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The campaign was created to celebrate Foster's famous ‘No Worries’ attitude. In creating the campaign, Play searched for some of Britain’s most, and least, ‘No worries’ people, celebrities and places. More on Play's award winning campaign.Get your teeth into Bluetooth
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Gregor Isbister, managing director at Breeze Tech, explains how to reach consumers using Bluetooth technology.
Friday, 6 November 2009
Research from Orange, Microsoft and MTV all shows that Bluetooth usage is higher than mobile internet usage. However brands should tread carefully; it's important to ensure campaigns are executed with careful planning and consideration of the consumer experience. By following three golden rules, brands can effectively communicate with consumers using a completely free channel they know well.
Firstly, marketers must understand one key factor; consumers have to activate Bluetooth then accept the incoming offer to pull and download the content, so it’s not a ‘push’ technology as is often perceived. This means you have to engage consumers and ask them to do something in order to receive the content. Appreciating this is an absolute must, and makes the other key factors fall into place.
Recent research conducted by Microsoft and MTV shows (in Europe) 75 per cent of youth (base: 16-24 yr olds) 'Bluetooth stuff' to their friends and 60 per cent use the internet on their handsets. Recent UK research by Orange (base: all) shows 63 per cent use Bluetooth and 53 per cent use mobile internet.
Further Orange exposure research showed 81 per cent of mobile media users access the media once a week or more and the five most popular uses of mobile media were (in order):
1 - Picture MMS
2 - Bluetooth
3 - Playing games
4 - Using the internet
5 - Listening to music
In order to run a successful campaign you need the following three key factors:
1. A clear call to action
You need to inform consumers to turn on Bluetooth. Only around 10 per cent will have it turned on, so unless you’d like to miss 90 per cent of the audience you need to ask them to turn it on. It’s worth also noting that for those who do have Bluetooth turned on, if there is no signage telling them what the content is, they’ll most likely refuse it (as they won’t have a clue what it is – would you download a file when you don’t know who it’s from or what it is?). Also, if you do have Bluetooth turned on, it is very unlikely you would notice an offer to download content. On most phones there is no audible signal, so you would have to be staring at your phone when the offer comes in. Therefore, a call to action is essential to inform consumers of the activity and explain what content they can download.
2. The content must be relevant/informative/attractive to your target audience
Remember you’re asking people to take time out of their day, activate Bluetooth then download your message – if the content is not appealing they simply won’t bother. At the end of the day, they have to accept the message to pull it down.
3. The activity should be in a dwell area
Consumers are far more likely to stop what they are doing, activate Bluetooth and download your content if they have some spare time on their hands.
Where have campaigns failed in the past?
Campaigns have failed usually when they have been oversold by unscrupulous firms.
Exaggerated claims include:
Summary
When done well, the download figures can be huge. As a percentage the highest we’ve had is 86% downloading; however the above three key factors were effectively executed, meaning that we ensured near perfect conditions.
Where using Bluetooth works:
Real case study examples:
1. Alpha Romeo - Motor Show
Call to action: The consumer is sitting in a promotional car at the motor show; in the passenger seat a promo staff member is asking them to activate Bluetooth.
Relevant content: They had queued to sit in the car, so we can be sure they are interested in free wallpapers for their phone!
Dwell time: They are sitting in the car, so are a captive audience.
Of course not all campaigns have such perfect conditions. However, we always make sure our networks have a clear call to action (included in the price), good content and are in a dwell area. We also only charge per successful download so there is no wastage.
2. '3' Retail
Call to action: The customer walks in-store to a 3 shop after seeing a notice outside the store to receive a free exclusive download.
Relevant content: The viewer is a P. Diddy fan and is happy to wait and download his newest track.
Dwell time: At the back of the store in the Bluetooth zone, there are plenty of products on display to view while the track downloads.
3. Mainline Rail Networks
Call to action: A commuter is waiting for the platform of his train to come up on the screen.
Relevant content: While he waits he notices a free gaming application of space invaders - great entertainment for the commute home.
Dwell time: On average a commuter spends 26 minutes of dwelling time waiting for their train.
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Friday, 6 November 2009
Research from Orange, Microsoft and MTV all shows that Bluetooth usage is higher than mobile internet usage. However brands should tread carefully; it's important to ensure campaigns are executed with careful planning and consideration of the consumer experience. By following three golden rules, brands can effectively communicate with consumers using a completely free channel they know well.
