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Mobile Marketing Association Forum in Budapest 8 August 2008

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Information about Mobile Marketing Association Forum in Budapest 8 August 2008
Business & Mgmt

Published on December 25, 2008

Author: goldengekko

Source: slideshare.net

Description

Presentation with case studies and best practice on mobile marketing and more specifically mobile applications including Absolut Vodka, Perfetti, Unilever/Lynx and Arla. The presentation was given by Magnus Jern, CEO & Founder of Golden Gekko at the Mobile Marketing in Budapest 8 August 2008.
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"We provide the creative mobile content behind the banner, engaging consumers by combining downloadable applications, mobile websites and messaging services." Based in the UK with offices in Cambodia (development), Sweden, Spain and the U.S. Working with media and digital agency partners across Europe and US ABOUT GOLDEN GEKKO

"We provide the creative mobile content behind the banner, engaging consumers by combining downloadable applications, mobile websites and messaging services."

Based in the UK with offices in Cambodia (development), Sweden, Spain and the U.S.

Working with media and digital agency partners across Europe and US

This is mobile marketing!

DISPLAY & SEARCH ADVERTISING CPC Solution (Cost Per Click) CPM Solution (Graphical Banners) Text Ad placement Banner Ad placement

PUSH ADVERTISING

SERVICE & CONTENT MARKETING

4 STEPS TO SUCCESS 1 2 3 AWARENESS ENGAGEMENT ACTION/PURCHASE 4 FEEDBACK & ENCOURAGE LOYALTY

Case Studies

Background Top website in Sweden with 0.5m unique users every month Online cookbook arla.se promotes Arla’s dairy products in a non-intrusive way Early adopter of mobile including text alerts, PDA recipe guide and RSS-feeds Challenge Provide an easy-to-use, quick, great looking and cost efficient service similar to the online cookbook to promote Arla products on the mobile. ARLA MOBILE COOKBOOK

Background

Top website in Sweden with 0.5m unique users every month

Online cookbook arla.se promotes Arla’s dairy products in a non-intrusive way

Early adopter of mobile including text alerts, PDA recipe guide and RSS-feeds

Challenge

Provide an easy-to-use, quick, great looking and cost efficient service similar to the online cookbook to promote Arla products on the mobile.

Arla Foods is Europé's 2nd largest dairy company ARLA MOBILE COOKBOOK

Arla Foods is Europé's 2nd largest dairy company

Distribution Web initiated sms-link/WAP push Short code on milk cartoons Mobile website Mobile operator portals Mobile banner campaign Sideloading via PC Viral recommendations Benefits to the user Free to use once downloaded Always available quick and easy without coverage Considered a service and not marketing Works on 95% of mobile devices in Europe ARLA MOBILE COOKBOOK

Distribution

Web initiated sms-link/WAP push

Short code on milk cartoons

Mobile website

Mobile operator portals

Mobile banner campaign

Sideloading via PC

Viral recommendations

Benefits to the user

Free to use once downloaded

Always available quick and easy without coverage

Considered a service and not marketing

Works on 95% of mobile devices in Europe

Solution A free downloadable java application based on the online cookbook… 330 categorised recipes each including Short recipe description Shopping list Cooking instructions Image download Tell a friend Other functionalities such as bookmarks, recipe of the day, most popular, search, current offers, etc. ARLA MOBILE COOKBOOK

Solution

A free downloadable java application based on the online cookbook…

330 categorised recipes each including

Short recipe description

Shopping list

Cooking instructions

Image download

Tell a friend

Other functionalities such as bookmarks, recipe of the day, most popular, search, current offers, etc.

Result Launched with Arla Sweden Oct 06, Denmark May 08 Over 10.000 downloads first 2 months with 2-5.000 downloads per month ever since One of the most downloaded mobile apps in Sweden One of the top 10 mobile applications in Scandinavia. (IDG July '07) Average frequency of use once every 8 days Average customer has shown the service to 3.5 other people Conclusion - Useful and non-intrusive mobile service that users engage with over and over again delivering great value to Arla and the customers ARLA MOBILE COOKBOOK

Result

Launched with Arla Sweden Oct 06, Denmark May 08

Over 10.000 downloads first 2 months with 2-5.000 downloads per month ever since

One of the most downloaded mobile apps in Sweden

One of the top 10 mobile applications in Scandinavia. (IDG July '07)

Average frequency of use once every 8 days

Average customer has shown the service to 3.5 other people

Conclusion - Useful and non-intrusive mobile service that users engage with over and over again delivering great value to Arla and the customers

Challenge The BBH brief from BBH was to produce a fun, innovative and award winning campaign based on the Lynx Effect brand campaign online. BBH provided abo ut 20 ideas to start with. Solution Mobile flirting tools for boys as part of the campaign including Lynx FX (Soundboard), Fit Girlfinder, Perfect Man Revealed, Say Cheese, Spin the Bottle and Chat-up Lingual. Also include wallpapers and videos of how to use the service Distributed across the line including SMS shortcode, Mobile Website, Viral, Community Seeding and Side Loading LYNX EFFECT

Challenge

The BBH brief from BBH was to produce a fun, innovative and award winning campaign based on the Lynx Effect brand campaign online. BBH provided abo ut 20 ideas to start with.

