Mobile is key driver for successful campaigns

By Vincent Van Dessel , CEO Y&R/Wunderman

A NEW ERA FOR BRANDS

CONSTANTLY CONNECTED

SHIFTING FROM 360 DEGREES INTEGRATION

TO 365 DAYS OF ENGAGEMENT

INCREASING EXPECTATION TO PLAY A REAL ROLE IN PEOPLE‘S LIVES

KNOWN FOR SOMETHING GOOD

OR DIFFERENT

KNOWN FOR SOMETHING I CARE ABOUT

SHIFTING RELATIONSHIPS FROM BEING …

DEFINING THE ROLE THEY CAN PLAY IN PEOPLE’S

LIVES

HOW A BRAND MAKES US FEEL

WHAT A BRAND STANDS FOR DEFINING THE BRAND’S REAL-LIFE VALUE

RESULTING IN AN …

URGENT BUT HEALTHY RE-BALANCE OF BRAND ENERGY

PRODUCT DIFFERENTIATION

ENGAGINGLY INTERESTING

BRINGING THE BRAND TO LIFE … THROUGH THE EXPERIENCE AND NOT THE BENEFITS

LIVING BRANDSPRESENT AND PARTICIPATORY IN PEOPLE’S LIVES - NOT JUST EXISTING IN THE SOCIAL AND DIGITAL WORLD

Mobile is the glue between online and offline

COCA COLA DRINKABLE ADS

COCA COLA DRINKABLE AD

Background Insight

As being partnership for NCAA Men

Final Four Competition, Coke Zero run

interactive campaign to induce more

Coke Zero consumption

Simple insight: many people think they

know the taste of Coke Zero, but they

actually don’t

Mechanism Result

- During the broadcasting show, Coke

Zero runs an interactive TV Ads with

sound recognition.

- Viewers use Shazam to fill their glass

on mobile. When complete, viewers

can re-deem a 20oz Coke bottle at

retailers

- More than 166,000 hits from Shazam

- Conversion rate of 15% for Coke

COCA COLA DRINKABLE AD

https://www.youtube.com/watch?v=IQovoot_ZUM

Mobile brand presence should aim for long term customer

relationships not short term hype

MAKEUP GENIUS

MAKEUP GENIUS

Background Insight

Upon buying make-up, customers prefer

to try before they buy. L'Oreal wants to

revolutionize the make-up shopping

experience with Make-up Genius

Customers wants to try the product before

buying

Mechanism Result

- The technology captures 64 facial data points and 100 different facial expressions to accurately place the make up.- The app scans your face, and then allows you to try out different products or entire make up looks.- Save your selfie, share it on social media, and purchase the products directly through the app

- 1,4 million app downloads

- 17 product views

- Hold the #1 spot in App Store's lifestyle

category for four weeks 

MAKEUP GENIUS

https://www.youtube.com/watch?v=co4V5kbfKBs

Mobile is the storytelling platform

AUDI IT HACK

AUDI IT BROCHURE HACK

Background Insight

The Audi TT is the first model to feature

the revolutionary Virtual Cockpit. The

challenge: do it with the sales brochure –

the main touch point for millions of buyers

Car buyers wants to experience before

buying

Mechanism Result

- The Audi TT brochure hack – an

augmented touch based journey

through the Virtual Cockpit. Using

conductive print, a conventional

brochure becomes a smart surface,

letting you explore every aspect of the

Virtual Cockpit.

- First augmented reality brochure

- 15 cockpit modes to explore

- 75 configuration options

AUDI IT BROCHURE HACK

https://www.youtube.com/watch?v=qzJ9InscjA0

Mobile is the central platform to define a brands role in daily life

and create real life value

VODAFONE US

VODAFONE US

Background Insight

In Turkey, domestics violence are

commonplace. Vodafone believes

technology can provide solution for

good

One of every women are victims of

domestics violence. As family-oriented,

it is deemed inappropriate for women

to actively seek help

Mechanism Result

- The Vodafone Red Light Application

used mobile technology through a

hidden flashlight app.

- If a woman was in danger, she shakes

her phone, secret message with her

exact location will be sent to three

contacts asking for assistance.

-  Over 254,000 women have

downloaded the application – that’s

24% of all women with smartphones

in Turkey. The app has been

activated over 103,122 times. 

