Cafe Coffee Day to reach out to customers through Ovi application

Cafe Coffee Day is among the first brands in India to experiment with location based advertising on a mobile platform called Ovi. It’s a unique platform that is rolling out a pilot for only three brands in the country – Dominos, Cafe Coffee Day and ICICI Bank.
The main idea is to target customers based on their location and entice them to visit a neighbouring Café Coffee Day (CCD) outlet.
If a user has an N97 or higher Nokia phone, on clicking the weather or events page, he will see an ad. On clicking the ad, the user is given two options: click2web takes the user to the brand’s Facebook page and click2route directs him to their nearest CCD outlet. This is an exclusive pilot and the first ever location based ads offered by Nokia.
This campaign started on 24 July and CCD has witnessed a 7 per cent click through rate. About 3,702 impressions were served on the first day and about 263 users clicked to see the ad, out of which 73 looked at the map to go to their nearest CCD and about 30 landed on the CCD Facebook page. This is a two month pilot and touted to be a remarkable way to target customers.