mobiu

Mobiu is a new information storage innovation from technology company, The Key Revolution. It's described as "a portable office solution which uses a unique SIM-enabled solution to enable access to files and applications from any online PC by connecting to a virtual, safe and private network". Simple eh?

the brief The first generation Mobiu product launched in the UK in 2008 – and The Key Revolution needed help selling it. Our challenge? To test the market and gain insight into the type(s) of consumer who might be interested in it. We also had to introduce the product to the trade in the mobile channel and IT reseller press.

To gain an understanding of the type of audience that would be interested in Mobiu, two strategies were employed.

Firstly, we concentrated on behavioural targeting. The first phases comprised a run of network and run of behaviour campaign, so we could see which segments were most responsive. The second phase involved selecting channels that best performed against those audiences, in order to optimise the campaign. This allowed Mobiu to target relevant groups in a relevant medium.

The second strategy involved targeting specific Technology and Business Channels within a different network, with those interested in technology and business likely to have the highest propensity to be interested in the product.

The behavioural targeting campaign produced results that showed interest from both corporate and consumer technology interest groups (no surprises there then). More surprisingly however, it showed us that those with a general interest in entertainment were also receptive to the product.

The best performing formats were banner ads, with a click through rate of 0.13% – four times the typical average for an online brand awareness campaign! The average click-through rate for the second phase improved almost four-fold, with a 0.84% click-through rate. In addition, advertising across specific technology and business channels with another network reaped response rates of 0.13% click through. Again, higher than the industry standard for this type of campaign.

All in all, the results showed us that there is an appetite for products like Mobiu among a wide group of people – from both a personal and business perspective.