Essence have planned, bought and executed a campaign to promote Google Maps for Mobile.
Users can enter their mobile number into banners to be sent a WAP push message with a download link to a Java application for their phone. By cutting out several steps in the path to download, Essence significantly boosted conversion compared to standard click-download-install calls to action. And because all our systems are integrated, we were able to track response at the most granular level to drive cross-channel optimisation decisions.