Cellcast calls up new audiences with targeted mobile offers

Introduction
The ability to target Microsoft Offers campaigns at both new and established audiences helped Cellcast Media to establish a broader market within Belgium for its downloads of mobile phone ringtones, logos and videos.

Creative solution

Cellcast Media designed its offer of free mobile downloads to appeal to an audience of young music lovers, reached through Microsoft Offers’ Music and Video category. By adding further reach through the Music and Books category, the company was able to expand its market – and establish the relevance of its product offering to a broader audience.

Results:

A compelling offer and bold targeting paid off: the click-through rates for both categories in Cellcast’s campaign were around 20 per cent higher than European averages.

Music and Video:

Opens: 7,194

Clicks: 4,023

Click-through rate: 55.92%

Music and books:

Opens: 5,105

Clicks: 2,403

Click-through rate: 47.1%