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Figleaves app campaign will track responses to Tube ads

Lingerie etailer Figleaves is launching an advertising campaign on London Underground later this month, using an app that can track consumer interaction with offline advertising.

The campaign will display the logo of the app, SaveMe4Later, which consumers can scan using a smartphone. Above ground, the app updates product information, pricing and links ready for offline use.

Figleaves will use the app to gauge consumer response to the campaign. The data stored by the app will include where the user saw the ad, when they saved it, when they accessed it, how long after accessing it they shopped, as well as what products they were interested in. This will also give Figleaves the capability to benchmark what type of ads consumers respond best to.

Victoria McPherson, head of digital marketing at Figleaves, said: “The decision [to launch the campaign] was to broaden our marketing strategy, review the success of our Underground campaign, track sales and engage with our consumer in a new, innovative way.”

Consumers that type in ‘Figleaves’ and the station name into the app on their smartphone will be notified of their ‘saved’ ads when they reach ground level. When they access their account it will retrieve the ad with product information, a 20% discount and a direct link to buy online at Figleaves.com. They can then view these either on their Save4Later account online or on their mobile.

Other retailers including Karen Millen are also using the SaveMe4Later app to offer discounts through affiliate networks. However, Figleaves is the first to use the app to reach consumers directly.

According to SaveMe4Later chief executive Dermot Dennehy, the app has had more than 20,000 downloads across all its retail clients on Android and iPhone platforms since launching at the end of September.

The Figleaves campaign will appear in more than 450 positions across 60 Tube stations until December 12.

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