| Title | 720 MOBILE MARKETING INNOVATION |
| Brand | HONG KONG TRADE DEVELOPMENT COUNCIL |
| Product / Service | INTERNATIONAL TRADE AND CONSUMER EXHIBITIONS |
| Category | A07. Best Use of Digital Media, Including Social Media, Mobile Phones, PDAs etc. |
| Entrant | CHERRYPICKS Hong Kong, HONG KONG |
| Entrant Company: | CHERRYPICKS Hong Kong, HONG KONG |
| Advertising Agency: | CHERRYPICKS Hong Kong, HONG KONG |
Credits | |
| Name | Company | Position |
|---|---|---|
| Jason Chiu | Cherrypicks | Chief Executive Officer |
| Vincci Pun | Cherrypicks | Manager, New Media |
| Stanley Yau | Cherrypicks | Project Manager, PMP |
| Joseph Chan | Cherrypicks | Manager |
Over 648,996 page views, 34,504 mobile application downloads and 20,631 trade buyer pre-registrations through the mobile site, with a show-up figure of 6,616. This successfully counters the global decline of trade fair business.
Meticulous design and execution of targeting strategies to target different audience for various exhibitions throughout the year: 1. Countries – SMS to inbound international roamers from 30 pre-selected countries 2. Locations – Location-based SMS to users in designated locations where: a) Jewellery companies concentrated (for Jewellery Show) b) Competing fairs held 3. Profile – SMS to users registered under corporate accounts 4. Devices – SMS to users using high-end devices (e.g. Blackberry, iPhone) 5. Interest – WAP and Application banner ads at HK carriers’ finance sub-portals and mobile application 6. Multimedia messenging - MMS to users interested in particular industry such as fashion 7. Shortcode – Print ads with shortcode “63900701” offering free m-coupons
Central to the strategy is a conveniently accessible mobile site and multiple platform smartphone apps which allow users to pre-register and receive serialized m-coupon admission tickets via mobile. Such m-coupons can be tracked upon show-up redemption. Hence, views, registrations and show-ups are fully measurable. Careful and creative strategies and technologies are employed to make targeting relevant. Besides, better targeting accuracy directly lowers acquisition cost. The solution can reach users in targeted ways that are impossible by traditional or other digital media. It is a 720 campaign with multiple mobile networks, targeting strategies and technologies to make the offer relevant and convenient. The solution gave birth to the first trade fair mobile site (http://hktdc.com/wap) across all mobile carriers in HK with m-coupon functions and ground-breaking precedent for waiving mobile data charges to users by all mobile carriers and fully compliance with the privacy law and Unsolicited Electronic Message Ordinance in HK