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Spike the Rhino is an award winning Australian advertising campaign created by Yarra Trams to encourage pedestrians to look, listen and be alert around Melbourne trams – which can weigh as much as 30 Rhinos.

The campaign was first launched in May 2011 and according to Yarra Trams the message is still getting exceptional recall two years later.

Phase two of the campaign was aimed at tackling car to tram accidents; however I think they should revert back to the first strategy and re-target pedestrians immediately.


Because it seems we are all – pedestrians, commuters and drivers – consumed with checking our inboxes.

I know I do while waiting for the traffic lights to change to green so by the time I reach the office I’ve deleted all the rubbish and saved the most important emails to read more thoroughly at my desk.

And I don’t think I’m the Lone Ranger in doing this.

Because this recently adopted habit of mine is supported by research from Knotice – a provider of data management, actionable analytics and digital messaging solutions.

Their research shows that the number of permission-based commercial emails opened on mobile devices will be over 50 percent in the next 12 months.

To date, 41 percent of commercial emails are opened on smartphones and tablets.

The report is based on 500 million email opens across 11 industry categories including retail, consumer goods, cable and telecommunications.

Key takeaways for email and mobile marketers are:

  • Get a mobile mindset.
  • Plan now for the time when mobile will be the biggest audience.
  • You only get once chance for your email to be opened – only 0.07 percent of emails were opened later on another device.
  • The highest mobile open rates are in Hospitality and Consumer Services industries.

And here’s a heads-up if you’re glued to your screen in Mebourne, or anywhere else for that matter, watch out for Spike or it may the last email you’ll ever read.

Views: 350

Tags: Australian, advertising, association, auto, automobile, automotive, dealers, email, for, internet, More…marketing, media, online, pr, social


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Comment by Big Tom LaPointe on April 25, 2013 at 4:57pm
Awesome imagery in campaign. Mobile is coming at us like a charging rhino whether we are ready or not

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