Adsmovil, leader in mobile advertising in Latin America and in the Hispanic market in the U.S., announced that the campaign for mobile advertising developed in Brazil for the new SBP “Noites Tanquilas” from Reckitt Benckiser, has been added the shortlist from Latin America for “The Smarties 2014” prize organized by the MMA, which recognizes the most innovative cases in marketing and mobile advertising at a global level.
The campaign for SBP “Noites Tranquilas” made by Adsmobil Brasil for mobile devices was selected as one of the finalists to win the prize in three categories: Cross Media Integration, Innovation and Cases based on location.
The advertising strategy for mobiles was designed by Adsmobil to promote the new electric repellant by Reckitt Benckiser in Brazil, which used geolocation, georeferencing (geofence) and technologies for behavioral targeting. Through these tools, the marketing campaign was able to reach smartphones and tablets to mothers over 25 years of age, who were on vacation and in or nearby the 3,025 supermarkets previously mapped, located by the beaches in Sao Paolo, Rio de Janeiro, and the northeast of Brazil.
The campaign was active from November 2013 to March 2014, gave more than 2 million impressions and generated more than 23,000 clicks on the announcer’s mobile website, with a Click-Through-Rate (CTR) average of 1.50%. Additionally, it also meant that it was the first campaign SBP organized to be deployed in mobile devices with geolocation, geofence and behavioral targeting, to deliver the message with higher accuracy to the target market, at the moment and time indicated.
“To be among those nominated for ‘The Smarties Prize’ is very gratifying for Adsmovil, and shows that we are performing a service that is relevant and has value to our announcers. It is one of the major recognitions that we can receive regards to our work,” said Alberto Pardo, CEO of Adsmovil. “The mobile strategy allowed us to take the message to the right consumer at a specified place and time” added Andrea Orsolon, Country Manager of Adsmovil Brazil, who also said, “this campaign surpassed all the goals, reaching a CTR five times higher than the last online campaign.” Adsmovil has been in the Brazilian market since 2012 and has more than 30 big announcers in this country. The company develops creative advertising campaigns and resources for mobiles, and brings mobile solutions that generate increasing interaction between brands and consumers in Latin America and the Hispanic markets in the U.S.
The Mobile Marketing Association (MMA) is a global organization that includes the biggest companies in the industry in mobile marketing and has around 800 members in over 50 countries. Among these companies are: brands, agencies, mobile technology platforms, media and operators. The Smarties Prize are organized by the MMA and recognized creativity and innovation in mobile marketing at an international level. The shortlist of this edition has approximately 100 campaigns, developed in 30 different countries. The winners will be unveiled on October 1st of this year in New York, as a closing ceremony for the “MMA SM2 Innovation Summit.”
See more: The Smarties 2014 LATAM Shortlist