roadshow asia digitalsunray media
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Mobile 2.0 Advertising show case: Ärzte ohne Grenzen (ÄoG) | Médecins Sans Frontières (MSF).
Promoting mobile as an interactive marketing medium as part of a 360° campaign for a NGO.
Singapore, May 5th, 2010
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Agenda.
1 About Digitalsunray Media
2 Mobile 2.0 | Web 2.0 show case: Ärzte ohne Grenzen (ÄoG)
3 Success factors. Next steps.
Digitalsunray Media.mobile|creative|marketing|content|solutions
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About Digitalsunray Media.
Structure
Founded in August 2007
Based in Vienna, Austria
100% self financed
Team of 6 people
Network of freelancer
In-house development and co-operation with external technical partners
Mission Statement
Go mobile, Ad globile!
Customers
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Service portfolio.
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CONTENT-
DEVELOPMENT,
LISENSING
& BRANDING
MOBILE & MEDIA STRATEGY CONSULTING
MOBILE PRESENCE MOBILE COMMUNICATION
DEVELOPMENT & HOSTING
FU
LL S
ER
VIC
EM
OB
ILE
MA
RK
ET
ING
MOBILIZATION,
APPS-, PORTAL -
CREATION
& DESIGN
MOBILE
ADVERTISING
& CAMPAIGN
CREATION
CAMPAIGN-
MANAGEMENT
& MEDIA
PLANNING
Campaign pitch: Ärzte ohne Grenzen (ÄoG).innovative | interactive | viral
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"Médecins Sans Frontières (MSF)" (http://www.msf.org) is an international humanitarian aid organization providing emergency medical assistance to populations in danger in more than 70 countries.
Mission
The basic principle is voluntary commitment: MSF volunteers (expats) donate their time and qualifications for people in crisis.
MSF seeks to raise awareness of crisis situations and to ensure respect for the human beings and their fundamental human rights
Foundation
MSF has been setting up emergency medical aid missions around the world since 1971.
The Austrian partner office of MSF – "Ärzte ohne Grenzen (ÄoG)" (http://www.aerzte-ohne-grenzen.at) – was founded in 1994.
Ärzte ohne Grenzen (ÄoG) | Médecins SansFrontières (MSF) | Doctors Without Borders.
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Social Networks to spread the word and recruit volunteers.
For medical aid operations throughout the entire world, MSF is on the lookout for volunteers who are willing to provide some of their time and skills to be available for those in need.
Social networks are the perfect space for this mission. Thus "Ärzte ohne Grenzen (ÄoG)" is very active in all popular social networks and runs its own blog.
Facebook: http://www.facebook.com/aerzteohnegrenzenMSF
Twitter: http://twitter.com/msf_austria
YouTube: http://www.youtube.com/msfaustria
ÄoG Blogs: http://blogs.msf.at/
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Campaign pitch | briefing.
Creation of a new 360°Campaign
Above the line: TV, outdoor, print
Below the line: Online, Mobile Innovative, Interactive, Viral
Campaign target
Develop an interactive campaign
Create (brand) awareness and ultimately raise funds
Use mobile and online as interactive channels
Well integrated into main above the line campaign
Reach (new) target audience via new digital formats
Target Group
Younger audience
Business segment | companies
Everyone
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New campaign: Slogan | Claim.
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New slogan:
Ärzte ohne Grenzen. Wirkt weltweit.
(Doctors Without Borders. Helps worldwide.)
New claim:
Mit-wirken!(Contribute | Help (together)!)
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New campaign key visual: Box.
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Mobile 2.0 | Web 2.0: Mit-wirken!Interactive mobile campaign.
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Mobile:
http://mspende.msf.at
Mobile campaign page: Step I – Choose your donation box.
Chose size of donation
box
Splash/Landing
page
Start donation
Send-to-Friend
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Chose among
different products
Add to your box
Progress bar |
Product added
Add more products
Donate now
Step II – Choose products | amount.
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Step III – Add further products.
Chose among
different products
Add to your box
Progress bar
Donate now
2nd product added
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Step IV – Confirmation.
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Enter mobile number
Donation process:
Once you have completed your donation and/or the donation box is full, the user proceeds with the confirmation process.
Confirmation
User enters his mobile number
Pressing the 'send'-button triggers a SMS stating the amount again she/he wants to donate plus request to answer with ‘YES'
User gets a confirmation SMS with a link to the 'Thank You' page plus info to
either forward it to her|his friends, colleagues and|or relatives
OR
post it via facebook
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Step V(a) – Send2Friend.
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Enter your name
Enter your friend’s name
Enter friend’s mobile number
Send-to-Friend
Post on facebook account
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Step V(b) – Post on facebook.
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Post on facebook account
Enter your facebook
credentials
Shows status
update on facebook
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Step V(b) – Status update on facebook.
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Immediate status update:
…has filled a donation box for "Ärzte ohne Grenzen"
Request to participate either
Online OR
Mobile
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Mobile promotion: operator and off-portals.
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Online. Above the line. Merchandise. Other means to help.Contribute. | Carry-on.
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Online campaign page and bannering.
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Online: http://www.aerzte-ohne-grenzen.at/spendenbox/
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Above-the-line: Print | Outdoor | TV.
http://www.tshirt.ag/de/aerzte-ohne-grenzen
21 means to help
Success factors. Next steps.
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Success factors.
Campaign essentials
– High personal evolvement with the brand Strong awareness and brand building
– Strong community building and viral impact
– Pushing new fund raising possibility Donation focus combined with fun | community elements
– Strong focus on new distribution technologies and cross-format promotions
– Differentiation
Room for improvement
Mobile: One-click-to-donation, ie lack of smooth cross-operator|platform billing possibilities
Currently there is still a media disruption, ie when clicking on 'Donate', you have to leave the mobile browser, open your SMS message and reply with 'YES'. After that you get the 'Thank You'-SMS with a link to forward the box to friends or post it on facebook.
Next steps
– Fully integrated mobile billing experience
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Next steps.
In the pipe
– One-click mobile billing integration
– Regular SMS-promotions to total customer base
– Special promotion for companies for joint donation box (eg: X-MAS, recent catastrophes,…)
– Mobilization of ÄoG-online portal
– Mobile newsletter
– Educational videos for online and mobile
International roll-out
Other country organizations of "Médecins Sans Frontières (MSF)“
White label approach
The donation proposition as well as flow can also be transferred to other concepts as a white label solution for other NGOs and NPOs.
In a nutshell | 'box'…
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© Digitalsunray Media GmbH - Confidential
Every donation counts and helps worldwide!
Mobile: http://mspende.msf.atOnline: http://www.aerzte-ohne-grenzen.at/spendenbox/
[email protected], +43 676 433 42 40
Digitalsunray Media GmbH, Erdbergstraße 10/31, 1030
Vienna, Austria