Building the Perfect Branded App

A Changing Landscape

This is how it used to be ….

The Possibilities are Endless

• Brand Experience

• Entertainment

• Content

• Gaming

• Service

• Transaction

• Payments

Brands can get engagement in many ways

and there are new media owners

A Changing Landscape

… and now we have this

Why branded apps?

Utility vs Entertainment

Branding vs Service

Paid vs Free • Why have an app?

• What are the brand values and

campaign aims?

• Where are the customers in the mobile

landscape?

• Is there a compelling creative concept?

• How will it be promoted?

• How will success be measured?

First, find your customers

Use mobile to browse news + info

25-34 – 26.3%35-44 – 16.4%

Accesses and uses mobile search25-34 – 15.6%35-44 – 9.9%

Uses Facebook on their mobile

25-34 – 21.7%35-44 – 9.0%

Reads BBC on their mobile

25-34 – 9.6%35-44 – 5.7%

Take photos with mobile every

month25-34 – 72.9%35-44 – 64.1%

Played a game on their mobile

25-34 – 36.4%35-44 – 30.3%

Use SMS at least once per month25-34 – 95.9%35-44 – 95.3%

These facts all

relate to women

in the UK

What handsets are they using?

Mobile Games: Barclaycard

Are Audi A4s really that

horrible to drive?...drives like

there is a drunk behind the wheelIf their cars handled

like this the company would be in big

troubleI feel ripped off –even though the game was free!Just like a real A4 –

it’s boring and tedious

iPhone Ouch!

Utility: O2

Augmented Reality

AR: Barclaycard

Gaming: O2

UGC and Engagement: Home Office

Paid Content: The Guardian

Customer Service: NatWest

Engagement and Uplift: BGT

Brand Engagement: Lastminute

Ad Led Utility: Tube Map

The Problem with Free Apps

Less than 5% of free apps are still in use a

month after first usage

Novelty gadget or engagement?

3-minute ‘hit’ of fun’

...like a TV ad

...delivers a quick shot

of brand equity

...raises a smile or an

eyebrowOngoing experience or utility

...if a game, should have long

gameplay

...if a utility, should be really useful

...should match or better the

commercial offering

Brand Engagement: Carling iPint

Customer Service: Ocado

Customer Service: eBay

Customer Service: The Co-op

Transaction: M&S

Is there another way?

Complete Brand Experience