Globe's mobile advertising platform soars to new heights

MANILA, Philippines - My Rewards, My Globe Plus, the mobile advertising platform of Globe Telecom and Out There Media (OTM), continues to drive the success of some of the country’s biggest marketing campaigns by bringing advertising to a new level.

With $4 million worth of advertising commitments and 1.7 million opted-in subscribers three months after its launch in the Philippines, the mobile ads platform is playing an important role in the way top advertisers communicate with their target consumers.

Top brands such as Clear and Sunsilk saw the huge potential of the medium in creating consumer awareness and engagement, currently registering an average aggregate response rate of 33 percent, well above the global four to eight percent average and the one to three percent response rate from traditional media such as print, television and radio.

Two of the biggest haircare brands in the country, Clear and Sunsilk saw the huge potential in the use of mobile advertising in connecting with their target markets. Clear Shampoo’s Swap Challenge used mobile phones as a medium to send messages to the product’s target audience challenging them to swap their current anti-dandruff shampoo with Clear Anti-Dandruff Shampoo.

Sunsilk, on the other hand, intensified its Expert Makeover Promo with an aim to promote Sunsilk co-creations and drive traffic to the Sunsilk hair experts page on Facebook with a contest. The campaign engaged its target audience using an SMS dialogue, pointing to both the campaign’s page on Facebook and a mobile site where more information about the contest can be obtained. At present, the page is home to over 620,000 fans, where they can participate and share in the discussions, get expert advise on their hair problems, as well as a chance to win a trip to London, Tokyo or Paris. 

“Mobile advertising has become a very powerful medium in reaching our customers in a dialogue that recognizes their individuality and engages them more personally through their mobile phones. The numbers and therefore the opportunity that mobile as an advertising medium provide is simply staggering. Mobile devices are in the hands of nearly all consumers, around the clock and wherever they go. And because it’s so personal, they pay closer attention to mobile communications than any other media channel,” Unilever media director Ed Sunico said.

Sunico added that they are constantly looking for new ways to engage with their target audience. “Mobile is a critical emerging channel that is becoming increasingly important to our target group - so we want to be there. Given the huge potential of the m-ads platform, it is important that we start connecting with our target customers in new ways well beyond the tried and tested ways of the past. We are thankful for this partnership with Globe for giving us the opportunity to establish a closer relationship with our market,” he noted.