Home | Work | Out | Away100+ miles away from home, where a consumer may be traveling for business or pleasure.
Defining the Mobile Moment
Take advantage of the latest Moment of the Week, the Spring Break Moment, to reach those who are escaping the cold to have some fun in the sun.
The Mobile Moment in Action
Getting Spring Breakers to partake in an alcoholic beverage or two isn’t exactly challenging. It’s getting those partiers to choose your beverage over the abundance of options available that’s the real task at hand. So when a global beer brand tasked Aki to target Spring Breakers in the moments that matter most, we said bring on the beer bong!
In all seriousness, after a lengthy market research session (i.e., happy hour), the Aki team was able to bring Spring Break Moments to life for this notable beverage brand. With Aki’s Mobile Moment Insights, the brand was able to target Vacation Moments (when people are 100+ miles away from their home) and specifically hone in on influential micro-moments to influence eager partiers. Bar Moments, Beach Moments, Hotel Pool Moments and Concert Moments are just a few of the successful moments that drove the increase in brand awareness, engagement and purchase intent.
But the insights didn’t stop there. Aki’s multi-variable regression analysis provided the client with rich insights into not only the moments that delivered stronger performance, but also the pockets of demographics that performed higher while on spring break. F25-34 were more heavily engaged at the mall, M21-24 at gas stations and rest stops, and everyone was more likely to watch a video ad at the hotel while sitting around before heading out. These insights were then leveraged to create additional creative that was cycled into rotation immediately. Who said advertising couldn’t be nimble and that market research isn’t refreshing and oh, so delicious!
Did you know?
According to a 2015 survey by Orbitz-owned Cheaptickets.com, 50% of college students plan to travel somewhere warm for spring break. With over 20MM college students in the U.S, that’s a lot of potential Spring Breakers ready to guzzle whatever beverage comes to mind. Will it be yours?
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Ready to own your mobile moments? Contact us.