“Playrcart’s integration with GumGum has allowed us at Vodafone to maximise and essentially evolve what is possible through our digital advertising” - Richard Kanolik, Head of Programmatic, Vodafone UK
With free SIMs playing a vital role in the marketing strategy for Vodafone UK, ensuring a smooth online ordering process is crucial for success. Vodafone UK recognised the need to shorten the conversion path for digital users through the use of rich media creatives and technological partnerships.
Playrcart collaborated with GumGum, the leading platform for programmatic rich media to deliver fully transactional desktop skins. This allowed the user to order a free SIM from directly within the advert unit, which was the form itself, in three simple steps. Playrcart integrated with the brand’s CRM platform, in this case LolaGrove, allowing the brand to obtain first party customer consented data.
By simplifying the e-commerce journey so that users were able to convert within an already engaging rich media ad inevitably led to an increase in campaign performance and ultimately ROI. The transactable Playrcart unit had a strong impact in driving conversions, along with website traffic and brand awareness.