THE MOBILE POST-IT REMINDER

By way of mobile rich media, browsers were asked to select the date of their reminder from an expanded banner. Then, through HTML5 technology, the Post-it was automatically transferred directly into the browsers’ iPhone calendar as a reminder titled: 'Get a GIO Green Slip', (Compulsory Third-Party Insurance), complete with GIO’s contact details and an invitation to click to call or get a quote online. By providing utility and being ‘there’, we ensured GIO was the very first option considered when it was time to renew.

The results were outstanding, with the mobile Post-it notes delivering more than 4 times more calls per dollar spent, compared to the historically well regarded print campaign.

Within 3 weeks, we had over 35,000 people expanded the ads and 15% then engaged with the reminder unit. Over 6% of consumers added the reminder to their calendar and another 7% clicked through to the site with a 2.4% quote to conversion.

By the campaign’s end, the mobile Post-it note had delivered 71% of total calls and generated an effective Cost per Acquisition that was 75% lower than the print campaign.