an analysis of winning mobile campaigns · (winning campaigns: 40) 2015 (winning campaigns: 35)...
TRANSCRIPT
AN ANALYSIS OF
WINNING MOBILE
CAMPAIGNS
THE SMARTIES™
INDIA
TV Smartphone Laptop Tablet
UNIQUENESS OF
MOBILE FOR
MARKETERS
Always on – constant connection
Right Time, Right Location
Taking it personally
Flexibility of role
Choice is yours : Active or Passive
Daily Multiscreen usage minutes
Screen Usage during the day
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
6am to 9am 9am to 12noon
12 noon to3pm
3pm to 6pm 6pm to 9pm 9pm to 12midnight
12 midnight to6amMorning Noon Evening to
Late night Midnight to
early morning
96 Minutes
(25%)
162 Minutes
(42%)
95 Minutes
(25%)
31 Minutes
(8%)
Global Average: 113 (27%)
Global Average: 108 (26%)
Global Average: 50 (12%)
Global Average: 147 (35%)
Device Key:
32%
12%
3%
8%
8%
5%
5%
18%
34%
37%
3%
6%
14%
6%
2014
(Winning campaigns: 40)
2015
(Winning campaigns: 35)
THE WINNERS
CAME FROM
Political Party
FMCG
Technology
Food & Drinks
Auto
Mobile Handsets
Telecom Services
e-commerce
Others
WHAT
DIFFERENTIATES
A WINNER IN
INDIA?
1.
WELL-DEFINED
GOALS!
Some winning entries in scaled up in their second year - added new geographies, segments and touch points
BIG IDEA + SCALE
70% OF THE
WINNING CASES
DEMONSTRATED
LARGE SCALE
95% WERE
TAILORED TO THE
TARGET GROUP
BRAND TASKS
SHARPLY DEFINED
85% WERE
TAILORED TO THE
CONTEXT
2. BRANDS
GOT CLOSER TO
CONSUMER
Right Time
Right Location
‘TARGET MOMENTS’
TAKING SHAPE
55% USED
TECHNOLOGY TO
BUILD BRANDS
AROUND KEY
MOMENTS
ENGAGEMENT WAS
DRIVEN
‘IN CONTEXT’
Brands integrated the ideas in many ways :
Real consumer stories
Deeper understanding of consumer preference
Sharper segmentation and personalized messaging
Delivering a relevant brand experience
3.
INNOVATIONS AT
THE HEART
INNOVATIVE
MULTI-CHANNEL
INTEGRATION
Social media and mobile will have greater collaboration.
– Millward Brown Media Predictions 2015
55% OF THE
WINNERS
INTEGRATED
THEIR APPROACH
WITH SOCIAL
MEDIA
INNOVATIVE USE
OF TECHNOLOGY
30% OF THE WINNERS
USED MOBILE APPS
INNOVATIVELY TO
CONNECT AND BUILD
BRAND EXPERIENCE
WHILE ONLY 10%
USED GAMING TO
FACILITATE
ENGAGEMENT
AN ANALYSIS OF
WINNING MOBILE
CAMPAIGNS
THE SMARTIES™
INDIA