Project Overview
April 25th 2015 marks the 100th anniversary of the ANZAC landings at Gallipoli.
Our task was to get Australians aware and involved in this important date, and to get 10,500 registrations to fill the places at Gallipolli to pay their respects to the brave men and women that have served their country.
Results were outstanding.
Due to demand, the campaign had to finish 1 month prior to the proposed end date as all spots were filled up; with mobile playing a considerable role, driving 20% of total sign ups.
Project Commissioner
Department of Veterans' Affairs
Project Creator
Team
Team Mnet
Project Brief
In 2015 we mark the 100th anniversary of the ANZAC landings at Gallipoli.
Our job was to get Australians involved, and get a glimpse into history to discover legends beyond the battlefields, experience their stories, follow their footsteps and remember their sacrifice.
To ensure Australians are aware that a fair, transparent and open ballot will be conducted for the 10,500 places that can be comfortably, safely and securely accommodated at the site; when the ballot opens and closes; the eligibility provisions of the ballot and how to apply.
Mobile was tasked to drive Awareness among Australians travelling, Australian Expats, Historians, Veterans and Academics.
Project Need
We were tasked with 2 things:
1. Reach the Target Audience across Mobile devices and communicate the event
2. Drive Action - ballot sign up
Our solution combined unique Media Targeting products with a strong, interactive, Mobile specific creative execution.
This successful combination captured the Audience and drove interaction where the Users were, without them leaving their page and content.
Our Rich HTML5 execution then expanded on interaction and allowed Sign Up, and leveraged native smartphone technology including Add to Calendar reminders to action at a later stage.
User Experience
Our fully integrated and innovative mobile campaign activity drove 20% of the site activity/sign ups when mobile was only 10% of the budget:
•Engagement rates delivered were double that of benchmarks 0.61% vs 0.30% (Bench Mark)
•The average dwell time in the page was extremely high at 3 minutes and 30 seconds.
•There was a total of 44,512 visitors to the landing pages, of which 36,547 were new visitors (20% of total site traffic).
Beyond campaign metrics, we successfully proved mobile was an effective channel to reach our Target Audience, engage them and to drive action.
Project Marketing
We used Targeted Media activity to drive Awareness of Gallipoli 2015 Ballot through a mix of 3 pillars:
1. Demo, Geo and Contextual Targeting
To ensure that we effectively hit our Target Audience, we applied a targeting filter of: P18-39 & Ppl40+. We also targeted UK IP visiting Australian sites to hit the expats and travellers and contextually targeted Arts & Humanities, History, Travel, News, Lifestyle and Culture environments.
2. Behavioural and Re-Targeting
We applied a level of behavioural targeting based on the users searched criteria’s to capture the right Audience and retargeted those who engaged with the banners but failed to sign up, to close the loop.
3. Performance Based Media
We optimised traffic and extended awareness to drive site traffic with standard banners that featured a strong Call to Action.
Project Privacy
Our project adheres to the best privacy practices, and all relevant Privacy laws and the Spam Act.
All interactions are User initiated, and are prompted to enter their details if/when required. All data is stored securely.
Tags
Best Mobile Marketing Campaign
This category recognises campaigns that use elements such as competitions, promotions & messaging to engage customers on the mobile channel exclusively.
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