A unique project undertaken by Levira and Coop Estonia which allowed TV viewers to see direct mail offers and participate in a consumer campaign directly with their TV remote, when leaving their contact number with the TV set, has proved a resounding success.
According to Levira, the results of this new and measurable advertising format were bigger than its most optimistic expectations: every third of those who opened the Coop offers, left their mobile number with the remote directly on the screen.
Commenting on the project, Andres Tarto, its leader and Estonian HbbTV content and product manager, said: “This extremely high (30%) interaction rate exceeds many times an average web campaign and shows clearly that TV-users are more than ready to use the remote not only for changing channels, but participating in various kind of events and call-to-actions. The figures are so good also because the quite long daily contact with TV and because the offers were conveniently visible from the same place”.
Andres Lember, marketing director of Coop Estonia, added: “Coop is constantly focused on innovation and looking for a new ways of better customer relationship; one of them is to seek for a new type of marketing solutions”.