Firstly, marketers must understand one key factor; consumers have to activate Bluetooth then accept the incoming offer to pull and download the content, so it’s not a ‘push’ technology as is often perceived. This means you have to engage consumers and ask them to do something in order to receive the content. Appreciating this is an absolute must, and makes the other key factors fall into place.
Recent research conducted by Microsoft and MTV shows (in Europe) 75 per cent of youth (base: 16-24 yr olds) 'Bluetooth stuff' to their friends and 60 per cent use the internet on their handsets. Recent UK research by Orange (base: all) shows 63 per cent use Bluetooth and 53 per cent use mobile internet.
Further Orange exposure research showed 81 per cent of mobile media users access the media once a week or more and the five most popular uses of mobile media were (in order):
1 - Picture MMS
2 - Bluetooth
3 - Playing games
4 - Using the internet
5 - Listening to music
In order to run a successful campaign you need the following three key factors:
1. A clear call to action
You need to inform consumers to turn on Bluetooth. Only around 10 per cent will have it turned on, so unless you’d like to miss 90 per cent of the audience you need to ask them to turn it on. It’s worth also noting that for those who do have Bluetooth turned on, if there is no signage telling them what the content is, they’ll most likely refuse it (as they won’t have a clue what it is – would you download a file when you don’t know who it’s from or what it is?). Also, if you do have Bluetooth turned on, it is very unlikely you would notice an offer to download content. On most phones there is no audible signal, so you would have to be staring at your phone when the offer comes in. Therefore, a call to action is essential to inform consumers of the activity and explain what content they can download.
2. The content must be relevant/informative/attractive to your target audience
Remember you’re asking people to take time out of their day, activate Bluetooth then download your message – if the content is not appealing they simply won’t bother. At the end of the day, they have to accept the message to pull it down.
- What works: a Prodigy mp3 track at a Prodigy concert.
- What won’t work : a Girls Aloud mp3 track at a Prodigy concert!
3. The activity should be in a dwell area
Consumers are far more likely to stop what they are doing, activate Bluetooth and download your content if they have some spare time on their hands.
- What works: when someone is waiting at an airport/sitting on a bus or train/waiting at a train station.
- What won’t work: when someone is walking down the street with friends/or any other area where they are doing something or are otherwise occupied.
Where have campaigns failed in the past?
Campaigns have failed usually when they have been oversold by unscrupulous firms.
Exaggerated claims include:
- Claim: “the range is 100m”. Reality: the range of a mobile phone is around 10-15m.
- Claim: “everyone has Bluetooth switched on”. Reality: around 10 per cent do (You require supporting signage).
- Claim: “the content gets pushed to the phone”. Reality: only an offer to download is sent to the phone - the user must opt to download the content.
Summary
When done well, the download figures can be huge. As a percentage the highest we’ve had is 86% downloading; however the above three key factors were effectively executed, meaning that we ensured near perfect conditions.
Where using Bluetooth works:
- Exhibitions
- Retail
- Transport
Real case study examples:
1. Alpha Romeo - Motor Show
Call to action: The consumer is sitting in a promotional car at the motor show; in the passenger seat a promo staff member is asking them to activate Bluetooth.
Relevant content: They had queued to sit in the car, so we can be sure they are interested in free wallpapers for their phone!
Dwell time: They are sitting in the car, so are a captive audience.
Of course not all campaigns have such perfect conditions. However, we always make sure our networks have a clear call to action (included in the price), good content and are in a dwell area. We also only charge per successful download so there is no wastage.
2. '3' Retail
Call to action: The customer walks in-store to a 3 shop after seeing a notice outside the store to receive a free exclusive download.
Relevant content: The viewer is a P. Diddy fan and is happy to wait and download his newest track.
Dwell time: At the back of the store in the Bluetooth zone, there are plenty of products on display to view while the track downloads.
3. Mainline Rail Networks
Call to action: A commuter is waiting for the platform of his train to come up on the screen.
Relevant content: While he waits he notices a free gaming application of space invaders - great entertainment for the commute home.
Dwell time: On average a commuter spends 26 minutes of dwelling time waiting for their train.
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