About two years ago Porsche launched a marketing effort designed to let consumers know that their cars aren't as out of reach as they might believe. Seeking to reach a young, savvy audience, Porsche launched a mobile marketing campaign:
Porsche saw mobile as an opportunity because its customers are technologically savvy and always connected. The creative delivered a straightforward message of "You can own one, click to see how" or "Can you afford a Porsche? Just say "I can."
When users clicked through, they arrived at the "I Can" mobile site and could choose to see the various models and their prices. Traffic spiked on weekends, suggesting users were interacting with the brand as they went about shopping or test-driving vehicles.
The results were impressive:
Mobile delivered 22% of the entire digital campaign traffic, with a click-through rate that was up to six times better than online-display advertising. Mobile generated three times the volume to Porsche's call center than online, and twice as many dealer look-ups. The mobile site logged 40% higher visit rates to the model-pricing sections, compared to online.
Read more @ RCR Wireless