Challenge & Assignment: Slingbox – Slingbox was a new technology product that enables anyone to watch their own TV from any computer in the world. This exciting new technology would coin the phrase “place shifting” which enables consumers to shift the place of their TV viewing.
Strategy & Solution: In concert with their creative agency Hub Strategy, MoGo helped develop a Live Read radio strategy to convey real world examples of product usage to drive broad consumer acceptance by our M25-49 target. The campaign launched Slingbox with spot market radio and syndicated radio with Howard Stern and Jim Rome to effectively reach our M25-49 demo. The broadcast component ultimately included network, 17 spot markets and five Canadian provinces.
Results: MoGo consistently beat SQAD media rates by 22% which enabled Sling to save nearly 1,980,000 in media and add incremental markets and maximize their $9 million dollar annual broadcast media budget. MoGo Added Value components added an incremental 42% on average. A NovaQuant awareness study credited our radio campaigns as having the greatest impact on awareness and sales. Since its launch as a start-up, Slingbox has been a phenomenal success which consummated by its recent sale to by EchoStar/Dish Networks for $380 million.
Challenge & Assignment: Stopjunkmail.org SF Environment & the Bay Area Recycling Outreach Coalition hired MoGo to generate action and awareness for their Stop Junk Mail campaign. MoGo was tasked with beating the 2008 Cost Per Acquisition (download of the SJM Kit) of $19.15 per download at a 7% conversion rate. MoGo worked with BAYROC to define these success metrics that MoGo’s buys would be evaluated against.
Strategy & Solution: MoGo created an integrated online campaign utilizing online banners to drive consumers to the stopjunkmail.org website to download the Stop Junk Mail kit. Site visitors that did not download the kit at their initial visit were re-targeted to drive frequency of message to bring visitors back to the site for the kit download. MoGo created a custom site vertical that consisted of hundreds of local websites. Ads were targeted contextually, demographically and behaviorally.
Results: This campaign was an enormous success far exceeding our success metrics of prior year results. MoGo delivered 21,832,000 online impressions which generated 15,843 clicks. Of these 15,843 clicks 12,769 downloaded the Stop Junk mail kit at an 81% conversion rate. The Cost Per Acquisition was an incredibly efficient $2.15 per download. In addition to executing the Stop Junk Mail campaign, MoGo also executes the BAYROC I got My Bag conservation campaigns to encourage the use of reusable bags.
Challenge & Assignment: Jamba Juice MoGo was tasked by Swirl to execute a radio promotional campaign to help launch Jamba Juice’s Healthy Breakfast Challenge in key markets.
Strategy & Solution MoGo helped develop this multi-market campaign which included San Francisco, Los Angeles, Palm Springs, Riverside, Sacramento and Stockton and included 31 stations. MoGo negotiated added value in the form of on-air and on-line contesting, email marketing, on-air billboards and promotional announcements, couponing and on-site exposure at high profile station events, van hits at designated Jamba locations, specialty contests and exposure on stations’ websites via banners. The added value we negotiated matched the goals of the campaign which were to raise awareness for Jamba’s breakfast items by enhancing the overall frequency of the message and getting the product into listeners’ hands to try.
Results: The MoGo buy exceeded buying targets, over delivered in all markets including beating SQAD in Los Angeles by 20%. Added Value was posted at 38% of the buy delivering $367,900 in incremental value to the campaign. This campaign increased same store sales significantly.
