Introduction: B-Tech needed to enhance their corporate image by linking its corporate identity with the Plasystations3 and Sony brand in their Target audience mindset besides building interest in the company’s products and services amongst Class A, B+ target audience. The campaign was running for a period of 1 month during April 2007
Objectives: • Enhance B.Tech corporate image. • Increase awareness of PS3 to target audience of males between 13 – 44 years old with an interest in video games and entertainment. • Shift PC gamers attention to the PS3 • Generate site traffic. • Prepare the Target audience for trial and usage by informing them with Trials events schedule.
Campaign Execution: B.Tech chose MSN Messenger and hotmail for this campaign due to the fact that Their target Audience is living a second life over the internet medium and usually use the MSN messenger as a part of their daily routine life, Looking at the breakdown of the MSN Messenger demographics and number of users, it was very clear to them that this medium is the right one to optimize the overall media plan.
Results: The campaign ran for 1 month on MSN Messenger and Hotmail with over expected impressive results: • More than 42,687 Target audience clicks. • More than 1,950 Leads generated • Generated a total of 5.8 million Impressions with a click through rate of 0.73%
Feedback: Marketing research conducted by B.Tech showed a direct impact effect that increased the corporate image which was the primary objective behind the campaign.
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