mobilike'ın Renault Clio İçin Hazırladığı Mobil Rich Media Reklam Kampanyası

1. Renault & mobilike
Renault New Clio Campaign
From 07/12/2012 to 31/12/2012

2. Client Objectives and Goals Brand Logo
Client Briefing
 Introducing New Renault Clio by emphasizing
the new logo and the new brand position. Advertiser
 To change brand image from Megane into new
Renault S.A. is a
Renault Clio. French vehicle
 To attract attention New Renault Clio’s manufacturer
established in 1899.
features. The company produces
a range of cars and
 Organizing an interactive mobile ad campaign vans, and in the past,
that target audience is avaible. trucks, tractors, tanks,
buses/coaches and
mobilike Solution autorail vehicles.
 Using mobile Rich Media ad campaign to take
attention and increase the engagement.
 Creating a panel that users can experience the
features of the New Renault Clio and a platform
that users can take further information.
 Introducing users all the characteristics of New
Renault Clio within only one mobile campaign and
enable them to obtain information easily.
Cases – Thats how its done 2

3. Campaign Highlights
Campaign Highlights
 Rich Media campaign takes the users’ attention
with New Renault Clio when it appeared in the
iPad app’ and magazine’.
t
 Users can use the buttons to change the colour, to
look over interior and exterior design, R-Link
eA n v a e ua l
options and motor features of the car.
 It provides a high integration with the user’ by
turning the New Renault Clio in 360 degree and
changing the features of the car.
 With the customization button, users are directed
to Renault Clio web site and discover the car’s
customs.
 With Twitter and Facebook buttons, users could
shared their designs on the social media.
R
 Users take information about the New Renault
Clio by contributing their own style to the product.
Cases – Thats how its done 3

4. What Were the Results?
 New Renault Clio Rich Media campaign reached to 2.339.524 page impressions in all channels
t
l
u
a
n
e
R
Cases – Thats how its done 4

5. Campaign Effectiveness Analysis
Campaign Highlights
 Clicks via buttons
t
28.12.2012 31.12.2012
l
10,000 8,834
9,000 8,230
u
8,000 6,546
7,000 5,898 5,936 6,149
6,000 5,427
a
5,000 4,336 4,067 3,868 4,138
4,000 2,584
3,000 1,562 1,287
n
2,000 992 836
1,000
0
e
R
Clicks within mobilike network (in billions)
Cases – Thats how its done 5

6. Campaign Effectiveness Analysis
Campaign Highlights
 Average campaign interaction rates in iPad apps and magazines
t
28.12.2012 31.12.2012
l
45 41 sec 41 sec 40 sec
40 39 sec
u
35
a
30 27 sec
24 sec 25 sec
25 23 sec
n
20
15
e
10
R
5
0
News Sport TV Magazine
Interaction rates within mobilike network (seconds)
Cases – Thats how its done 6

7. Channel Performance Analysis
Average Impressions of the Campaign in Media Categories
 The campaign was held in 3 different app category channel which are news, sport, TV and different
t
iPad magazines
l
28.12.2012 31.12.2012
u
700,000
598,830
600,000
a
500,000 441,895
n
400,000
300,000
e
200,000 185,075
103,643 126,333
71,429
100,000 62,172
R
36,592
0
News Sport TV Magazine
Source: mobilike network
Cases – Thats how its done 7

8. Channel Performance Analysis
Total Impressions of the Campaign
t
l
2,500,000
u
2,000,000
a
1,500,000
n
2,339,524
1,000,000
e
1,568,101
500,000
R
0
28.12.2012 31.12.2012
Page Impressions within mobilike network (in million)
Cases – Thats how its done 8

9. Campaign Figures at a Glance
OS share of the campaign
t
 The campaign was held in iPad applications
l
and magazines
u
iPad magazine
38%
a
n
62%
e
iPad apps
R
Source: mobilike network
Cases – Thats how its done 9