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MUMBAI: Cafe Coffee Day is one of the first brands in India to experiment with location based advertising on a mobile platform called Ovi. It‘s a unique platform that is rolling out a pilot for only three brands in India (Dominos, Cafe Coffee Day and ICIC Bank) have done. The main idea is to target customers based on their location and drive them to their nearest Caf? Coffee Day outlet.
If you have a Nokia phone above N97, then just by clicking the weather or Events page, you will see this ad. On clicking on the ad, the user is given two options, ‘click2web‘ which takes the user to our facebook page and ‘click2route‘ which directs them to their nearest CCD. This is an exclusive pilot and the first ever location based ad targeting on phone by Nokia. It‘s a unique platform that only three brands in India (Dominos, Caf? Coffee Day and ICIC Bank) have experimented.
This campaign started yesterday and we‘ve had 7% click through rate. About 3,702 impressions were served on the first day and about 263 users clicked to see the ad out of which 73 looked at the map to go to their nearest CCD and about 30 landed on our Facebook Page. This is a two month pilot and a touted to be a remarkable way to target our customers.
