Garuda

Garuda Indonesia soars to great heights with mobile advertising

The client – Garuda Indonesia

Garuda Indonesia is the national airline of Indonesia. Based in Jakarta, the airline carries more than 10 million passengers a year between destinations in South-East and East Asia, the Middle East and Australia. A popular, award-winning airline, Garuda Indonesia is a driving force behind the development of tourism in Indonesia.

The challenge – Drive brand engagement

Garuda Indonesia launched a mobile advertising campaign to drive brand engagement by enabling consumers to download and play the new Garuda Indonesia “My Pride” theme song.

The solution – Mobile campaign with downloadable content

With 65+ million mobile users in the country, Garuda Indonesia thought it was high time to interact with mobile consumers. Through its ad agency, Dentsu, Garuda worked with Nokia Interactive Advertising to reach the diverse audience of mobile phone users in the country.

To maximize its mobile advertising results, Garuda tied in offline and online strategies, using TV and radio advertisements to spark interest in the Garuda theme song and drive traffic to Nokia.mobi during Garuda’s site takeover. Garuda took on all advertising on the mobile site for six hours in the evenings when the above the line. Browsers clicking on the banner ads were then offered the opportunity to download the theme song in English or in the native Bahasa language.

The results – 46% CTR

Garuda Indonesia’s campaign achieved an outstanding 46% click-through rate, and 6.3% of those clicking the ad downloaded the song. A total of 4552 consumers downloaded the song (3105 in Bahasa and 1447 in English) during the campaigns’ 16-day run.

The results were far better than anyone anticipated. “We expected the campaign to last eight weeks based on a cost-per-click model….. Due to the unprecedented interest in the song and the effectiveness of using the Nokia Media Network, the campaign concluded after three weeks due to the 35% over delivery of impressions and the simplicity of the mobile site design,” stated Anthony G. Preece, Technical Adviser, Dentsu Strat.

To see mobile advertising in action, please visit nokia.mobi/advertising on any mobile device.