The Central Park Hotel

Campaign Objective:

     • Create awareness about the change in menu at time after Time
     • Track the effectiveness of all the billboard and print ads
     • Drive interest of people in the new menu
     • Encourage footfalls

Client Details:

The Central Park Hotel, a four star luxury business hotel which also hosts three F&B outlets
     • Time After Time
     • Smoke on the water
     • Zanzibar

The Campaign was done for Time after Time which was revamped from a 24 hour lobby café to a 24 hour dining restaurant.

 

Process:

To fulfill the objectives, Mobikon provided The Central Park with a Short Code for pull based campaign and a Free Dial Number There were two billboards in two locations in the city put up in the duration of two weeks.

The short code provided by Konekt was integrated in one billboard and the Free Dial number in another. The communication read as 'SMS <TAT> <Your Name> to 5607077 to get an instant offer'.

Once a customer would message on the short code he/she would get an instant offer on mobile to taste the new menu. The data of the client (name, number) was also captured for further use.

The same followed suit with the Free Dial Campaign. A Free Dial Number (a call-action tool). Once a customer dialed the number, he would receive an instant offer.

Results:

The campaign resulted in 406 hits over a period of 1week. The total redemptions were 8.
This resulted in
     • Additional acquisition of 406 brand followers
     • Additional business of 102 covers for the week
     • 20 % ROI on the advertising expense

Comparative analysis of Campaign using Short Code and Free Dial In a span of a week, there were 34 redemptions, resulting in an additional business

above 1 Lakh . Free dial contributed to 9 % of the redemptions and the rest were through pull SMS by Short Code.

Campaign Summary:

Integrate Mobile with Traditional Campaign Media : Mobikon positively integrated mobile with traditional medium of advertising, thus generating real time leads

Maximum Utilization of the Media:

By integrating mobile on the billboard ads, a high return on the adverting expense was realized

Maximizing leads through Free Dial Number:

Used as a missed call alert service, Free dial feature generated maximum of leads resulting in.