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  1. 1. Mobile Marketing Success Stories Alexandra Deutsch Wirelesse Wednesday Prague, Nov. 7 2007 Copyright by Out There Media 2007
  2. 2. Overview • Out There Media – at a glance • 3 Mobile Marketing Success Stories • What we learn from them Copyright by Out There Media 2007
  3. 3. Out There Media - At a Glance Full Service Mobile Advertising & Media Agency Founded 2006 We bring together • Traditional advertisers, e.g. Coca Cola • Agencies, e.g. McCann Erickson • Content Providers, e.g. BBC, Vodafone Live • Aggregators, e.g. WIN • Operators, e.g. A1, Vodafone, WIND Strictly Confidential Copyright by Out There Media 2007
  4. 4. Out There Media – Our Services 1. Creative Conceptualization 4. Delivery • Target Audience Identification Aggregation • Message Definition Network Transmission and • Integration Planning Handset Compatibility 2. Creative Design 5. Analysis and Performance • Campaign Design Monitoring • Application Design Response Rates & Profiles • Building and Development Response Measurement and of Campaign Reporting Performance and Campaign 3. Technical Implementation Tracking • Enabling of campaign on mobile Feedback and Improvement portal • Ensure rendering and device compatibility 6. Billing and Invoicing Manage revenue share agreements, orders and invoices Strictly Confidential Copyright by Out There Media 2007
  5. 5. Out There Media - Technology Our business is based on three pillars: 1. Our network of advertisers, media groups, content providers and network operators 2. Campaign and Creative Services 3. MoBUCKS® (Ad - Serving Platform) Strictly Confidential Copyright by Out There Media 2007
  6. 6. MyCokeMusic Mobile Advertising for Coca-Cola Copyright by Out There Media 2007
  7. 7. Objectives Add value to existing SMS-ONLY “My Coke Music” Campaign by extending it to Vodafone Live On Portal • Increase reach in the target group • Maximize promotion results • Promote coke as innovative market player Collect user data Increase consumption Increase traffic on Coke Mobile Portal Strictly Confidential Copyright by Out There Media 2007
  8. 8. The concept First On Portal Campaign by Coke in Austria: • via interactive banners and mobile landing page • in Music and Games portal of Vodafone live! (mobilkom austria) By entering a code (found on every Coke can) users participate and win festival tickets If user does not have a coke at hand (because not necessarily consuming coke while surfing in Vodafone live!) possibility to receive WAP push link and enter code later sales stimulation Strictly Confidential Copyright by Out There Media 2007
  9. 9. Musik Spiele Die Top-Single: Nelly Stirb Langsam 4.0: Das Furtado - All Good Handyspiel Things Künstler der Woche The Fast and the Christina Aguilera Furious: Fugitve Sasha Coca Cola Gewinnspiel Neuheiten Hier klicken und Festival Top Downloads Tickets gewinnen! Kategorien: Denksport Musik in Ihren Ohren Spiele Klassiker Musik Freizeichen Casino + Glückspiel Musik Downloads alle Kategorien Musik News Musik Charts Music Finder CD Shop Hier klicken und Festival MP3 Klingeltöne Tickets gewinnen! A1 präsentiert A1 präsentiert Top Angebot Top Angebot Musik Clips SMS Gewinnspiel Kontakt Kontakt Home | Menü | Mein live! | Suche+www Home | Menü | Mein live! | Suche+www Strictly Confidential Copyright by Out There Media 2007
  10. 10. Lesson 1 Be where your target group is: anytime, anywhere! Copyright by Out There Media 2007
  11. 11. Germanos “Every day a captain is born” Copyright by Out There Media 2007
  12. 12. Objectives SMS Record Increase Sales Increase Footfall & Drive Traffic to Stores Increase Brand Awareness Strictly Confidential Copyright by Out There Media 2007
  13. 13. WIN-NING CONCEPT Massive Mobile Campaign (June): 30 days – 30 boats: “At Germanos Stores a captain is born everyday” Fun & addictive SMS Trivia Game around Sea, Greek Islands & Holidays • Users collect sea miles => increasing difficulty => more sea miles => more probabilities to win Strictly Confidential Copyright by Out There Media 2007
