Roadshow asia bbh

Richard Powell

Business Director, BBH AsiaPacific

5th May 2010

Effective Mobile Marketing

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EFFECTIVENESS IS OUR OBJECTIVE

CREATIVITY IS OUR STRATEGY

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CLIENT X: LOCATION-BASED FLIRTING

(2005)

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THE AUDI CHANNEL (2005)

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VODAFONE : SECOND LIFE VIRTUAL

NETWORK (2006)

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VIGORSOL GUM: CIPPI THE FARTING

CHIPMUNK (2007)

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AUDI R8 : TEST DRIVE (2008)

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CLIENT X : LIVE GAMESHOW

INTERACTION (2008)

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LYNX: GET IN THERE

(WEAPONS OF MASS SEDUCTION)(2008)

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CLIENT X : IN-RUNNING PREDICTION

(2009-10)

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MOBILE MARKETING: THE BOY WHO

CRIED WOLF

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2005: THE YEAR OF MOBILE






MOBILE MARKETING: THE BOY WHO

CRIED WOLF

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MOBILE MARKETING IS WAY BEHIND THE

CONSUMER

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EFFECTIVENESS: EASY TO

UNDERSTAND

THE THEORY SOUNDS EASY

1. THE CHALLENGE

2. THE SOLUTION

3. THE RESULTS

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IN PRACTICE

1. THE CHALLENGE

2.THE IDEA3. THE RESULTS

EFFECTIVENESS: VERY HARD TO PULL

OFF

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WHAT DO WE MEAN BY

EFFECTIVENESS?

PERFORM ITS ROLE AGAINST STATED OBJECTIVES

BRAND HEALTH IS NOT ENOUGH

DOWNLOADS ALONE AREN’T ENOUGH

USE OF MOBILE MUST BE RELEVANT AND BASED ON

CONSUMER INSIGHT

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HOW NOT TO ACHIEVE EFFECTIVENESS

1. CONFUSE MEANS AND END: TECHNOLOGY IS ONLY

EVER THE MEANS

2. DO IT JUST BECAUSE YOU CAN

3. ASSUME THAT IF YOU BUILD IT THEY WILL COME:

DISTRIBUTION IS KEY

4. DO IT HALF-HEARTED: INVEST PROPERLY

5. FORGET TO BUILD EFFECTIVENESS MODELLING FROM

THE START

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WITHOUT A FOCUS ON EFFECTIVENESS,

WE ALL SUFFER

ADVERTISERS WILL ONLY PLAY AROUND THE FRINGES

EVERY PROJECT COMES FROM NEW BUSINESS/ NEW

CLIENTS (INEFFICIENT)

WITHOUT THE CASE STUDIES IT’S HARDER TO JUSTIFY

NEXT TIME

MOBILE DOESN’T EVOLVE

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WE ARE STILL WAITING FOR A BIG

GLOBAL CAMPAIGN

THERE ARE SOME GREAT EXAMPLES

TO CHOOSE FROM …

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CARLING iPINT

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NEW YORK DEPARTMENT OF EDUCATION:

THE MILLION

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NIKE TRUE CITY

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CASE STUDY: AXE WAKE-UP SERVICE

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THE CHALLENGE

GUYS IN JAPAN WEREN’T USING AXE ENOUGH. JUST A

FEW TIMES A WEEK.

TASK: INCREASE FREQUENCY OF USAGE

STRATEGY: MAKE THE BRAND A PART OF THEIR DAILY

ROUTINE:

Wake-Up –> pee –> brush teeth –> shower

–> (shave) –> breakfast –> leave home

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DRIVING INSIGHT

67% OF JAPANESE

GUYS USE THEIR

PHONE AS AN

ALARM CLOCK

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CAMPAIGN ANATOMY

TV & PRINT ADVERTISING

CALL CENTRE

MOBILE APP

ONLINE SERVICE CENTRE

SKI RESORT EVENT

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RESULTS

35 MILLION PAGE VIEWS

80% AWARENESS AMONG THE TARGET AUDIENCE

PURCHASE INCREASED:

THE PERCENTAGE OF AXE USERS WHO HAD

PURCHASED MORE THAN ONCE INCREASED

FROM 25.7% BEFORE THE CAMPAIGN TO 29.8%

AFTER.

THE PERCENTAGE WHO HAD PURCHASED MORE

THAN TWICE ROSE FROM 14.2% TO 36.8% OVER

THE SAME PERIOD.

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THE BEST IS YET TO COME

SOONER OR LATER, SOMEONE IS GOING TO DROP A

GAME-CHANGING CAMPAIGN

WE WANT THAT SOMEONE TO BE BBH

WE WILL DO IT BY WORKING WITH THE BEST PARTNERS.

IS THAT YOU?

e: [email protected]

m: 9727 0058

mailto:[email protected]



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