lastminute.com travel mobile messaging habitual location driving downloads

lastminute.com: Driving app downloads

Objective

To drive downloads of lastminute.com’s hotel planning and booking app.

Strategy

Weve used home and habitual data to target three distinct audiences: Zone 1 commuters, consumers living in greater London and short haul flyers all aged 18-44. Using a £20 discounted hotel voucher code, consumers were incentivised to download the lastminute.com app.

Results

56% were not previously aware of the lastminute.com app

29% have or now intend to download the lastminute.com app

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