IN BRIEF <
Starbucks and L'Oréal trial O2 location-based mobile
marketing in the UK Starbucks and L’Oréal are currently trialling a new location-based mobile marketing service from O2 in the UK that delivers target- ed and relevant SMS and MMS ads to consumers. The service, which is being tested for six months, is based on consumers opting in to receive relevant messages depending on their age, gender, interests and location. O2 said that with this launch, it immediately enables UK retailers and brands to reach over one million opted-in consumers on their mobile phones when they are in a mindset to make a purchase. The service uses location-based ‘geo-fencing’ technology. O2 customers initially register on O2 More and input details about their age, gender and interests. When these customers are found to be in a geo-fenced area owned by Starbucks, those interest- ed in food and drink receive an SMS offering them money off Starbucks VIA Ready Brew at a nearby branch. Those who are interested in beauty and are within a geo-fenced area owned by L’Oréal, meanwhile, receive an SMS offering buy one get one free on L’Oréal Elvive hair care range at Superdrug. The trial is the result of a partnership between O2 Media, O2’s mobile marketing arm, and Californian company, Placecast, which developed the geo-fencing platform and has successfully used it in the US. According to O2, 65pc of customers who were part of initial programmes run by Placecast in the US made a pur- chase as a result of an SMS and MMS, and 60pc of participants found the location-based messages to be ‘cool and innovative’. “The growth of location-based services will create a golden age for proximity marketing. It fuels a growing expectation among consumers for personalised advertising via their mobile phones that is directly relevant to their passions,” said Shaun Gregory, managing director of O2 Media. “The market potential here is huge – it has already had massive success in the USA.”
News round-up
■ Mobile operator 3 has pulled out of its title sponsorship deal with the Irish Open golf tournament.
■ Bravo Outdoor has retained CIE’s outdoor advertising contract in Ireland, which will be worth about €40m over a three-year duration.
■ RTÉ has secured the rights for comprehensive GAA Championship coverage for the next three seasons.
■ The national broadcaster has also struck a number of sponsorship deals.
MyHome.ie has signed up to sponsor dramatic reality show, Fade Street, while Irish Pride is sponsoring RTÉ 2FM’s Breakfast with Hector, Skoda Ireland has come in behind Ear to the Ground, and Safefood is sponsoring Operation Transformation.
■ The Topaz chain and O’Briens Wines in Sandymount have won the top awards in the Retail Excellence Ireland Awards.
■ Bewley’s and De Longhi have announced a marketing partnership to help electrical retailers in the coffee-at-home market.
■ Ogilvy & Mather has been appointed TV3’s communication partner. ■ Bacardi’s Electric Picnic activation has been shortlisted in the UK Festival Awards 2010.
■ CKSK picked up Eircom Spider Awards for its work with
HeinekenMusic.ie, and for the ‘Send A Ribbon’ campaign with Vhi.
Cannes Lions to honour effectiveness in 2011
The Cannes Lions International Advertising Festival will include an effectiveness category for the first time in 2011. The only entries eli- gible for consideration will be those that were shortlisted or won prizes at the 2010 awards.
The organisers of the festival said the Creative Effectiveness Lions will honour creativity that has shown a measurable and proven impact on a client’s business by affecting consumer behaviour, brand equity, sales, and, where identifiable, profit. Entries in the Cannes Creative Effectiveness category will be rewarded for strategy (25pc), idea (25pc) and results (50pc). The
entries will be judged as one, with no categories, and the awards will be Grand Prix and Creative Effectiveness Lions (no gold, silver or bronze). “With the introduction of the Cannes Creative Effectiveness
awards we aim to establish a direct correlation between creativity and effectiveness,” said Terry Savage, Festival chairman. “Cannes Lions has always been, and always will be, a festival of creativity, however now more than ever ROI is paramount to the client and it is important that we acknowledge and reward this but without los- ing the essence of Cannes Lions.”
Volume 4 Issue 4 2010 Marketing Age 17
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