Inalambria
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This document discusses a mobile marketing campaign conducted by Inalambria for Texaco in Colombia. The campaign involved customers receiving PIN codes with their gas purchase that could be texted to enter a prize draw. This helped increase Texaco's sales and brand awareness in a new digital channel. Though initially concerned, Texaco was pleased with the results and expanded the program to multiple countries in Latin America between 2008-2011, reaching millions of users. The campaign provided a cost-effective way to interact with customers and collect valuable data on consumption behaviors.
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Inalambria
- 1. The Texaco Case By Derechos Reservados. www.inalambria.com. Inalambria速 es una marca registrada de INALAMBRIA INTERNACIONAL.
- 2. INALAMBRIA Inalambria is a Colombian company that has focused on exploiting the potential of mobile phones as an integrated communication Page 2 channel for the last 8 years Derechos Reservados. www.inalambria.com. Inalambria速 es una marca registrada de INALAMBRIA INTERNACIONAL.
- 3. THE CASE Page 3 Derechos Reservados. www.inalambria.com. Inalambria速 es una marca registrada de INALAMBRIA INTERNACIONAL.
- 4. THE CASE THE IDEA STEP 1. Clients buy gas at their station. Page 4 Derechos Reservados. www.inalambria.com. Inalambria速 es una marca registrada de INALAMBRIA INTERNACIONAL.
- 5. THE CASE THE IDEA DFCVVHJK STEP 2. Customers are given a coupon with a PIN Page 5 Derechos Reservados. www.inalambria.com. Inalambria速 es una marca registrada de INALAMBRIA INTERNACIONAL.
- 6. THE CASE THE IDEA STEP 3. PIN sent as a text message. Reply message explaining the benefits of the product Page 6 Derechos Reservados. www.inalambria.com. Inalambria速 es una marca registrada de INALAMBRIA INTERNACIONAL.
- 7. THE CASE THE IDEA STEP 4. Prize Draw Page 7 Derechos Reservados. www.inalambria.com. Inalambria速 es una marca registrada de INALAMBRIA INTERNACIONAL.
- 8. THE CASE CONCERNS OF THE BRAND + Texaco is one of the Top 15 companies in the world + It is a very conservative company in terms of decision making + It is used to investing in traditional media not in new digital channels + The company had never made region-wide promotions or any marketing campaigns using new digital channels. + Colombia is a developing country. Is it ready? Page 8 Derechos Reservados. www.inalambria.com. Inalambria速 es una marca registrada de INALAMBRIA INTERNACIONAL.
- 9. THE CASE 1. Sales increased 2. Surprising results in the evaluation of Techrons Top Of Mind 3. It brought the brand closer to its users 4. It brought the brand closer to the dealers 5. Evaluation of consumption behavior 6. A database was built RESULTS Page 9 Derechos Reservados. www.inalambria.com. Inalambria速 es una marca registrada de INALAMBRIA INTERNACIONAL.
- 10. THE CASE 2011 Colombia Puerto Rico Dominican Republic Jamaica Caiman Islands Bahamas Barbados 2008 Panama El Salvador Colombia Guatemala Nicaragua REGIONAL SCALING-UP Page 10 Derechos Reservados. www.inalambria.com. Inalambria速 es una marca registrada de INALAMBRIA INTERNACIONAL.
- 11. THE CASE + Millions users interacting with the brand + Millions of registrations + In several countries, for a good part of the population, this has been their first approach and interaction with new technologies + There was an increase in sales and market-share participation in every country + This promotion is a continuous marketing study for the brand + Being a product that smells bad, the consumption of which is considered an expense and which benefits a brand from an oil multinational, none of which is naturally seen in a good light by the population, this promotion brings the brand closer to the clients. 2008 to 2011 Page 11 Derechos Reservados. www.inalambria.com. Inalambria速 es una marca registrada de INALAMBRIA INTERNACIONAL.
- 12. WHAT IS BIGPROMO ? Marketing Research DATA ANALYSIS CUSTOMER SOCIAL PRIZE Follow-up MONITORING SERVICE NETWORKS DRAWS Platform REDEEMING REDENCIO Interaction N Media Clients Product with code BRANDS GOALS Page 12 Derechos Reservados. www.inalambria.com. Inalambria速 es una marca registrada de INALAMBRIA INTERNACIONAL.