4th annual competition "Czech direct"

Category:   New media - mobile marketing Position: 1st place Name: Motokarta Agency: MobilBonus Client: Motorola Team: Motorola - Radek Vychytil, Veronika Gruntová Ogilvy - Radek Báča MobilBonus -Lukáš Novák, Jiří Martinec BoomTisk - Marcela Zápotocká

Jury appraised the mobile marketing on this campaign. This was a part of a wide campaign which integrated TV, non-address distribution and the competition at the point of sale. The main target was to push the customer to test the mobile phone Motorola RAZR V3 and thereby to increase the meaning about the product and its sale. 10 days after the TV ad, which included a message that people soon find in their mail boxes a Motocard, was thanks to non-address mailing distributed 2,4 mil. pieces of Motocard die-cut in shape of Motorola RAZR V3 phone with unique competition code, which was produced by BOOM TISK powered by Boomailer. At 600 points of sale (all mobile operators and a large part of independent sellers) was for disposal racks with Motorola RAZR V3 phones. A member of the competition entered the code from the Motocard and his phone number and sent it into the system for checking. System immediately approved if the competitor won 100% discount for the Motorola RAZR V3 phone (there was 1000 phones to be won in the competition) or a melody (for everybody).

Campaign was realised from 10.10.2005 to 15.11.2005, a total amount of approved codes was 358.000 and a total number of competitors was 97.000. Volume of sale during the peak of campaign increased 8 times.