BP’s mobile proximity marketing strategy, powered by Brandscape Marketing, demonstrated the power of mobile communication in the emerging economy at the first “Loxion Motorshow” held at Soweto’s prestigious Maponya Mall where more than 11,000 people visited the show. In fact there were so many visitors to the Loxion Motorshow that the BP Ultimate branded promotional staff were mobbed by people wanting to win instant prizes. The five BP Ultimate promoters engaged with the public, activating visitors’ mobile phone Bluetooth or infra-red and downloading rich media content directly to their handsets from their Hypertags.

BP Ultimate promoters were literally run off their feet to satisfy the crowds desire for free downloads of branded wallpapers, ringtones and instant prize vouchers.

“Although the UK proximity market is thought to be ahead of other parts of the world South Africa is the only territory where the theoretical capacity of the Hypertag has been tested beyond its limits in the field. As expected, it was more than able to cope with the campaign demand. Whilst the UK is by no means our most reserved territory I have clients here who would welcome the challenge of downloading 188 pieces of content per Hypertag, per hour!” commented Elaine Haines, Commercial Director, Hypertag UK. Over the promotional period of the campaign there were over 7,500 audience alerts (“Would you like to download content from BP Ultimate?”) with 4,278 requesting downloads from the Hypertags, equating to a 56.7% conversion rate. The average rate of downloads per hour, per promoter was 79.9 with the top promoter averaging at a staggering 103.7, with a best hour of 188 downloads.

The results achieved by BP Ultimate and Brandscape at the Loxion Motorshow outshone those of the very successful BP Ultimate MPH08 Show where a download conversion rate of 46% was achieved over the promotional period. “Brandscape have built on the platform created for BP at the BP Ultimate sponsored MPH08 show, driving it into the emerging market while continuing to create the emotional touch-points that are relevant to the market. This is part of a longer campaign that continues to add value to the digital assets created for BP at MPH over the past two years,” says Damian Hardy, MD, Brandscape Marketing Pty Limited. Brandscape know that great content is the key to the consumers on-going brand engagement.

However, the initial content delivery experience is crucial as, in today’s mobile consumer market, first impressions really count. This is where Hypertag is in a league of its own; it’s visual, can be worn by promoters, delivers free rich media content including video, MP3, animated wallpaper, and 2D barcode vouchers directly to over 800 handset makes and models uniquely using Bluetooth or infra-red. “Knowing how to use these communication platforms to their maximum effect and advantage is the challenge that brand marketers must face. Brands deciding to use Bluetooth to engage their target market should beware of broadcast-blasting in the euphemistic ‘zone’ with low value content as this will ultimately damage a brand rather than add value,” says Gordon Parkin, Creative Director, Brandscape Marketing Pty Limited. “The images and results from the Lexion Motor Show are testament to just how engaging and effective Brandscape is, when implementing a campaign using Hypertag. Brand marketing is no longer a spectator sport, it’s now a contact sport!” In the past 18 months Brandscape Marketing has successfully implemented more than 35 campaigns in South Africa, Zambia, Kenya, Swaziland, Tanzania and Lesotho using mobile and online content delivery.

About Brandscape
Brandscape Proximity Marketing Solutions offer marketers innovative and personal ways of communicating, interacting and rewarding individual consumers directly to their mobile phones. Rich media content is sent, at no charge to the recipient, via Bluetooth and infrared that starts a permission-based conversation benefiting both brand and consumer. Mobile tickets and vouchers are delivered by SMS, MMS, WAP or via Bluetooth with Hypertag® and redeemed online with Brandpoint scanners. Brandscape partners with clients to create effective, intelligent, hard working consumer activation campaigns for mobile proximity marketing. Activation results are measurable and accountable.

Brandscape is the South African business partner to Hypertag® UK, This partnership affords local clients access to global technologies, best practice, support and expertise.

About Hypertag
Hypertag created the Proximity Marketing industry (commonly referred to as Bluetooth Marketing) in 2001. Hypertag is the most experienced provider in the industry, and since it pioneered using technologies like Bluetooth as a wireless marketing channel, the company has gone on to run over 320 successful campaigns in over 34 countries. Hypertag brings the benefits of digital to out-of-home and experiential marketing. It works with the world’s top brands to achieve fully measurable results again and again. Hypertag is the Proximity Marketing solution that the top tier advertisers choose, and Hypertag’s clients include Coca-Cola, Nike, Unilever, HSBC, BP, O2 and CNN. For more information on Hypertag please visit our showcase.