sponge - mobile making sense of the most pervasive channel

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+44 207 612 1910 / INFO@SPONGEGROUP.COM

MOBILE – MAKING SENSE OF THE MOST PERVASIVE CHANNEL

+44 207 612 1910 / INFO@SPONGEGROUP.COM 2

WE KNOW MOBILE

Founded in 2002.

Pure-play agency for mobile and tablet activity.

Offices in London, West Africa and East Africa.

Led by insight and creativity, powered by in-house technology.

Multi-award winning.Alex Meisl, Sponge Chairman:Also Chairman of the Mobile Marketing Association.

Jo Rabin, CTO:Co-chair of the W3C committee on mobile standards.

1. WHO WE ARE

WE’VE DONE GREAT WORK WITH…

ABOUT SPONGE

431m visits109m unique users15m app downloads4.73bn page views4.7m social followers.

60% via mobile

LONDON2012.COM STATS

THE PARADOX OF MOBILE

On average, the time difference between first search and purchase is one month on the web

and one hour on mobile

THE GOOD, BAD AND THE UGLY

34% of US smartphone users cancelled their planned purchase in store, due to information

they got from their mobile phone.

70 % of smart phone users research products in store

over 15% of online Christmas shopping via a mobile device

> 50% smartphone penetration

80% of companies advertising on Google in the UK do not have a mobile optimised

version of their website

488 million smartphones were shipped during 2011, compared to 415 million PCs

4 out of 10 shops will shut in the next five years as consumers turn their backs on traditional

stores in favour of online shopping

Mobile is the ultimate personal

device. It can drive loyalty better

than any other channel

Mobile is the ultimate personal

device. It can drive disloyalty better

than any other channel

THE MOBILE CONUNDRUM

Develop a strategy for your mobile audience

Don’t Develop a mobile strategy

MOBILE STRATEGY

Mobile has both caused and enabled an irrevocable change in consumer behaviour

‘The end of lying?’

Gerd Leonhard – Media Futurist

AND YET…..

VAST MAJORITY OF CMOs ARE UNDERPREPARED TO MANAGE THE IMPACT OF KEY CHANGES IN THE MARKETING ARENA

Consumers don’t need (want) marketing

Source: Strange PR

PREFERRED SOURCE OF PRODUCT AND SERVICE INFORMATION% social media users

Source Nielsen 2011

MOBILE AMPLIFIES THE POWER OF CUSTOMER REVIEW SITES

MOBILE CHANGES THE WAY WE INTERACT WITH OUR ENVIRONMENT…

Case Study - Nike

….AND INFLUENCES OUR DECISIONS BASED ON THAT LOCATION

AOV is c. 20% lower

3 x as many visits to Store Finder than desktop site

DON’T THINK IN SILOS…THE DANGERS OF ATTRIBUTION

BUT: INTEGRATION IS ESSENTIAL

MOBILE IS THE GLUE IN THE SHOPPER JOURNEY

Wider = mobile web

Deeper = Apps

Deeper

SHAPING A MOBILE APPROACH

80% of branded applications get less than 1,000 downloads

"When brands get it right, the returns can be huge." The problem appears to be that most are getting it wrong.

Howard Davies, Media Partner

“Let’s build an app”

RECOGNITION OF THE NEED FOR QUALITY

MobileDesktop 2014-2015: Mobile web traffic will exceed desktop traffic

OPTIMISED SITES DELIVER IMMEDIATE TRAFFIC GROWTH

Its not just about screen size but about device type and context for device content

CHALLENGE OF CONTEXT AND ATTRIBUTION

Did you know 5 Birds Eye Chicken Dippers have less saturated fat than one sausage?

Have you tried making a Birds Eye Fish Finger Pie? Layer fish fingers, beans & mash!

….. Crispy Chicken & Birds Eye Soya Beans = a tasty meal!

Cross Category

Recipe Ideas

Nutritional

BUILDING A RELATIONSHIP

Sponge developed the Monopoly game for McDonalds to build the largest retail gaming proposition in the UK

It drove participation and created data capture opportunities with over 16m entries in 2011, and 30% via mobile (vs 9% in 2010)

Success of campaign has resulted in extending to other EU territories, including France, Spain, Italy and Switzerland for 2012

CREATE EXCITEMENT

2. WHAT WE DO

1. Collect to win game – Users collected properties and could enter when they have full set (2, 3 or 4 pieces). Prizes linked to rarity of the property set.

2. Daily bonus game – chance to win 28 x €10,000 over a total of 15m draws across promotion.

Recognition3. Badging – Enter the highest number of codes

relating to a specific property on the board can become ‘Mayor’ receive other awards.

4. Facebook heat map – to show the distribution of prizes won/claimed throughout France

ADD FURTHER VALUE

INTERFACE AND CATALYST FOR SOCIAL MEDIA SHARINGSponge helped Bacardi drive sales of Mojito cocktails in Revolution bars by 264% through a Facebook check-in promotion

Promotion now re-launched in Novus bars to include mobile vouchers redeemed in bars and an SMS prize draw

CASE STUDY

INTERACTIVE RICH CONTENTSponge has built a mobile hub for Adidas across web and apps allowing teens to showcase videos of their sporting abilities, and discuss and check out the achievements of their peers

Enables multi-layered CRM across SMS, email, push notifications, check-ins to build dialogue, affinity and ultimately sales

CASE STUDY

Local servicesTraffic informationMechanical dataServices reminderBreakdown and insurance claim support

CONNECTING WITH CUSTOMERS ALL YEAR LONG

M-COMMERCESponge helped Dyson design and build an m-commerce site that beautifully reflected their brand values

Adhered rigorously to high standards of design at Dyson whilst creating a unique experience and navigation for mobile and tablet devices

CASE STUDY

DIGITISING THE PHYSICAL ENVIRONMENTSponge helped Evans apply QR codes to price tickets and print campaigns to send users to mobile web pages

These pages contained extra information to provide a rich, informative experience and drive high value purchases

CASE STUDY

HypeQR codesApp creation tools(most) Branded AppsBeing a Mayor

Hype vs Substance

Substance

HypeQR codesApp creation tools(most) Branded AppsBeing a Mayor

Hype vs Substance

SubstanceNFCLocationImage RecognitionVoucheringSMS

THANKYOU

+44 207 612 1910 / INFO@SPONGEGROUP.COM

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