect data in order to send puppy packs to consumers

25. Mobi site page hits

27. How it worked: THANK YOU PAGE: Upon completion the consumer had to click the “submit” button to send the details through and would then get redirected to the page where Pedigree would thank them for taking the time to complete the form. ENTER PAGE: This was the page that the consumer was presented with when clicking on the link that they received. LOG DETAILS PAGE: This was the page where users could enter their details to receive their free puppy pack.

28. Results: SMS CAMPAIGN: A total of 20421 entries were recorded between 15 August and 30 September. The highest recorded entries per day was 5508. WAP SITE: A total of 5220 entries were recorded between 15 August and 30 September. The highest recorded entries per day was 876. Conversion Ration: 25.5%