TAGS: students / event marketing / shop traffic
To target students, and connect especially with first year students,
ABN AMRO and MTV introduced the TV program Pimp My Room. Students could
subscribe, and if they were lucky, their room got pimped.
To generate shop traffic to their local bank shops, ABN AMRO decided to implement Icemedia’s event marketing tool Shoot & Share around the Pimp My Room theme. It combines photo marketing on events with ordering personal Photo Postcards & Photo icecards.
CAMPAIGN FACTS
• At location: 21 cities / 8,000 photos taken
• Online: 40,000 unique visitors / 730,000 photos viewed
• Offline: 2,200 sets ordered / 27% of those photographed ordered
OBJECTIVES AND TARGET GROUP
• Reach first year students
• Generate shop traffic to local bank shops
• Data acquisition
• Stimulate sales of student packages
• Create long lasting brand experience, also after the event
CAMPAIGN SET UP
During
1.5 months photo teams in Pimp My Room clothing made digital photos of
first years students in 20 different student cities. This photograph
could be seen on a special photo gallery on the Internet.
Students
could order their Postcards and icecards with their own photo. The set
of cards could be picked up at the nearest ABN AMRO office. Picking up
the personal sets with cards ensures a positive contact moment and an
opportunity to explain the ABN AMRO proposition to the new students.
Students were reminded by email or phone to pick up their own set of
photo cards. Icemedia organized all aspects of this large scale cross
media campaign.
CAMPAIGN RESULTS
The
presence in 20 student cities of the dressed photograph teams ensured
good visibility and buzz for the Pimp My Room campaign. Photo marketing
worked very well as traffic driver to the Pimp My Room Internet site
and associated photo gallery. 8,000 students from 20 student cities
were photographed, of which almost 30% actually ordered their own set
of icecards or postcards with their own photo.
First
year students in the age between 17 and 26 years were reached. Most
students were 19 years old. The campaign generated a high amount of web
traffic, with a total of 40,000 unique visitors.
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