Mobile Research - Stepping Ahead
by Simon Wainwright & Fiona Blades, MESH
T-Mobile needed to understand how multiple campaigns were working by each element as well as impacting on the brand. View the case study presented at the MRS Online Methods Conference in 2011.
T-Mobile pre-tested communications and tracked brand health but needed to understand how multiple campaigns were working by each element as well as impacting on the brand.
MESH works alongside T-Mobile’s research, creative and media agencies tracking experiences in real time to help optimise campaigns as they roll out.
At a media level, MESH helped T-Mobile identify the strength of its magazine strategy for the agency to fully capitalise on this. As the branded value ‘Night In’ proposition was launched with a variety of executions, the MESH rapid feedback was used to optimise future executions. At a strategic level, T-Mobile’s online trading team and its agency in charge of store windows have used MESH insight to feed into future planning. With Orange and T-Mobile coming together, MESH has gone back over a year’s data to evaluate Orange’s direct response strategy.
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