GIO does mobile for click-to-call success

Australia - A mobile campaign for GIO's CTP Insurance product developed by Starcom MediaVest Group has garnered almost 2,000 click-to-call requests from consumers from 11 May to 30 June 2008.

Starcom developed a mobile WAP site with users in NSW directed via mobile banners across the Telstra BigPond mobile network.

The acquisition objective was based on click-to-call volumes, where users who selected a click to call option were prompted to call GIO's call centre to obtain a quote. Further information could be sent directly to the users' email address if requested by entering their details. Mobile users were also asked to provide their ‘best safe driving tip' for the chance to win an iPod shuffle.

"The primary objective for this GIO CTP Insurance brief was to accelerate new business growth with a low price proposition while optimizing digital media to bring a quoting capability to the consumer's fingertips," Tammy Bowden, marketing advisor of GIO, said.

The campaign also achieved a cost per completed application over eight times more effective than all other benchmarked online activity, with 200 names and email addresses collected from consumers.

"The campaign highlighted the effectiveness of mobile to connect on a practical level through the course of the day to save consumers time shopping around for a competitive quote," Michael Briggs, senior digital planner of Starcom, said.