Christian Geissendoerfer - a speaker at this year's Mobile World Congress in Shanghai - has a standout story to tell of location-based advertising for fragrance brand Givenchy.

The campaign for the 'Gentlemen Only' fragrance in Saudi Arabia, saw Singapore-based Yoose - of which Geissendoerfer is chief executive - working with agency Iconiction to create a location-based solution.

Geofences around four major malls - Red Sea, Dyafah, Dahran and Granada - were used in conjunction with banners and mobile landing pages in English and Arabic, enabled for detailed tracking of mobile traffic and secondary actions. Consumers were invited to download a coupon from the landing page and present it at purpose-built Givenchy booths to claim a free gift.

Geissendoerfer says the campaign achieved an overall click through rate (CTR) of 0.95 per cent across the four malls, with Dyafah's performance at 1.45 per centCTR, more than three times the industry average.

"More importantly the secondary action rate (SAR) was outstanding," he says. The overall SAR for the campaign was 29.95 per cent, with the highest at the Red Sea Mall, 69.7%, six times the industry average.

Stores reported that so many consumers came to claim the gift that they believed the campaign had gone viral. On average, ten per cent of store walk-ins purchased $125 worth of goods, making the ROI for the campaign more than 350 per cent, which Geissendoerfer says is six times higher than the industry average.

"The strength of an integrated end-to-end location-based solution that combined high-relevance, detailed tracking and optimisation meant the campaign went beyond CTR, achieved impressive secondary actions, drove store visits and brought mobile consumers closer to Givenchy," he says.

Geissendoerfer is speaking at the Mobile World Congress in Shanghai on July 17.