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About us
MEC Adelaide has 25 talented and motivated professionals and is one of 250 offices in 84 countries.
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We are the first Active Engagement Agency, adopting a unifying approach that strengthens the relationship between consumers and brands.
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The MEC Adelaide Team
Peter Bucklow
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Australian media has become more complex so we have diversified our capabilities to combat the changing media landscape.
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MEC Adelaide
Level 1, 46 Fullarton Road, Norwood, SA 5067 T. +61 (08) 8366 4744
contact.adelaide@mecglobal.com
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Interstate Business Investment Opportunity
MEC Adelaide developed a highly targeted mobile advertising solution for the SA Department of Manufacturing, Innovation, Trade, Resources and Energy (DMITRE) to complement an online & outdoor campaign aimed at very high-level business decision makers in New South Wales and Victoria.
Invest in South Australia
The Challenge
The SA Department of Manufacturing, Innovation, Trade, Resources and Energy wanted to promote South Australia’s business investment attractions to key business decision-makers primarily in Melbourne and Sydney. The challenge was to reach and influence this elusive top-end audience particularly those in the key Defence, Mining and Clean Technology industries.
Our Insight
Mobile represented an opportunity to engage a very specific target audience on a one-to-one basis during their down-time, browsing business and finance related content on their smartphones.
Our Solution
With research from the US showing consumers trending towards initiating research on their mobiles and following up on their desktops/laptops at a later stage, targeted mobile banners linking to a cut-down mobile site (m.site) was identified as the ideal solution. The m.site drove users to watch a short promo-video while also giving them an opportunity to get more information on the key opportunities for investment and a direct click-to-call contact option.
Mobile banners were served on premium business and finance sections of Australia’s top mobile portals including News.com, Yahoo!7 and NineMSN. Based on the network provider’s user subscription data, only users with Blackberry’s or iPads/iPhones on Business Plans whose income exceeded $100K were served, reaching an exceptionally targeted, high-end business audience.
The Results
Mobile banners delivered a click-through rate for DMITRE up to 4-times that of the online banner campaign due to the quality of targeting and the clutter-free mobile environment. Furthermore, those users who clicked through were highly engaged with the m.site content. The following statistics were recorded:
- 23% of all m.site visitors viewed or downloaded the promotional video.
- 37% of all m.site visitors engaged with the site beyond the landing page.
- Impressively, almost 100 direct click-to-call actions were recorded during the campaign!
MEC is contracted to provide Master Media services to the South Australian Government. The response to this brief was provided within the context of that contract.
