mobile marketing

Leveraging the power of Mobile Marketing for brands

Mobile Monday, Mumbai

9th April 2007

THE NEXT ITERATION

About 2.4 billion mobile phones have been sold around

the world last year, and globally there are more mobile

phones than PCs.

Source: GSM World

“Worldwide over 350 billion text messages, are exchanged across

the world’s mobile networks

every month”

Source: GSM World

Mobile reaches where

other media cannot!

Metros18%

A Circles35%

B Circles36%

C Circles11%

Feb 2007 Mobile Subscriber data – 203mn

10 million GPRS

users?!“…About 15 per cent of the mobile

phone subscriber base in India (140 million users) is on the GPRS platform

that enables such applications…".

Source: The Hindu

“Mobile is already a platform, but the consensus was that leveraging the power of the

web, integrating web services into the mobile medium is the future of

mobile.”

Mobile2.0 Conference

Unlearn!

‘Just-in-Case’

marketing & communication

Unlearn! Make products ‘Just-in-case’ customers might need it!

Unlearn!

‘Just-in-case’ the consumer

is interested to buy

Unlearn!

‘Just-in-case’ the customer

needs the product

The problem with traditional

advertising is that it's a "disconnected"

process

Learn!

• ‘Just-in-time’ marketing– Contextual messaging– ‘When-you-want’ messaging– ‘Overt to covert’ messaging– ‘seek & collaborate’

communication– Move from ‘communication’

to ‘conversation’

context

Learn!

immediacy

Learn!

personalization

Learn!

Moving beyond ‘text and

response’ campaigns

A world of interactivity

• Initiate a phone call • Trigger a return IVR call• Download mobile content• Automatically opt-in to an SMS • Email database• Go to a promotional mobile Internet site to learn more.

Source: iLoop Mobile

Cases of ImaginAction™

Adidas QR Tagging

• QR Codes turn your phone into a bar code scanner used everywhere in Japan and Korea.

• Adidas used these codes on retail merchandise tags and clothing imprints.

• Potential customers could take a photo of the color code on a sleeve, and the handset would then load up the brand’s WAP site

• Over the course of the test run, 60,000 people participated in the Korean Adidas program, and Adidas had over 2,000,000 page views.

What will your message be?

Mass Messages to customized messages

• Download a template from a website

• Customise with your Valentine message in hand-writing

• Take a picture of it with your cameraphone and upload it back

• Send the SMS message to your friend

Art meets mobile meets social media.

• SMS as graffiti. • The idea is that you send in your

text message to the central system and then the messages are projected on to buildings (interior or exterior) in specific shapes or formats.

• The text messages appeared in speech bubbles.

Nike ID

• Nike erected a large, interactive billboard in Times Square.• Passers-by could use their cell phones to text in their own custom design and receive a free pair of Nike IDs. • Individuals went nuts when they saw their own shoes posted live on the jumbotron in front of them. • Nike gave away 3000 pairs of shoes in this promotion• Users were just as excited by their design on the billboard as they were by the free footwear

• Download and news service called Musicstation.

• Major labels like Universal and 23 global network operators so far covering 40 countries and a potential of 690m subscribers.

Service ra

ther t

han messages

Service rather than messages

Bluebook from 02• Gone are the days when

upgrading your phone meant losing your treasured text messages and photos

• The account offers 1000 MB of storage space for important text messages, pictures or video clips. Photos taken from cameraphones can optionally be opened up to be viewed online by others and also sent

directly to Kodak for printing.

Mobile mischief from 42 Below

• Background:

42 Below wanted to create an interactive mobile marketing campaign that would support its quest to become the most talked about vodka brand anywhere in the world including the hard to crack markets of London and New

York. • Objectives:

Support the outdoor campaign running in the party hotspots of major global cities Use the mobile channel to spread the 42 Below far and wide among the target audience

• Solution:In the world’s first ever viral mobile video campaign, mischief makers were able to spread stories of their 42 Below related misdemeanors far and wide; downloading and forwarding animated stories, videos, ringtones and screensavers to any mobile phone, anywhere in the world at any time.

The stories are made up of a series of icons, with each icon accompanied by an appropriate (or inappropriate) sound. They can be downloaded from the website, www.42belowstories.com, to any phone; their own, or a fellow mischief makers. The user receives a link which opens the video or the animated story, once it has played the user has the option of forwarding the content to a friend. Users can also access a WAP page, where they can browse the content, download screensavers and SMS alert tones, as well as

forwarding content to another person’s phone.

Adidas Real Madrid China Tour

• Reinforce adidas’ position as an innovator and technologically savvy marketer by leveraging off sponsorship of the much hyped Real Madrid tour of China and Japan by utilizing the 3G phone to connect with the football-mad populous.

• Enabling viewers to “snack” on exclusive video footage on their mobile phones of the tour, including highly sought after, exclusive interviews of the 2 superstars–Beckham & Raul, the channel was also used to launch the star-studded “Impossible Field” TVC.

Results

The campaign surpassed any similar campaigns conducted on 3G by over 200% (source Hutchison), this was due in large part to the exclusive content & interviews filmed and produced specifically for

the mobile channel.

Trends on why brand marketers have to

beyond just messaging!

Trend #1

Mobile web applications are the future

Trend #2

We are creators not consumers

(The power of user generated content)

Trend # 3

I am not a number, I am a tag

Trend #4

Communities will the way to

build engagement – Generation C

“The population that is always in contact with friends and colleagues and trust them more than your branded messages “

Why is it important for

us to work together?

By 2011, global advertising industry

will be close to $600B. Can mobile start to

increase its revenue share from its current

levels of less than 0.2% to 2-5% by then?

Thank you