The Land Rover campaign is also the first to use AdMob iPhone ad to reach individuals of high net worth. The Land Rover has an iPhone Ad Store in the banner itself. This allows mobile phone users to type in the zip code and displays a map and directions to the nearest dealer.
Of the people who clicked on the ad Land Rover, 23% responded to at least one call to action on the page. 88% of users who saw the video, 9% entered your ZIP code to find a nearby Land Rover site, and 3% using the click-2-call to action, all of which were highly qualified. Of the 3% who clicked on the word through advertising, 50% of the calls that lasted more than 30 seconds and 20% of the calls lasted more than a minute.
In a recent article AdAge, Mariana Solano, communication director of publicity for Land Rover North America, said Land Rover initially began using mobile brand for marketing purposes, but quickly realized its potential for direct response. Therefore, when the time came to launch the Range Rover Sport, aimed at achieving its goal of consumption through rich Blackberries, and Treos iPhones. So far, the campaign has received 2.5 million impressions, clicks with a larger, the rate of 0.3% over the iPhone that the average 0.22% for the entire campaign. The Land Rover campaign, which has been in operation since late October, has recorded 400,000 impressions on iPhone with 1,100 users who enter their zip codes. According to Mrs Solano: "That is excellent results - that is important."
"Land Rover wanted to reach a specific target audience to promote the Range Rover Sport," said Joao Machado, Director of Media Online Associated Mediaedge: CIA. "AdMob brought the guidance and tools to help us realize the right of users on their mobile phones."
AdMob worked with interactive agency Mediaedge: CIA to define the parameters of guidance to reach a desired segment using a combination of mobile context, sites and devices. AdMob owned targeting technology draws on data collected from billions of ads used to optimize the publication of mobile ads. AdMob oriented approach was validated by primary research done with the mobile phone company M: Metrics in Q3 2007.
"Mediaedge and Land Rover contested AdMob to reach a specific set of customers with valuable functionality to exploit the context of mobile telephony." Says Tony Nethercutt, vice president of sales for AdMob. "This campaign demonstrates the power of mobile marketing to engage the customer in a highly interactive and personal way."
AdMob worked with Unicast to power a mobile website http://mobile.unicast.com/rangerover/ personalized page for Land Rover six-week advertising campaign. Users will be able to:
-- Stream or download a 15-second video of the 2007 Land Rover Sport driving experience
-- Click to initiate a telephone call from his mobile phone to schedule a test drive
-- Enter your zip code in a dealer
The campaign Land Rover is part of a larger campaign through television and the web. Mobile ads will run until the end of 2007.