Solution

Mobile flirting tools for boys as part of the campaign including Lynx FX (Soundboard), Fit Girlfinder, Perfect Man Revealed, Say Cheese, Spin the Bottle and Chat-up Lingual.

Also include wallpapers and videos of how to use the service

Distributed across the line including SMS shortcode, Mobile Website, Viral, Community Seeding and Side Loading

Result The campaign received more awards and publicity than any mobile campaign before in the UK. Over 100k downloads in the UK first three months with over 50% viral Each customer has shared the application with 4+ other people LYNX EFFECT Click on image for video:

Result

The campaign received more awards and publicity than any mobile campaign before in the UK.

Over 100k downloads in the UK first three months with over 50% viral

Each customer has shared the application with 4+ other people

Background Vigorsol’s advertising annually shocks and surprises Objective to build brand awareness and more specifically to engage with digitally literate 15 to 24 year old Italians. Online viral campaign a huge success in Italy Challenge User generated content based on the online Cippi campaign was already popping up for mobile. The brief from BBH was to develop a fun mobile application based on the Cippi character. Click on image for video! AIR ACTION VIGORSOL - CIPPI

Background

Vigorsol’s advertising annually shocks and surprises

Objective to build brand awareness and more specifically to engage with digitally literate 15 to 24 year old Italians.

Online viral campaign a huge success in Italy

Challenge

User generated content based on the online Cippi campaign was already popping up for mobile.

The brief from BBH was to develop a fun mobile application based on the Cippi character.

Click on image for video!

Distributed via Web, Mobile Web, Vodafone Italy, MMS campaign, viral and community seeding / sideloading Cippi supports more than 90% of the active phones on the European market. AIR ACTION VIGORSOL - CIPPI

Distributed via Web, Mobile Web, Vodafone Italy, MMS campaign, viral and community seeding / sideloading

Cippi supports more than 90% of the active phones on the European market.

Launched on the 21st of June 2007 in Italy Far exceeded expectations with over 0.5m registered succesful downloads to date 75% of downloads through viral recommendations and communities. Over 200.000 ringtones, video tones and animations downloaded Shown on two Italian TV shows Resulted in the launch of a mobisode series the following year AIR ACTION VIGORSOL - CIPPI Awards Agency: BBH Client: Perfetti van Melle Best use of mobile – BIMA awards 2007 Immature application of the year award - 2007 Mobile agency of the years – Mobile Marketing Awards

Launched on the 21st of June 2007 in Italy

Far exceeded expectations with over 0.5m registered succesful downloads to date

75% of downloads through viral recommendations and communities.

Over 200.000 ringtones, video tones and animations downloaded

Shown on two Italian TV shows

Resulted in the launch of a mobisode series the following year

Awards

Agency: BBH

Client: Perfetti van Melle

Best use of mobile – BIMA awards 2007

Immature application of the year award - 2007

Mobile agency of the years – Mobile Marketing Awards

Fun and/or engaging and interactive campaigns deliver great results Quality & Reliability including over 90% handset coverage User experience and design – Wow factor (comparable to iphone) Distribution strategy (banners, viral, etc) to reach the target audience KEY SUCCESS FACTORS

Fun and/or engaging and interactive campaigns deliver great results

Quality & Reliability including over 90% handset coverage

User experience and design – Wow factor (comparable to iphone)

Distribution strategy (banners, viral, etc) to reach the target audience

Consumers are connecting their phones and music players to the PC to transfer music Bluetooth is more and more widely used Emerging markets and Southern Europe still have high data rates iPhone app store a great success SO WHAT..? THE SIDE LOADING TREND

Consumers are connecting their phones and music players to the PC to transfer music

Bluetooth is more and more widely used

Emerging markets and Southern Europe still have high data rates

iPhone app store a great success

Most mobile marketing campaigns are text based or a basic mobile web site without interactivity High click through rates and response rates are not sufficient Users expect the PC web on their mobile Leverage the mobile phone’s unique functionality including LBS, organiser, communication, camera, media player and more Raise the stakes and create truly creative and engaging mobile marketing campaigns SO WHAT..? APPEAL FOR MORE CREATIVE MOBILE MARKETING CAMPAIGNS

Most mobile marketing campaigns are text based or a basic mobile web site without interactivity

High click through rates and response rates are not sufficient

Users expect the PC web on their mobile

Leverage the mobile phone’s unique functionality including LBS, organiser, communication, camera, media player and more

Raise the stakes and create truly creative and engaging mobile marketing campaigns

THANK YOU!

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