Menu

January 2016

lycamobile_2

Lycamobile Increase Their Student Appeal

Lycamobile is one of the world’s leading international pay-as-you-go mobile brands, serving over 12 million customers across 17 countries and welcoming a new customer every 2 seconds. In the spring of 2014, Lycamobile approached BAM to help facilitate a significant marketing campaign targeted at the UK student market. The campaign objectives were three-fold:

1) Raise awareness of the Lycamobile brand within the UK student market
2) Educate students about Lycamobile’s offering to students studying at UK universities
3) Drive the number of activations of Lycamobile’s pay-as-you go SIM cards, surpassing the previous year’s results

Approach:

Working in partnership with Lycamobile, BAM conducted a strategic whiteboard session with key Lyca personnel at BAM HQ. The session was designed to hone Lycamobile’s proposition and appeal to students, whilst identifying potential channels aimed at maximising reach.

It was important for Lycamobile to create ‘quality engagements’, educating a mass student audience face-to-face fast. The competition for mobile services is rife within the student sector, consequently it was crucial to target students before and during the start of the university term in order to gain traction.

University Freshers’ Fairs were identified as a key channel to get Lycamobile face-to-face in front of a mass student audience quickly. Together we identified and targeted strategic universities with high student numbers in order to focus the budget and maximise our ‘bang for the buck’.

BAM planned and booked the entire campaign. Using our strong relationships with universities and Student’s Unions across the UK we were able to plan and book attendance at over 50 university Freshers’ Fairs and events cost-effectively and hassle-free.

Results:

The campaign achieved several thousand ‘quality engagements’ with students across the UK, significantly increasing ROI in comparison to previous years. A summary of the results include:

  • Reached over 150,000 students ‘face-to-face’ within a three week window
  • Created several thousand ‘quality engagements’ with students, educating them on Lycamobile’s offering
  • Significantly increased ROI by over 100%, more than doubling the number of pay-as-you-go SIM card activations in comparison to the previous year despite reducing media spend by 30%

Testimonial:

“The BAM team helped deliver excellent results whilst providing a very helpful and friendly service. We would highly recommend BAM to any company wishing to run a student-focused marketing campaign.” –Lycamobile

football_manager2

Sports Interactive Digital Youth campaign

Sports Interactive is the creative studio behind the well-known Football Manager gaming series. In the summer of 2014, Sports Interactive approached BAM to help strategise and execute a marketing campaign to support the release of its latest edition in November. The campaign needed to generate further brand awareness and encourage new gamers within the UK student market. SI Games set BAM the following key campaign objectives:

1. Raise awareness of the Football Manager brand within the UK student market
2. Drive students online to the free FM15 demo download

Approach:

Based on the campaign objectives and BAM’s experience of driving student awareness to online products, the key route to BAM’s success was the use of a range of digital channels to increase student reach. Using the team’s vast knowledge of suppliers, a range of highly popular and engaging student and sports related websites, as well as social media channels were selected to raise awareness and drive traffic to the FM15 demo download page.

In collaboration with SI Games, BAM developed a variety of shareable online content articles and banners that would raise awareness of the free demo. This was driven across a range of digital platforms including social media, email, mobile and websites, to reach a student audience of over 850,000. In addition, we utilised our supplier contacts to feed the article out on a range of popular football and sports websites, as well as blogs to reach a further 100,000 potential new gamers.

To support the digital activity and boost brand awareness, we conducted on-campus peer-to-peer interactions at nine key universities. These interactions enabled BAM to engage students directly, driving them to access the free online demo, while interacting and gaming with them, providing a richer and more meaningful experience.

Results:

The campaign achieved mass awareness within the student and youth market, putting the Football Manager brand in front of more than one million individuals over a three week period. The exposure both online and on-campus generated new gamers, while reintroducing previous gamers by enticing them to trial the demo. Many of the reintroduced gamers were converted into game players again, which achieved an uplift in demo downloads in comparison to the previous year.

Testimonial:

“I was very impressed with BAM’s confident and upfront approach to our brief. Working to very specific objectives with a tight deadline, it would have been all too easy for BAM to action exactly what we wanted – but instead they applied their expertise and insight to ensure we could achieve better results and more value from the campaign. BAM’s proactive approach to planning also meant that when the campaign started they were able to tweak and optimise in real-time to improve results, without the need to re-strategise.  The line of communication between BAM’s delivery team and me was excellent, and the level of care applied to the campaign was felt throughout.”  – Sports Interactive

wagamama_2

Wagamama’s Youth Experiential campaign

Competition is rife between restaurants hoping to dominate the student market. Wagamama had made the decision to turn away from the trend of using heavy discounting to attract customers. They were concerned this may put them at a disadvantage with their student customers and wanted to re-engage with students across the UK.

Approach:

Wagamama tasked this project to agency Albert who came to BAM to co-ordinate the campaign. Together we recognised the importance of experiential marketing in engaging with students and put together a combined social media and experiential campaign.

We took Wagamama on campus in a UK-wide road trip to 12 universities. Two students staffed the Wagamama vehicle serving noodles to other students across the UK and blogging simultaneously on social media.

Results:

During the four weeks after the campaign, student custom in the target outlets rose by more than 80%. Wagamama had over 30,000 active members on the Noodle Tour community and 800,000 views of their Facebook page.

Testimonial:

“Student custom in the target outlets rose by more than 80%. Wagamama had over 30,000 active members on the Noodle Tour community and 800,000 views of their Facebook page.” – Wagamama