2 your brand goes mobile doru panaitescu

Praktiker Goes Mobile

Renault Goes Mobile

[your brand here] Goes Mobile

About me:

www.dorupanaitescu.ro

www.marketeer.ro

www.twitter.com/castronomicus

www.linkedin.com/dorupanaitescu

Banners Advertising on live! Partner

Agenda

• Mobile fury of the last ten years

• Consumer mobile behaviour

• Is Mobile the new TV/Print/Outdoor/Cinema/Web/POSM altogether?

• Practiker goes mobile

• Renault goes mobile

• Conclusions


Do you remember how your phone…

looked like way back then (10 years)

• Display of the new Nokia 5110

• High-resolution, illuminated, graphical display

• Up to 5 lines for text, numbers, graphics

• Security and cost control

• User interface

• GSM data transmission

• Supports 9600 bps via Nokia Cellular Data Suite

• Send and receive faxes, e-mail, files

• Nokia Xpress-On™ covers


1999 - 2009• Mobile subscription penetration 11.3% 128%*

• Mobile screen resolution 5 text lines 320x240**

• Internet option on mobile (3G) NO YES

• Your brand’s media mix TV/print/radio/outdoor ?????????

Notes:

* - customers may have more than one subscription

** - available for most 2008-2009 models

Short comparison


• call everybody in their agenda

• send SMS / MMS

And also to:

• browse the Internet for news

• read blogs using RSS feeds

• buy tickets online

• pay bills

• watch YouTube videos (yep, smart phones allow that!)

• chat on Yahoo! Messenger (or else)

• reveal their status on Twitter and many more…

Consumers use their mobile to


• Reach (1 to 4 million depending on type of vehicle used SMS/MMS etc)

• Up to 10 targeting criteria (age, sex, location, income and others)

• Permission marketing (previous written acceptance and option to quit)

• Engagement (coupons, replies requests, instant prizes, invitation to quests)

• Good response rates

• Mix between TV, print, radio, outdoor and even Internet

Mobile as the media of the future - today

Case study - Praktiker


• Mechanics - 20% price cut announcement

• Only one week needed to reach the customers they wanted

• Net reach of hundreds of thousands

• Geographical targeting for 25 stores around the country

• Good response rates

• Big buck spent on this new media vehicle

Few words about a well kept secret

Case study - Renault


Everything started from an important event in the car market…

Renault launched in Romania in April ’09 the New Renault Megane:

New Megane Bicorp New Megane Coupe


And the agency started to work on the campaign…

• A creative idea and a complex communication plan including Mobile Advertising tools was created to:

• create awareness for the brand and product

• drive hot leads into showrooms and increase sales

• Mobile advertising tools used in Renault campaign:

• SMS Push channel

• MMS Push channel

• Bill Inserts channel

• Other media channels

• Online banners, e-mail, advergaming


For such cars, relevant segment was targeted:

• Segmentation criteria used by the Advertiser to select the most appropriate people:

• Contract customers

• Residential

• Medium/High and High Income

• Aged 25-35

• Male and Female

• 19 cities (Renault showrooms)

• All urban area

• MMS compatibility

• 2 campaigns ran:

• New Renault Megane

• New Megane Coupe


First campaign – New Renault Megane

• Idea: Renault helps you change your life by offering you the possibility to win an astonishing car that will push your life one step forward or go to your dream vacation.

• Select qualified target segment

• Create a contest with attractive prizes (2 cars and 10 trips).

• Objective: drive people into showroom to discover the car, subscribe for a drive test and participate in the contest


Communication Mix – 3 integrated media channels…

• Free kits in showrooms

• Direct mail - Client’s own DB

• Bill Insert – Vodafone customers - April 14 - 17

Mobile

Advertisin

gUnique

tracking

codes for

each

coupon


Communication Mix – …and a SMS reminder 2 weeks later

SMS REMINDER– April 30th

From: Renault

Doar pana pe 4 mai poti castiga Noul Megane sau o excursie. Vino cu talonul in showroom-urile Renault. Detalii pe www.noul-megane.ro. E timpul pentru schimbare!

Mobile

Advertisin

g


Second campaign – New Megane COUPE

• A new online game was created for the target audience www.agentm09.ro collaborating with NeedForSpeed game

• Objective: bring as many people online to learn about the new model (awareness) and subscribe for a drive test


Communication Mix – Only digital channels were used

SMS – April 15th

MMS – April 15th

E-mailing – April 15th

Online media - banners

From: Agentm09

Avem nevoie de tine. Nu este timp de pierdut! Daca esti intr-adevar bun, intra in actiune! Intra pe www.agentm09.ro ! Sanse de reusita 100%.

Mobile

Advert

isin

g

http://www.impressio.ro/m09/banner770x260.html


Results and Conclusions

•On June 4th, the draw will take place

•By June 15th, all results will be centralized

• having unique coupons will ensure that the client would easily determine the exact rate of response for each channel


Key learnings

• Targeting is key to receive a good response rate

• Use the relevant channel for the each segment – increase interactivity and avoid wastage

• Creativity plays an important role to drive consumers’ attention


…Questions?

Thank you!

[email protected]

2 your brand goes mobile doru panaitescu

Business