Immowelt launches mobile portal with popular TV character – und O2

Stromberg, a callous yet sympathetic TV show character, has become widely known to viewers in Germany, and immowelt, one of Germany’s leading online estate agencies, made use of this figure for its new mobile portal immowelt.mobi. In collaboration with O2, something truly new was created: TV and video on the mobile channel.

Goal

Awareness and traffic for Immowelt’s newly created mobile portal immowelt.mobi were to be generated with a campaign.

Communication

What was new about the campaign were 20 exclusive clips from the TV show “Stromberg” made available by O2 in the Mobile TV Video Portal. The download was free of charge on the mobile campaign site of immowelt.de. Customers also had the option of selecting a version without adverts, which involved paying a fee.

The co-branded site was marketed using a variety of media channels: via SMS with a link, mobile banner ads on the O2 Active Portal, articles integrated online, O2 Newsletters and the O2 customer magazine.

Response

The resulting response rates greatly exceeded those from other O2 mobile marketing campaigns. The SMS/MMS proved particularly successful, with one out of every ten customers addressed having clicked through to the Stromberg site.