VODAFONE US

https://www.youtube.com/watch?v=GXdV22IxljY

PEDIGREE FOUND

PEDIGREE FOUND

Background Insight

Losing dog is a strike to dog owners, and

there is no clear support system in case this

happens in New Zealand

Dog owners wish for a support protocol when

their dogs go missing

Mechanism Result

- Download the app, register the dog

- In case the dog is missing, press the LOST

button

- Create the lost dog alert mobile ads where

the dog was last seen, with the pinpoint

radius of 2,5km

- Downloaded by 10% of all Auckland dog

owners

- 91% of people who downloaded the app

register their dogs

PEDIGREE FOUND

https://www.youtube.com/watch?v=rttMkbO7hQk

Mobile enlarges location based e-commerce business models to a

new level thanks to geo localisation

BASE PHONEADDRESS

BASE PHONEADDRESS

Background Insight

Besides texting, calling, surfing the

Internet, smart phones can act as a new

innovative for e-commerce

Mobile has high penetration in today’s

life

Mechanism Result

- The app helps create connection

between the user and the delivery

- Interesting point: When users move,

their address move with them

- Allow tracking order in app

- Beta version is now available on

Android system

- Calling for partners

BASE PHONEADDRESS

https://www.youtube.com/watch?v=inXWpDSL8cE

Mobile feature phones have still a prominent role in rural marketing

Kan Khajura Tesan

KAN KHAJURA TESAN

Background Insight

Bihar is one of the largest states in

India, and it has vast target population

for some Unilever’s biggest brands.

However, TV and printing reach only

account for 20%

Bihar has very high penetration of

mobiles phone. Villagers considers

mobiles as the main means of

entertainment

Mechanism Result

- Kan Khajura Station is established

- A missed call protocol – Villagers will

call the hotline and then hang up

- Kan Khajura will call back and give a

free 15 minute entertainment

- 4 million unique users

-Become the largest media channel in

Bihar for 2 weeks

-Voice ads were heard more than 20

million times with cost per contact less

than 4 cents

KAN KHAJURA TESAN

https://www.youtube.com/watch?v=nbM9eAo_S_4

Mobile creativity doesn t need to be beautiful it needs to be smart

Mobile banners create real time customized experiences as live

broadcasting medium

LIVE NEWSFLASH BANNER

Live newsflash banners

Background Insight

Hakone Ekiden is traditional marathon race in

Japan. Nippon Television, broadcaster of this

event, ambitiously targets to expand the

audience of Hakone Ekiden

Most people in Japan are using smartphones –

mobile banners can exceed their static nature

and become a live broadcasting medium

Mechanism Result

- Report the race LIVE on smartphones

banners

- Track the real-time location of the runners

- Data track on Google Maps turned into rich

banners in real time

- Create headlines, illustrations,

- Banners updated every 6 minutes, going live

minimum 10 seconds, total 102 banners

- 73,000,000 impressions in 11 hours

- TV viewership rate up by 1,4%

- 10,000 tweets during the race

- Site visit increases by 140%

Live newsflash banners

http://www.spikes.asia/winners/2015/mobile/entry.cfm?entryid=749&award=4

What key breakfast take outs can I take home today … ?

What are the common successfactors ?

• Understand that mobile is a key driver - mobile maturity within your organization

• Choice of mobile as a medium or as a tool • Tap into the new branding era – embrace being a living brand

• Be relevant and insightful– From a local cultural point of view – From a technological point of view

• Be fearless – trial and error is part of the tech game

Mobile is the glue between online and offline

Mobile is the storytelling platform

Mobile brand presence should aim for long term customer

relationships not short term hype

Mobile is the central platform to define a brands role in daily life

and create real life value

Mobile enlarges location based e-commerce business models to a

new level thanks to geo localisation

Mobile feature phones have still a prominent role in rural marketing

Mobile creativity doesn’t need to be beautiful it needs to be smart

first

Mobile banners create real time customized experiences as live

broadcasting medium

To introduce the next presenter…

COCA COLA LYRICS

COCA COLA LYRICS

Background Insight

Coca Cola always create fun and creative

communication campaign. Their goal is to

share music related to lyrics on bottle

Chinese people are active on the internet,

but they are shy to express their feelings

in real life, face-to-face conversation

Mechanism Result

- Song lyrics are printed on Coke bottle

- Use QR code to scan and get the lyrics

+ icon digitally

- Easily share the lyrics and icon with

friends via social networks

- Using KOL to post, tweet to reach

organic reach

- More than 2,100,000 music-con

viewership

- More than 1,800,000,000 social

impressions

COCA COLA LYRICS

https://www.youtube.com/watch?v=Oqt9BdEaBQk

Thank you for your attention