bringing mobile to the heart of the marketing mix

BRINGING MOBILE

AT HEART OF THE MARKETING MIX

Vikas Gulati, VP, South East Asia, Vserv.mobi

MOBILE IS

LARGEST IN

CONNECTED

DEVICE

ECOSYSTEM

TABLETS

ARE

CANNIBALIZING

PCS…

1 BILLION

SMARTPHONES

SHIPPED

IN 2013

SMARTPHONE ADOPTION CONTINUES TO GROW

PEOPLE USE THEIR SMARTPHONE MORE THAN THEY SAY THEY DO

A CAPTIVE AUDIENCE

A NEW PRIMETIME FOR MOBILE

HOW THEY ARE USING SMARTPHONES ?

WELCOME TO THE

“MOBIFIED WORLD”

OR WHAT WE CALL

“MOBIZEN WORLD”

MOBILE IS THE

FIRST CHOICE

FOR ALL MEDIA

CONSUMPTION

NEEDS VOICE, MESSAGING,

VIDEO, MUSIC, CONTENT,

NEWS…

REASON, RELEVANCE &

RICHNESS ARE KEY TO

ENGAGE WITH THEM.

NEED OF A WHOLESOME

EXPERIENCE!

REASON, RELEVANCE &

RICHNESS ARE KEY TO

ENGAGE WITH THEM.

NEED OF A WHOLESOME

EXPERIENCE!

REGIONAL CONTENT

IN ALL FORM

OCCUPIES A LARGE

SECTION OF THEIR

CONTENT

CONSUMPTION NEEDS

MESSAGING

PHONE (VOICE)

ENTERTAINMENT

BROWSING

MUSIC

MORE THAN ONE FUNCTIONAL NEED

TWIN SCREENS

QR CODE

SHORT CODE

ALTERNATIVE ACCESS

ENGAGEMENT

/ INFLUENCE

MOBILE IS BECOMING THE MOST IMPORTANT MEDIUM

EVERY OTHER MEDIUM IS FEEDING OFF IT

… ADDRESS THESE AUDIENCES ON MOBILE?

… INTEGRATE MOBILE MEANINGFULLY IN CAMPAIGNS

… MAXIMIZE THE IMPACT (MEASURABILITY)

INTEGRATE

MOBILE

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INDONESIA

INDONESIA

TV ------------------------

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TV INNOVATION BRING

AXE-STRONAUT TO TV

NATIONAL NEWS &

NATIONAL SOCCER

GAME!

PRINT -------------------------

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PRINT COVER

INVASION!

OOH --------------------------

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NIGHT CLUB

INVASION!

AXETRONITE!

INDONESIA

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THE HIGHEST REGISTRATIONS WORLD WIDE

82,000 INDONESIANS REGISTERED TO GO TO SPACE

INDONESIA

AXE APOLLO

SPACE ACADEMY ( INDONESIA )

Launch Axe Apollo Range

Get users to register for

Axe Apollo Space Academy

AASA Global Program

INDONESIA

CREATIVE AND CONTENT IS CRITICAL

DEFINE ROLE OF MOBILE IN THE COMM. MIX

SET SUCCESS & PROCESS TO TRACK

WHAT WE LEARNT…

INDONESIA

MAGNUM NEW FLAVOR LAUNCH ( INDONESIA )

Creating Awareness & Buzz around the

new flavor launch

Contest to drive consumer

participation

– lucky winners get to travel

In Indonesia, If its worth talking

about, it will be shared on Twitter

MAGNUM

NEW FLAVOR LAUNCH ( INDONESIA )

Engaging Rich Media execution

integrating Twitter to encourage

participation in contest

Total Impressions Delivered:

3,016,713

Total CTR: 1.61%

Results: More than 200,000 tweets

sent

directly from the Rich Media AD

with in 30 days

WHAT WE LEARNT…

LEVERAGE FUNCTIONALITIES AND PLATFORMS

CREATIVE AND CONTENT IS CRITICAL

DEFINE ROLE OF MOBILE IN THE COMM. MIX

SET SUCCESS & PROCESS TO TRACK

INDIA

SAMSUNG S4 ( INDIA)

Brand Challenge:

Brand wanted to showcase and educate users about all

the new features to position this handset as the

premium Android phone.

Solution:

“Break the Bricks”

Use one of the highest played games as a metaphor to

gamify the consumer education.

Role of Mobile:

Target & engage with mobile phone enthusiasts.

SAMSUNG S4 ( INDIA )

Results: 1.4 Mn unique users

reached with whopping 90% playing

the game twice.

CREATIVE AND CONTENT IS CRITICAL

DEFINE ROLE OF MOBILE IN THE COMM. MIX

SET SUCCESS & PROCESS TO TRACK

WHAT WE LEARNT…

LEVERAGE FUNCTIONALITIES AND PLATFORMS

THINK CONSUMER JOURNEY

THANK YOU