CAMPAIGN: THE PAVILIA HILL
CLIENT: NEW WORLD DEVELOPMENT COMPANY LIMITED
Background: In today’s digital age, mobile has become an essential platform for brands. However, leveraging mobile’s unique proposition of having one-on-one contact with consumers anytime and anywhere, and integrating it with traditional platforms such as TV and out-of-home media for an effective and optimised multichannel campaign is not easy.
The following New World Development Company Limited case is exemplary of such an integrated campaign. Established in 1970, property developer New World Development Company Limited has launched an enormous number of properties in Hong Kong’s competitive housing market.
Currently, the developer has many newly constructed luxury apartments for sale – and one of them is The Pavilia Hill. In addition to promoting The Pavilia Hill through traditional media, New World Development Company Limited hoped to further promote the property and strengthen customer relations through mobile. It decided to collaborate with Vpon, winner of Greater China’s Most Trusted Mobile Advertising Solutions award. The developer aimed to achieve its marketing objectives using Vpon’s big datadriven ad placement technologies.
• Reach wealthy consumers who are likely to purchase luxury apartments.
• Use digital creatives to deliver the “Serenity Above the City” lifestyle that The Pavilia Hill represents to catch potential customers’ eyeballs.
• Lead viewers of the ads to visit The Pavilia Hill showroom and hit sales targets. Strategy and execution: Using location-based technology: Mobile ads were placed targeting wealthy consumers who live and shop in Tsim Sha Tsui and districts on Hong Kong Island.
Revitalising the new living concept “Serenity Above the City” digitally: Well combined interactive visuals, serene background music, soft pace and artistic content in video. It was successful to capture their audiences eyeballs when they initially touched this advertisement and experienced the calmful atmosphere online. Adding interactive elements to the mobile ads: Three buttons were incorporated into the mobile full-page ads through which the viewer could add a showroom activity to his or her calendar, view the location of The Pavilia Hill on a map or call the showroom representatives.
Results: During the campaign period of more than 20 days, the full-page ads received an average of a 3.7% click-through rate, which is higher than the 1% to 2% click-through rate of a typical campaign. At its peak, the click rate of iOS users active on Tsim Sha Tsui and Hong Kong Island hit 10.1% and 12.4%. User participation: 2.5% of people who clicked the mobile ad checked out the showroom’s location on a mobile map app, nearly 2% of those people called to enquire about the apartments and about 1.5% of them added a showroom activity to their calendars. Behavioural data collected through the campaign can be used for optimising future mobile campaigns using look-alike modules, which could improve conversion rates by 130% to 170%. How look-alikes work: Deliver ads to users who are generally interested in property development ads from the same apps or target the same geographical areas frequented by people who had previously clicked on The Pavilia Hill mobile ads.