Putting mobile front and centre of customer engagement

Putting mobile front and centre of customer engagement
Littlewoods

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The UK’s economy has shown just 0.2 compound growth over the last three years according to a recent study by Barclays, which also observed that for the same period the online sector enjoyed an annual compound growth rate of over 11%. Or put another way; online business in the UK is growing 57 times faster than the economy as a whole.

With the same report finding that firms got a particular boost from smartphones with mobile sites or apps on average generating 27.8 per cent of revenue, it is not surprising that more and more marketing campaigns keep the mobile and digital channels front and centre of customer engagement.

In preparing for their Spring and Summer 2013 campaign, the first to be supported by TV since 2009, Littlewoods recognised that over a third of their online visits were via smartphone or tablet. So, creating an ad that was mobile friendly was crucial to their marketing strategy. They developed a dual screen interaction by incorporating audio recognition technology to engage their customers and deepen the interaction through all channels.

St Luke’s, the creative agency behind the ad, used ITV’s exclusive partnership with Shazam® to create an interactive campaign that reflected the Littlewood’s Touch positioning and offered customers the chance to win a holiday via a dedicated Littlewoods microsite. Their visit gave them access to exclusive footage from the ad and the soundtrack ‘Wonder’ by Naughty Boy featuring Emeli Sandé. The campaign runs through to June with outdoor, print and digital executions and is complemented by weekly product promotions via 10” and 30” spots on TV.

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