The mobile marketing firm, Puca has announced that it has completed a mobile phone based advertising campaign in Ireland, to launch the new Peugeot 207 motorcar. The campaign, which included billboard, mailing, press and radio advertising, encouraged target customers to download a link to a mobile internet website which they could view on their handset. It has resulted in a large volume of responses, and with 40% of respondents providing personal contact details, the campaign has proven to be very successful in generating test drives.
Peugeot is one of the first in Ireland to use mobile internet marketing and to integrate it across an entire campaign.
Vincent Delettre, CRM manager, Peugeot Ireland said, « The real advantage of mobile internet marketing was being able to introduce much more creativity, colour, interactivity and fun to our mobile marketing. The results have been very strong to date. They certainly justify our plan to allocate a larger proportion of our advertising budget to mobile. »
Puca has undertaken a number of surveys into the use of mobile marketing. Its latest research shows the Irish market for mobile marketing growing to EUR17 million, or 1% of the total advertising market in Ireland in 2007. P?forecasts this to grow very substantially to 5% of the total advertising market by 2010, with a value of over EUR100 million.
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