Spanish Phone Operator Gains 200,000 Click-Throughs Per Month Using Microsoft Direct Response

Introduction

Mobile phone operator Yoigo launched in Spain in 2006. The brand wanted to make an immediate impact among its target audience. It planned to drive brand awareness and traffic to its website using a mix of display and direct response advertising. Since joining Microsoft Direct Response, Yoigo has seen click-throughs to the homepage reach 200,000 per month.

Campaign Objectives

• Make an immediate impact with the target audience
• Generate a high proportion of new customers through http://www.yoigo.com/
• Find an online direct response programme with high reach among the target market
• Gain a flexible pricing model to help optimise campaign effectiveness

Creative Execution

A series of skyscraper ads, banners, and rich-media message plus units (MPUs) were used across the Microsoft network to drive traffic to the Yoigo homepage. After a two-week trial period, Microsoft and Yoigo agreed an initial CPC and subsequently increased it to gain more impressions.

Results

By November 2007, click-throughs across the Microsoft network reached 200,000 per month. Looking ahead to 2008, Yoigo is keen to build on this figure. With the support of Microsoft, the brand hopes to increase click-throughs in some areas of the network to make its direct response advertising more effective.

Learn more about Microsoft Direct Response