Award Winners’ Spotlight: Most Effective Retail Campaign

By David Murphy

IKEA and IMI Awards 2014

The deadline for the 2015 Effective Mobile Marketing Awards is now less than four weeks away. As the deadline approaches, we are turning the spotlight on one of last year’s winners each week, looking at what gave the winning entry the edge over the competition.

This week, our focus is on the Most Effective Retail Campaign, which was won by IKEA and its partners, IMImobile and LIDA, for a campaign designed to drive footfall into IKEA’s Dublin store.

The chosen medium for the campaign was SMS, owing to its much higher engagement rate, compared to email. Typically, 90 per cent of text messages are read by the recipient, usually within a few seconds of arriving on the phone, and engagement rates are six to eight times higher than email. It may be low-tech compared to some other mobile disciplines, but the simple truth is that SMS works.

The messaging campaign targeted members of the IKEA FAMILY loyalty program in IKEA’s then-newest store, in Dublin, encouraging them to visit the store and check out the new garden range. The FAMILY loyalty program has over 4.8m members in the UK and Ireland, over 250,000 of whom are in Dublin.

The message copy read: “Ease …read more

Source:: Mobile App News