Insight
Why is one of the most critically acclaimed smartphone brands not one of the bestselling?
HTC is arguably the most influential challenger mobile brand globally, built on foundations of authenticity, innovation and quality. Yet the majority of mobile owners tend to disregard these values when choosing a new product, continuing with a brand they know and trust rather than evaluating the product on its qualities alone.
While HTC has a pioneering award winning product offering, it lacks the brand recognition and financial muscle to challenge the goliath competition.
OMD’s objective was to increase interest in HTC’s flagship M9 handset device in an innovative, personal, engaging and impactful way to drive footfall into retail outlets and ultimately sales of the handset.
With so many marketing messages delivered to consumers every day, it’s more important than ever for brands to be ‘in the moment’ when it comes to their digital marketing message. That means delivering powerful messages in real time, that connect with people at the key moments when they reach for their smartphone or tablet to check the web or interact on social media.
This is moment marketing - the ability to instantly tailor your online advertising to what’s going on in the offline world.
Strategy
A proprietary moment marketing technology (TVTY) used in conjunction with Accuen’s programmatic buying system would enable HTC to automatically synchronise its digital marketing campaigns with the most relevant offline moments. Bolstering brand awareness, engagement and increase online campaign performance.
1. TV Boost - TV ads sync. Research shows that consumer interest in a TV ad occurs within 10 seconds of the ad being shown - TV Boost allowed HTC to instantly increase online ad spend around this key time. HTC’s M9 TV ads were detected by TVTY and used as a trigger to launch its online advertising campaigns in real-time to amplify reach and maximise impact with second screeners.
2. TV Conquest - Competitor TV ads sync. It also decided to be front of mind when HTC’s competitors’ ads were aired on TV. The TV Conquest trigger allowed HTC to launch digital advertising within seconds of a competitor ad going live. TVTY monitored HTC’s competitors’ TV ads and synchronised HTC online advertising campaigns with them in real-time to counter their effects and capture their audience.
3. Sport Sync - Champions League moments. Using its Sport sync feature, TVTY launched HTC’s online campaigns during the Champions League, of which HTC is a key sponsor. By doing so HTC was able to capitalise on the emotional moments that matter most to fans and further leverage its sponsorship of the competition.
Execution
Making the moments that matter: For HTC, these moments were during its TV ads and when its competitors’ TV ads were being aired. As HTC is also big sponsor of the UEFA Champions League, the campaign ran during key in-game moments. The campaign ran from 12th May – 15th June 2015 across the UK, France and Germany.
1. TV Boost - TV ads sync. TVTY monitored over 40 national broadcasters and detected over 400 HTC M9 TV ads. When the TV ads were on air, TVTY passed a signal to Accuen in real-time which automatically launched its programmatic display activity. Synced ads remained live for 15mins.
2. TV Conquest - Competitor TV ads sync. The TVTY platform currently monitors every TV ad, in real-time, across over 400 TV channels in 25 countries, using a combination of automated ‘video fingerprinting’ and human analysis. This is unique – other companies try and do this by just matching the audio of ad, this means the subtly of an on-screen cue is lost. For example, the same ad could have two different on-screen calls to action for very different electronic products. Over 5,000 competitor TV ads were detected.
3. Sport Sync - Champions League moments. TVTY launched HTC’s online campaigns in real-time during six specific in-game moments of the Champions League semi-finals and final. With the final alone having an estimated reach of 400 million engaged viewers, syncing campaigns at this time was a unique opportunity to engage with fans.
Results
Making moments matter as a strategy delivered real world results in the form of footfall into stores. The campaign drove a total of 57,293 people into a retail location – an uplift of 121%.
Brand Consideration increased by 20% and more than half of the users exposed to the campaign responded positively. Purchase intent increased by 10%.
The campaign beat most industry benchmarks across all markets. Results improved on previous HTC campaigns by 70% and highlighted the effectiveness a smart use of data in a combined media and creative approach.
It delivered a total of 79 million impressions with a conversion to website views of 3.63% which is 45% higher than the industry benchmark, and at final CPC 22% below the planned rate.
20% increase in web traffic through specific key selling point pages as well as an increase of 11% in their mobile sales YoY.