Berocca launches mobile-led consumer sampling campaign ‘BeroccaScope’ via Mobile Embrace
In a New Zealand first, Berocca in partnership with Mobile Embrace has created the first mobile-led consumer sampling campaign that uses the native functionality of the iPhone to deepen audience engagement and drive product trial.
The campaign also created via JWT NZ, commences with animated banners that click through to a dedicated campaign landing page, where users can, with just one click, sync a series of 28 daily calendar entries to their iphone. Each day at 8.48am the calendar will offer audiences a quirky and humorous ‘BeroccaScope’ mantra to guide their day. On day three of the daily calendar updates, consumers can also register to receive a free pack of Berocca to experience the product first-hand (limited stock available).
The campaign will run across m-sites and apps on Mobile Embrace’s premium local and global publishing partners including New Zealand Herald, The Radio Network and TVNZ.
Says Sarah Kavanagh, NZ national sales manager of 4th Screen Advertising at Mobile Embrace: “We worked closely with JWT to develop a mobile strategy that engaged audiences not only with the attributes of the Berocca brand, but the native functionality of the smartphone. By incorporating a complex calendar sync function we will be able to speak directly to, and humor Berocca’s audience each day throughout the campaign period using their most favoured device.”
Says Tom Mayson, senior brand manager Bayer New Zealand: “Mobile Embrace’s stand-out strategy fits perfectly with Bayer’s innovative thinking. We wanted a campaign that drove new levels of audience engagement and mobile proved to be the perfect medium to achieve our objectives. By populating iphone calendars with BeroccaScopes, we hope to enhance our audience’s day, just like a glass of Berocca.”
The BeroccaScopes creative will run across Mobile Embrace’s 4th Screen tier one premium publisher advertising network that includes premium m-site and app publishers, spanning the biggest sports (Sportmate), music (Shazam, Sound Hound), games apps (Rovio – Angry Birds) and media houses (APN – publisher of the New Zealand Herald, The Radio Network and TVNZ).
The BeroccaScopes messaging will also run simultaneously in a national radio campaign.
Mobile Embrace’s 4th Screen Advertising network provides leading brands with reliable, trusted advertising environments that protect them from undesirable brand associations that could occur when utilising a ‘blind network’ of uncontrolled or unknown advertising destinations. Mobile Embrace guarantees ad impressions on premium publishers, providing advertisers with the assurity of targeted and recognised environments.