8 May 2012

South Africa: AVBOB Cashback Funeral Product Launch

Mobi/SMS campaign, linking to conventional media, increases lead generation by more than 1 500%

When AVBOB Mutual Assurance Society introduced its cashback funeral product, the agency recommended a lead generation campaign embracing digital technology and created an integrated campaign using TV, print, SMS and MMS elements.

The campaign, which ran for three weeks recently, achieved phenomenal lead generation results.

Non-MMS enabled prospects, sourced from profiled rented databases, were contacted via SMS and led to a Mobi Prequalify page or to an Automated Voice Message (AVM). Suitably enabled prospects received an MMS containing the audio track from the TV commercial with a link through to the Mobi site.

The success of the campaign is borne out by the fact that qualified leads increased by 1 532% over the previous month. But what was particularly exciting was how the mobile element contributed to that success - of the 40 216 qualified leads, almost 92% were generated by the mobile element of the campaign.

"Digital communication is an integral part of our daily lives with all of our clients," said Khotso Tilo, MD of The Agency.

Issued by: The Agency for Advertising and Marketing

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