New Release-Mobile Video Commercial

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  • 1. Mobile Video Commercial “ Simple, imaginative, impactful and viral”
  • 2. Just like a TVC, a Mobile Video Commercial is a 30second to 1 minute video commercial/presentation sent directly on the Target Groups mobile phone using push/pull techniques and used effectively for branding and lead generation activities Mobile Video Commercial: Core concept
  • 3. Why Mobile
  • 4. Mobile: Anytime & Every time WORK RESIDENSE RESIDENSE Sleep Lunch Time On Your Way On Your Way Internet Trade Press Exhibitions Billboards TV Internet Books Magazines Radio Newspapers Billboards Radio Magazines Billboards MOBILE Sleep Mobile Screen: 24X7 usage
  • 5. Mobile & Data Growth Strictly Confidential
    • India as on June, 2010:
    • Total mobile subscriber base reaches 652.42 Million .
    • Avg. 15 Million new subscribers are adding up every month.
    • Subscribers accessing Internet/Data Service on Mobile touches 214 Million with 70% increase in last 12 months.
    • Source: Trai
    • Globally, between 2009 & 2014
    • Mobile data traffic is growing at a CAGR of 108%
      • Over 80% of mobile traffic will be driven by Mobile Broadband handsets.
      • Almost 66 % of the traffic will be mobile video by 2014
    • Source: Cisco
  • 6. Brands using Mobile Video Commercials Strictly Confidential
  • 7. Customers Speak Strictly Confidential
  • 8. Mobile Video Commercial(MVC) Ways of promotion
  • 9. MVC SERVER Promotion MVC Adaptation E-MAIL Campaign Viral spread Brand Collaterals TARGET AUDIENCE Target Community Promotion through Mobile Video Commercials Mobile Internet Viral via FACEBOOK Response to SHORT Code Query MVC SMS campaign to TG Supplement PRINT ADVT. Sales Follow Up
  • 10. MVC SMS campaign to Target Group NIIT MVC Link Database Captured NIIT MVC to the TG Customizable promotional text NIIT INBOX Still confused about your career? Download short info video on CELL/PC & yourself decide why to choose a career at NIIT. Call us 180010XXXX Please provide us your mobile number to serve you the NIIT video: Brought to you by 9810431876 Download
  • 11. Text only SMS vs Video SMS Strictly Confidential Parameter Text Only SMS Video SMS Advantage TG profiling based on database filteration based on same database filteration better reach upward income and literate group (IT and internet savy) Mass campaign 160 char text 130 char text + high impact video Non data customers still gets 130 chars text Value proposition give limited information give far more information + generate interest beside information visuals also generates user interest Why would user devote time For information For information + to satisfy curiosity curious and literate customer will download the video to “check information”. Pose a challenge to customer i.e. Can you spot…in the video? User retention minimal impact --> minimal retention maximum impact --> maximum retention Serious interested customer will save sms to access video again and again Lead Generation:       1) with call to action yes yes Video sms allows you to throw a challenge and build a related & better call to action. 2) w/o call to action no yes Only possible in video sms (just by the sheer act of downloading) DND strictly applicable strictly applicable   Viral Does'nt happens stats proves the viral spread Better ROI Cost low Marginally higher(One time cost of making creative) On high volumes, negligible increase in per sms cost.
  • 12. MVC in response to SHORT CODE query Abc 1:06pm New text message 1000/1 To: 56070 Message: MERCEDES Send Back Options 56070 INBOX Thank you for your response. Our Customer care executive will contact you soon. Meanwhile click on CELL/PC to enjoy SLS-AMG VIDEO Interested audience of Mercedes Response from Mercedes Enhanced User Experience
  • 13.
    • Advantages:
    • Instant access to Information on MOBILE.
    • Immediate measure of the response from Print. Collaterals.
    • Lead capture.
    Supplement Print with MVC MAAC Print Advertisement
  • 14. Supplement E-Mail campaigns with video commercial
  • 15. News: “ Gold: The best investment” says investors. “ Gold on a record12 months high” “ Wedding season to start early this year.” Please provide us your mobile number to enter “GET LUCKY” contest & download contest details. Brought to you by 981043XXXX Download GET LUCKY with MEHRASONS JEWELLERS MVC spread via Mobile Internet http://google/searchdailynews/ Video to user Users on mobile internet MEHRASONS display advt. Clk2c captures lead
  • 16. MVC viral via FACEBOOK Send this video to FRIEND’S MOBILE
  • 17. MVC SERVER MVC Adaptation Branch Agra Branch Bangalore Branch Bhopal Branch Bikaner Branch 1 LINK Branch 3 LINK Branch 2 LINK Branch N LINK Push to TG Push to TG Push to TG Push to TG Branch 1 Leads HDFC Collaterals Agra & Vicinity Bhopal & Vicinity MOBILE HANDSET 9810345XXX NOKIA E63 9872654XXX SamsungC 9999736XXX SonyErric 9321567XXX INTERNET 9811656XXX LG X 301 B’lore & Vicinity Bikaner & Vicinity Branch wise lead generation
  • 18. Branch wise video links Mobile Leads Branch wise lead segregation by HDFC Internet Leads
  • 19. Benefits of using MVC Benefits Details Viral Spread Due to novelty of idea consumers tend to forward MVC LINK via sms leading to a viral campaign at no additional cost Brand Recall & Retention Much higher brand retention as the mobile video stays in handset and is repeatedly played by the consumer Call To Action Mobile Number capture allows a call to action to be built in any campaign Extended Life Viral downloads of MVC gives extended life to your current campaign Differentiated Consumer Experience Novelty of a mobile video gives consumer a differentiated brand experience Convenience MVC offers a quick 30 second summary of your product which is more convenient than website surfing on mobile Campaign Measure Offer a direct measure(number of downloads/mobile numbers) through our server. Simple execution & Fast turnaround time Bring a new creative in front of TG in a matter of 1~2 weeks Push/Pull Pull: Push: * MVC link included in Print advt./Flyers/Brochures * Video SMS campaign * Mobile Video delivered in response to SMS short code query. * Enabling consumers to download TVC on mobile.
  • 20.
    • Branded video greetings to existing customers:
      • Festival wishes such as HOLI, DIWALI, NEW YEAR to customers making them feel a part of your family.
      • Personalized Birthday video greeting directly on customers mobile making them feel special.
    • Distinct advantages:
      • Recurring customer engagement.
      • Low cost
      • Viral spread of video leading to increased brand visibility.
      • Increased customer loyalty & traction
    Other applications:
  • 21. Contact: Ikshit Chhabra Email: M:+91-9999726681