eyeblaster case study se uses personalization to engage global campaign

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Sony Ericsson Uses Personalization to Engage Users & Drive Performance

Campaign Builds Relationships via 4-stage competition in 13 countries!

OverviewSony Ericsson aimed to engage with users with personal messages

based on their actual physical location in what are traditionally hard-to-

reach markets of Central Europe. The campaign aimed to demonstrate

the photo capabilities of the SE K550i phone.

The campaign was built around a competition to win a world trip for the entrant and four of their friends to participate in extreme

sports including Bungee jumping out of a helicopter over the Fjords of Norway to sand boarding in the deserts of Dubai.

Strategy & Media: MEC Interaction GS

Design: MEC & Saatchi DE

Publisher: MSN Multi-National

Interactive features: Global Campaign

Management; In-banner Games; Data Capture;

Photo upload; Dynamic Data via XML; Re-targeting;

1:1 Personalization; Behavioral sequencing

Target Markets: 13 countries across Central Europe

Campaign Details


Users would sign-up for the four-stage

challenge that would continue over 4 weeks.

Each week entrants needed to demonstrate

how they would prepare for one of the ‘extreme’

challenges and upload 5 related photos of their

preparations. For Jet Skiing in Venice users

could upload a picture of themselves on a bike

in a shower cubicle, for example. Other visitors

to the competition micro site would then vote

on who was the craziest – and the person with

the highest votes after 4 weeks would win the

competition.

After initial awareness, the primary hurdle of

the campaign was to get people to sign-up to

the challenge and then continue to participate

in each stage over subsequent weeks.

StrategyTo encourage continuous involvement with the competition, the ads would need to be personally relevant to each entrant based

on their status within the competition lifecycle. A sophisticated re-targeting process was thus developed, which also addressed

likely privacy concerns.

Sony Ericsson used Eyeblaster to deliver

personalized ads to the individual entrants based

on their physical location and what stage they

were at within the campaign lifecycle by combining

data from multiple digital channels including site-

side, email and display ads including desktop

communication applications.


The audience would be alerted to the campaign and encouraged to register either within the ad itself including photo upload, »or via click-through.

Registration would be confirmed via email and drive site visit to complete their profile registration. »Users would be alerted to each week’s challenge through a simple game and asked how they would prepare for each challenge »by submitting photos of themselves to the site.

Each week, the ads would either be personalised to their position in the competition lifecycle or with an additional personal »address if they had previously submitted their details.

Backed by an international competition, the prize would be an impressive world tour for the winner and 4 friends to experience »adrenalin-fuelled challenges.

TacticsThe campaign consisted of four ‘waves’, each one representing »a different color-coded challenge.

Each ad creative introduced the week’s competition, and »ended with a personalised call-to-action.

Flexible registration took place either within the banner or on »site and was further confirmed by email, including an option

to recommend a friend.

The ads remembered which stage the individuals were at »within the competition lifecycle.

User data was combined from tags on the various stages of »the micro site with multiple possible ad interactions.

Users were re-targeted across the MSN network, irrespective »of physical location, while being personally relevant to where

a user was within the competition life cycle.

Each week, the campaign delivered the correct behaviorally »sequenced message in the correct language from a choice of

800 possible creative executions.


ResultsThe campaign saw » 140,906 clicks from ads to the micro site (standard and adapted re-targeted ads).

28,110 » users visited the competition landing page and 2,551 logged into the competition.

5,213 » participants uploaded their photo from within the ads, 959 of which used the ‘send to a friend’ option

and recommended the competition through the adapted re-targeted ads

By the end of the fourth week, Sony Ericsson had » 56,309 impressions served continually at users being

re-targeted via the adverts

LessonsThe re-targeted ads offset the decline of clicks week-on-week – » making the ads personally relevant addressed the typical creative wear-out.The ads themselves enabled » a viral effect; send-to-friend was a perfect fit for communication channels afforded by the

competition.

The response to the campaign highlighted a new level of granularity, affording insights as to which countries would be most »likely to respond to personalised ads, give away personal data or upload photos, or share the brands message with friends.

The campaign sets a new benchmark for advertising effectiveness and an assurance for future advertisers considering »re-targeting to maximise media spend by influencing users through the purchase lifecycle across channels.

The ad also remembered who the user was and brought their name and photo back into the ad (if relevant) »or else it would show a generic retargeted ad to the more privacy conscious.

Once the person had completed each week’s challenge, subsequent messages for the remainder of the »week encouraged them to send to a friend to drive viral awareness.

eyeblaster case study se uses personalization to engage global campaign

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