Passionate & Interactive since 1999

Marketing Campaign on Magazines – Reward Customers with Virtual Premium

April – June, 2007

Circle K 「OK網路賞」

“OK網路賞” is a fresh and exciting “Mobility”-centric retail interactive marketing and sales campaign for a product with over 1.5 million sales transactions per month. This program is designed and geared towards encouraging and promoting wireless data usage amongst Circle K shoppers. We are tying commerce (250+ store-wide convenience outlets) to content (support from many FMCG big name brands with virtual products and coupon redemption and special premiums).

The Program

Circle K Convenience Stores (HK) Limited has launched a marketing campaign -- “OK網路賞” for its magazine sales and promotion. During the campaign period, customers who buy any magazines at Circle K stores will be given a Premium Card (the current reward program is giving out tissue packs) which will entitle the customers to redeem various premium gifts either through the web portal (www.ok-fun.com) or from a mobile application (downloaded and installed onto the users’ handsets).

    
 

Duration

  • Premium card distribution period: Apr 30 – Jun 10, 2007
  • Premium download availability period: Apr 30 – Jun 30, 2007

Customer Requirement

  • Innovative reward mechanics, more advanced and flexible than the traditional physical premiums giveaway premiums
  • Attract & capture new generation customers (younger and going online)
  • Offering a wider range of premium selections to differentiate from competitors
  • Able to easily link up with different business partners to do joint promotions

Achievements

  • Developed a First-in-the-Market innovative virtual premium platform for retail chain store
  • Created an out-of-store mobile and Internet platform for customers’ easy access to select and redeem rewards 24 X 7
  • Tailor-made a mobile application as a convenience means for customers to browse, make selection and enjoy the redemptions anytime, anywhere via own mobile device
  • Capture valuable customers’ information for Circle K to better its products, services and premiums in the future

Market Recognition

          
 

Industry Award – Hong Kong ICT Awards 2007

   
Award Category
  • Best Ubiquitous Networking Award
Participating Stream
  • Digital Media Marketing Campaign – 
    Advertising, CRM, or other marketing/promotional campaigns that employ the use of Internet, mobile or wireless technologies to extend the market reach and effectiveness
Organizer
  • Hong Kong Wireless Technology Industry Association (WTIA)
Objective
of the Competition
  • To promote Hong Kong’s identity in providing quality mobile and wireless technology and application, anywhere, any time
  • To honor the best local mobile and wireless technology and application development
  • To promote the greater adoption of mobile and wireless technology in business and daily life
  • To encourage further mobile and wireless technology and application development with enhanced creativity, design and commercial value
  • To recognize convergence of internet, mobile and wireless technology in product and service marketing
 
 
 
 
 
 
 

Innovative Aspects

「OK網路賞」 is the first unique integrated “Brick & Click” marketing program organized by a convenient retail chain in Hong Kong.  It incorporates technology to the retail environment to bring excitement to customers. The program utilizes “One Platform” infrastructure that fits all now & future devices, such as PC, Mobile Phone, PPC, Blackberry, and most mobile devices.  It caters to all Telco via WiFi, mobile network and Internet Broadband.
 

Product and Service Features

  • A virtual premium redemption platform, including mobile and web interfaces production, for user registration, points accumulation, redemption mechanics and logistic, transaction history, etc.
  • A web-based management tool for premium management, transaction records, customer support and CRM reporting
  • Production of Mobile Games with convenient point submission function (winners get daily or weekly prizes)
  • Developed a RSS Feed Reader for users to view bookmarked news headlines and weather reports
  • Subscription-based service for weekly magazine content to be viewed on mobile devices
  • Provided online media planning and buying service for the client
  • Day-to-day Operation of the platform and premium gifts
  • Technical Support Hotline for answering customer enquiries
  • Premium and content partners sourcing and liaison
  • Reporting and data analysis

Mobile Games Interface