When you get on your bike, you dream of four things: a good cycling path, easy navigation, friendly drivers and a good bike. The latter was provided by MOL Bubi, the promotion by neo. And how did it go? Our digital campaign, which was mainly run on Index, HVG, Telex and 24.hu, resulted in an outstanding 3,720 app downloads.
Our campaign targeted already registered Bubi users and Budapest residents open to urban cycling. The main objective was to impress upon the audience that the MOL Bubi bike sharing system is an essential part of urban life, as it is a competitive alternative to public transport and car transport. A secondary business objective was to increase the number of Bubi users, the number of people downloading the new application, and the frequency of use.
Increasing reach
In the first half of the campaign, we focused on increasing visibility and achieving a broad reach. To do this, we ran fixed, time-based displays on high-traffic sites and mobile apps with a high number of downloads, such as Index, HVG, Telex and 24.hu. From these, we put a special focus on app-based displays on two sites, 24.hu and Index, the two strongest sites in terms of readership in terms of app usage. This allowed us to reach affinity groups in terms of app downloads, which reduced the extent of waste coverage. This was complemented by targeted programmatic ads to cover the entire target group. Taking into account the media usage habits of our audience, mobile impressions were generally given more prominence throughout the campaign.
Redirecting traffic
From the very first phase of the campaign, we focused on driving as many potential Bubi users to the landing page as possible to drive engagement. To do this, we ran our ads on native and display programmatic systems, and used impressions on Facebook, Instagram and Google search to drive users to the website or app.
Maximizing conversion
As soon as we made people aware of the benefits of the revamped MOL Bubi, we turned our focus to growing the user base. In order to follow people along the conversion path and encourage them to try the service, we launched campaigns optimised for Google search and app download. All solutions generated a significant volume of new registrations. In the end, the campaign attracted a remarkably high level of interest, with a click-through rate of 32%.
In addition to impressions and clicks, the campaign also performed well in terms of the number of sign-ups and users of the service. However, the MOL Bubi campaign is not over yet, with a sequel coming in the autumn. We hope that the results will be at least as good. We will certainly do well in that campaign too, because "Bicycle, bicycle, bicycle, I want to ride my bicycle..."
