Press release from Business Wire India
Source: Affle
Tuesday, November 23, 2010 04:02 PM IST (10:32 AM GMT)
Editors: General: Consumer interest, Entertainment, Lifestyle, People, Sports; Business: Advertising, PR & marketing, Automotives, Business services, Information technology, Media & entertainment, Retailers, Telecommunications; Technology; Automotive
--------------------------------------------------
Affle Clinches Two Prestigious MMA Global Awards For it's Path Breaking Mobile Marketing Campaign for Maruti Suzuki on Airtel
Campaign reaches to millions of mobile Users and delivers unprecedented engagement
New Delhi, Delhi, India, Tuesday, November 23, 2010 -- (Business Wire India) -- Mobile media leader, Affle, today announced that it has won the Mobile Marketing Association's(MMA) Global & Asia Pacific Mobile Marketing Awards, for the best use of mobile media for branding purposes. These awards were won for Affle's advertising for Maruti Suzuki, India's largest car maker, for a path breaking campaign which helped Maruti leverage sponsorship of top sporting events on airtel's mobile platform. To win this award, Affle documented a two-month campaign using multiple mobile media platforms like Affle's SMS2.0, Mobile Internet, Voice Portals & SMS advertising.
The campaign was a result of Affle, airtel and Maruti Suzuki's study of changing consumer behaviour, which showed a significant increase in the consumption of sports related content on the mobile phone. Taking this key factor into consideration a campaign to increase Maruti Suzuki's association with sports and to build greater affinity with its target audience on their medium of choice was created. The uniqueness, scale and results for this campaign ensured that it became the first Indian entry to win this award for the global category at the MMA.
"We are very pleased to receive this global recognition from the MMA for our work with Maruti Suzuki," said Anuj Kumar, Executive Director (South Asia), Affle. "We have always believed that mobile is the new mass media, and if strategized & executed well, mobile campaigns can deliver significantly better results than other mass media. For this particular campaign we integrated the brand experience across multiple mobile touch points and ensured that the campaign reached to millions of users delivering unprecedented engagement levels. With over 1.2 Mn engagements, a 7% CTR (Click Through Rate), and over 33% increase in Top of Mind awareness, this campaign today stands as a great global case study on how mobile can be used effectively for brand building in a very scalable way"
"We are tremendously proud to have won this prestigious marketing award and delighted to have played a leadership role in the evangelising the use of mobile media in India," said Sunila Dhar, Asst. General Manager, Maruti Suzuki. "Sports has been an important genre of advertising and of great relevance to our TG. Combining sports with the digital medium has given us these stupendous results. We really value our partnership with Affle as they have always brought to us the most cutting edge mobile communication products and solutions which have helped us connect better with our target group. This particular campaign has been a great success for us as it helped build affinity & engagement with our target audience and was instrumental in helping us significantly up our Awareness & Top of Mind scores though a clutter breaking communication. We also received over 30,000 test drive requests as a result which was a clear bonus from this branding activity."
"It is now a well known fact that when it comes to innovation in mobile, the entire world is looking to the Asia Pacific region on how to do it right," said Rohit Dadwal, Managing Director, Mobile Marketing Association Asia Pacific Limited. "With a market and consumer environment that is conducive to tremendous growth in this field, the APAC region will continue to fascinate the world with its dazzling applications of mobile technology. Innovation in the region is being spearheaded by such technologically advanced markets such as Japan, Singapore, Hong Kong, South Korea etc. In addition, there are several developing nations that have growing populations and low PC penetration rates making mobile their primary choice for web access and related services."
"I am pleased to once again see such enthusiasm from our members in Asia Pacific to showcase their work at this global forum and I congratulate all the winners from the region. By facilitating such recognition for our regional leaders we hope to add further value to their business and contribute to their future success," Mr Dadwal added.
About Affle
Affle is a leading mobile media company with the R&D headquarters in Singapore and the Marketing headquarters in the US. Affle has consistently delivered innovations that enhance the user experience on mobile messaging and make mobile media a reality. Affle currently operates in Singapore, India, China, UK, USA, Indonesia, Australia, Thailand and Malaysia. Affle's shareholders include Microsoft & Itochu. To know more visit www.affle.com
About Bharti airtel Limited
Bharti airtel Limited is a leading global telecommunications company with operations in 19 countries across Asia and Africa. The company offers mobile voice & data services, fixed line, high speed broadband, IPTV, DTH, turnkey telecom solutions for enterprises and national & international long distance services to carriers. Bharti airtel has been ranked among the six best performing technology companies in the world by BusinessWeek. Bharti airtel had 200 million customers across its operations. To know more visit www.airtel.in
About the campaign - Affle & Airtel make Maruti Suzuki's sports sponsorship go mobile
This path-breaking campaign was executed by Affle & Maruti Suzuki in 2010 around two of the largest sporting events in India - The Indian Premier League for cricket and the FIFA World Cup for soccer. Details about the campaign could be found on the following link
http://125.21.241.77/wap/Maruti/Airtel_Affle_Maruti.swf
About the Mobile Marketing Association(MMA)
The Mobile Marketing Association (MMA) is the premier global non-profit trade association representing all players in the mobile marketing value chain. With more than 700 member companies, the MMA is an action-oriented organization with global focus, regional actions and local relevance. The MMA's primary focus is to establish mobile as an indispensable part of the marketing mix. The MMA works to promote, educate measure, guide and protect the mobile marketing industry worldwide. The MMA's global headquarters are located in the United States and it has regional chapters including North America (NA), Europe, Middle East and Africa (EMEA), Latin America (LATAM) and Asia Pacific (APAC) branches. For more information, please visit www.mmaglobal.com .
CONTACT DETAILS
Himanshu Verma, Affle, +65 92487850, himanshu@affle.com
KEYWORDS
CONSUMER, ENTERTAINMENT, LIFESTYLE, PEOPLE, SPORTS, MARKETING, AUTOMOTIVE, BUSINESS SERVICES, IT, MEDIA, RETAIL, TELECOMMUNICATIONS, TECHNOLOGY, AUTOMOTIVE
If you wish to change your Business Wire India selection please click on this link http://www.businesswireindia.com/media/news.asp and use your personal username and password to login.
Submit your press release at http://www.businesswireindia.com
No comments:
Post a Comment