A case study of an innovative online promotion, that offered a price reduction according to the temperatures in the summer. This presentation was held by Robert Anghel, Online Marketing Manager at Orange Romania in an Orange Online Meetup event. Find more about Orange Online Meetup at orange.ro/meetup.

1. hot summer
Robert Anghel
Online marketing manager

2. the concept
main mechanism:
we calculate a global discount on products bought based on
the formula:
temperature registered – comfort temperature = discount (%)
the outside temperature is collected from ANM

4. principles – connected. real time
real time display of temperature and discounts in all online
media tools
direct interaction

5. media mix – where are you?
banners and site branding
real time connected campaign (5% – 15% CTR! )
social networks widget and game (Hi5 and facebook):
– 848 adoptions
blog gaming:
– 1526 gamers on 52 bloggs (10paid)
desktop application:
– 582 adoptions
email notifications:
– 2627 notifications

6. traffic mix – stay connected, play, come here, buy!
140,000 0 .
7 0 %
120,000 0 .
6 0 %
100,000 0 .
5 0 %
80,000 0 .
4 0 %
60,000 0 .
3 0 %
40,000 0 .
2 0 %
20,000 0 .
1 0 %
- 0 . 0 %
0
W-2 W-1 W1 W2 W3 W4 W5 W6 W7
traffic magazin online
conversion rate
Total paid traffic (during august): 111.093

7. hot summer – cool results
seasonality upside down
Cool gross sales increase
volumes
usual seasonality
2009 - seasonality
Apr May Jun Jul Aug Sep Oct Nov Dec

8. your feedback?

9. thank you
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