  14. 14. Promotion TV, Radio & Print Campaign Leaflets & Brochures In Store Promo Beach Promo with Celebrities on all popular beaches Major Launch Event On Line Promotion Strictly Confidential Copyright by Out There Media 2007
  15. 15. Alternative TVC: “Captain, oh captain!” Strictly Confidential Copyright by Out There Media 2007
  16. 16. Print Ads & Leaflets In leading magazines & newspapers Leaflets handed out on beaches, cafeterias and popular places during weekends Strictly Confidential Copyright by Out There Media 2007
  17. 17. In Store Promo Strictly Confidential Copyright by Out There Media 2007
  18. 18. On Line Promo Strictly Confidential Copyright by Out There Media 2007
  19. 19. Mobile Advertising Strictly Confidential Copyright by Out There Media 2007
  20. 20. Lesson 2 Always be fun and interact with your audience! Copyright by Out There Media 2007
  21. 21. Vodafone 100 Days 100 Cars Copyright by Out There Media 2007
  22. 22. Objectives Increase Market Share and Brand Preference by accelerating acquisition of new customers. Generate massive revenues from VAS Design the Biggest SMS Contest in the history of mobile telephony Strictly Confidential Copyright by Out There Media 2007
  23. 23. The Concept “100 days – 100 cars”: Create an SMS Game where people can win a SMART every day for 100 days (by “Going Up”) Develop an addictive game mechanism making people want to play on and on... Strictly Confidential Copyright by Out There Media 2007
  24. 24. The concept - overview TO : 5050 Text as many blank SMS as you Max wish, to 5050 and collect Smtih participations because for... Text blank SMS to 5050 (5HRK + VAT). Text your name and surname to 5050. 100 100 Vodafone Days offers... Strictly Confidential Copyright by Out There Media 2007
  25. 25. Promotion A.T.L. Creative Call Center media Communication SMS Internet Channels messages Promotional Statements packaging Stores Strictly Confidential Copyright by Out There Media 2007
  26. 26. TVC Example Presenter: There is it! The one down and right, is mine! Isn’t it the most beautiful? Speaker: Vodafone gives to all its subscribers, 100 SMART, in 100 days. Send now, blank sms, to Video 2 – VF GR 100 Smart 1111 and you might be the big winner of the day. So simple, so SMART. Every evening, luck is knocking at your door! Presenter: …Lucky me! Super: Both post-paid and pre- paid subscribers, 100 SMART 100 Click on the screen DAYS. Send blank sms to 1111. Daily draw at midnight. Legal terms at www.vodafone.gr Strictly Confidential Copyright by Out There Media 2007
  27. 27. Example Print On air: mostly 2nd month, some monthly titles of 3rd month as well (newspapers & magazines) You are expecting it day by day… Strictly Confidential Copyright by Out There Media 2007
  28. 28. SMS (Bulk) Campaign to customer WIN database A Smart offered by Vodafone simply by sending SMS! Bulk SMS sent gradually to ENTIRE customer database Strictly Confidential Copyright by Out There Media 2007
  29. 29. Shops Creation of special leaflets with codes that provide participation points bonus for the participants Brochures, Posters, stands Strictly Confidential Copyright by Out There Media 2007
  30. 30. Lesson 3 Be addictive! Copyright by Out There Media 2007
  31. 31. Key lessons summary 1. Be where your target group is – anytime, anywhere! 2. Be fun and interact with your target group! 3. Be addictive! ...AND... 4. Understand what they REALLY want! USE the mobile channel – don’t ABUSE it! Copyright by Out There Media 2007
  32. 32. Thank you! Mag. Alexandra Deutsch Managing Director Out There Media GmbH Tel.: +43 1 9081528 Fax: +43 1 9081528 20 Mail: ad@out-there-media.com Schottenfeldgasse 20/2, 1070 Wien www.out-there-media.com Copyright by Out There Media 2007

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