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How Ciba Vision's Turkish Division Leveraged SMS to Drive Sales
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PrintThe makers of Ciba Vision products in Turkey devised a dual-purpose technological campaign to increase sales of their fashion eye wear to young adults, and to establish brand loyalty among that demographic. An essential element of the campaign was development of a new infrastructure to replace traditional enticements of coupons and courtesy checks with a technological version, to draw the targeted audience to brand sales outlets.
Consumers signaled their interest in participating by entering their name and residential location via SMS, and received immediate response messages on their mobile phone. This included details of the nearest Ciba Vision sales outlet, and a mobile barcode that could be read by special barcode scanners installed in all Ciba Vision stores. Once scanned, the barcode served as a digital coupon which entered participants in contest pools to win Turkcell airtime credits.
This campaign became the company's most successful mobile barcode promotion, garnering new-customer sales at 68 locations throughout Turkey. Ciba Vision effectively directed their brand sales strategy -- via the digital realm -- using a method designed to appeal to the youth market. Additionally, the campaign inspired a new-found enthusiasm among dealers which lent itself to in-store excitement and increased sales, as well as greater customer satisfaction and loyalty.
- Ciba Vision Case Study, Mobile Marketing Association, http://www.mmaglobal.com/studies/ciba-vision-electric-agency
Learn More: Read additional case studies featured on Living the Path.