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BRINGING MOBILE
AT HEART OF THE MARKETING MIX
Vikas Gulati, VP, South East Asia, Vserv.mobi
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MOBILE IS
LARGEST IN
CONNECTED
DEVICE
ECOSYSTEM
TABLETS
ARE
CANNIBALIZING
PCS…
1 BILLION
SMARTPHONES
SHIPPED
IN 2013
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SMARTPHONE ADOPTION CONTINUES TO GROW
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PEOPLE USE THEIR SMARTPHONE MORE THAN THEY SAY THEY DO
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A CAPTIVE AUDIENCE
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A NEW PRIMETIME FOR MOBILE
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HOW THEY ARE USING SMARTPHONES ?
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WELCOME TO THE
“MOBIFIED WORLD”
OR WHAT WE CALL
“MOBIZEN WORLD”
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MOBILE IS THE
FIRST CHOICE
FOR ALL MEDIA
CONSUMPTION
NEEDS VOICE, MESSAGING,
VIDEO, MUSIC, CONTENT,
NEWS…
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REASON, RELEVANCE &
RICHNESS ARE KEY TO
ENGAGE WITH THEM.
NEED OF A WHOLESOME
EXPERIENCE!
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REASON, RELEVANCE &
RICHNESS ARE KEY TO
ENGAGE WITH THEM.
NEED OF A WHOLESOME
EXPERIENCE!
REGIONAL CONTENT
IN ALL FORM
OCCUPIES A LARGE
SECTION OF THEIR
CONTENT
CONSUMPTION NEEDS
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MESSAGING
PHONE (VOICE)
ENTERTAINMENT
BROWSING
MUSIC
MORE THAN ONE FUNCTIONAL NEED
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TWIN SCREENS
QR CODE
SHORT CODE
ALTERNATIVE ACCESS
ENGAGEMENT
/ INFLUENCE
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MOBILE IS BECOMING THE MOST IMPORTANT MEDIUM
EVERY OTHER MEDIUM IS FEEDING OFF IT
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… ADDRESS THESE AUDIENCES ON MOBILE?
… INTEGRATE MOBILE MEANINGFULLY IN CAMPAIGNS
… MAXIMIZE THE IMPACT (MEASURABILITY)
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INTEGRATE
MOBILE
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Axe Logo
INDONESIA
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INDONESIA
TV ------------------------
-----------
TV INNOVATION BRING
AXE-STRONAUT TO TV
NATIONAL NEWS &
NATIONAL SOCCER
GAME!
PRINT -------------------------
----------
PRINT COVER
INVASION!
OOH --------------------------
---------
NIGHT CLUB
INVASION!
AXETRONITE!
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INDONESIA
Axe Logo
THE HIGHEST REGISTRATIONS WORLD WIDE
82,000 INDONESIANS REGISTERED TO GO TO SPACE
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INDONESIA
AXE APOLLO
SPACE ACADEMY ( INDONESIA )
Launch Axe Apollo Range
Get users to register for
Axe Apollo Space Academy
AASA Global Program
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INDONESIA
CREATIVE AND CONTENT IS CRITICAL
DEFINE ROLE OF MOBILE IN THE COMM. MIX
SET SUCCESS & PROCESS TO TRACK
WHAT WE LEARNT…
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INDONESIA
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MAGNUM NEW FLAVOR LAUNCH ( INDONESIA )
Creating Awareness & Buzz around the
new flavor launch
Contest to drive consumer
participation
– lucky winners get to travel
In Indonesia, If its worth talking
about, it will be shared on Twitter
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MAGNUM
NEW FLAVOR LAUNCH ( INDONESIA )
Engaging Rich Media execution
integrating Twitter to encourage
participation in contest
Total Impressions Delivered:
3,016,713
Total CTR: 1.61%
Results: More than 200,000 tweets
sent
directly from the Rich Media AD
with in 30 days
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WHAT WE LEARNT…
LEVERAGE FUNCTIONALITIES AND PLATFORMS
CREATIVE AND CONTENT IS CRITICAL
DEFINE ROLE OF MOBILE IN THE COMM. MIX
SET SUCCESS & PROCESS TO TRACK
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INDIA
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SAMSUNG S4 ( INDIA)
Brand Challenge:
Brand wanted to showcase and educate users about all
the new features to position this handset as the
premium Android phone.
Solution:
“Break the Bricks”
Use one of the highest played games as a metaphor to
gamify the consumer education.
Role of Mobile:
Target & engage with mobile phone enthusiasts.
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SAMSUNG S4 ( INDIA )
Results: 1.4 Mn unique users
reached with whopping 90% playing
the game twice.
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CREATIVE AND CONTENT IS CRITICAL
DEFINE ROLE OF MOBILE IN THE COMM. MIX
SET SUCCESS & PROCESS TO TRACK
WHAT WE LEARNT…
LEVERAGE FUNCTIONALITIES AND PLATFORMS
THINK CONSUMER JOURNEY
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THANK YOU