Solid branding with web TV

To stand out in an industry where competition is tough and interest is low, Aller resorted to a high-pressure web TV campaign when Ice wanted to capture more mobile customers.

- Telecoms is an industry with very similar communications and products. Competition is generally tough, and in addition, mobile subscriptions are a low-interest product. This means that it can be challenging to "stand out" in the crowd," says Aleksander Hamm, Strategic Group Account Manager at Aller Media.

Split target in Easter campaign

To reach out to customers - both existing customers and those who are not yet Ice customers - Aller Media opted for an Easter campaign on web TV. Four films - each promoting a specific mobile phone on "Easter sale".

- The main objective of the campaign was to sell mobile subscriptions and the vehicle was a favorable offer on some of the most popular mobile phones. High advertising pressure and simple messages are required to get through with low-interest products such as mobile subscriptions, so web TV was a natural choice. It is a channel with a high level of attention, and the target group for web TV fits well with the users Ice wanted to attract.

Effective campaign measurement

The results of the four Easter films were clear: Both the knowledge and overall impression of Ice was significantly boosted.

- The results were great?

- Yes, the campaign measurement we carried out with Aller Innsikt shows that the campaign delivered very good results. We see significant improvements in important parameters such as knowledge, overall impression - and not least purchase intention. Among those who are in the market to buy a new mobile phone, far more say that they will now consider Ice after being exposed to the campaign.

- That means the campaign hit the mark, right?

- Using web TV was a natural part of the media mix when Ice decided to run the campaign in Aller's channels. And the results show that we managed to reach the right target group by using this particular format.

The figures from Aller Innsikt also show that in addition to having managed to influence those in the market to buy a new mobile phone, far more people were aware of Ice after the campaign and were therefore able to evaluate the brand.

- Aller Innsikt is committed to measuring the effects of campaigns in the largest industries. The fact that many more people were left with a positive impression of Ice after the campaign shows us that online video at Aller can build a brand in a good and effective way.