Harnessing Mobile Marketing
To Connect With Today's Youth
How Youth Brands In Japan Do It Right
Youth Marketing Forum 2008...
Some of the things people do
 with their phones in Japan
Payment
             Shopping             Camera


   Coupon                                  Books



Navi               ...
And if you really want to
You can even make a phone call.
86% of subscribers use
the Mobile Internet
4 4 in 5 of them on 3G
  in 5 of them on 3G
Why that is (in a nutshell)
Gardens without walls
  Unwalled Garden
0 ,- -
¥         Messaging is
          free (almost)
More than 1/3 of data users
on “All you can eat” plans
Mobile matters.
  “Which Medium is Most Important to To You?” - by Age Group


10-19                  25                  ...
A lot.
Time spent on Mobile Web per Day, 16-24 year-old Mobile Web Users (in %)

         “At least daily”: 90%
40
       ...
Mobile Advertising                                       1,284
spendings exceeded
                                        ...
But unfortunately, advertisers are still half asleep.
Advertising Expenditures across Major Media 2007 and YoY Changes 200...
Mobile: Left, right and center.
Attention            Interest                  Search                Action        Share


                               ...
Attention                  Interest                Search         Action          Share

 Broad Reach         Targeted Rea...
Campaign Examples
★   Campaign Date: ongoing
★   Users directed to Gucci Mobile site via
    QR code printed in brochures and on
    PC webs...
★   Campaign Date: various stages, 2007/10 to
                                     2008/04
                               ...
Source: Boukun Associates
★   More than 15 fashion sites (content &
                          commerce on PC and mobile)
                      ★   7...
★   Campaign Date: 05/07-06/07
                                   ★   Launched limited-time Coca Cola-
                   ...
★   Almost 1 million sign-ups for Coca Coca
                                 mobile site
                             ★   ...
★   Campaign Date: November 2006
                                                      ★   Large images of iconic Japanese...
Source: Dentsu
★   Promotion Date: ongoing, since February
    2006
★   Promotion Outline: Member Site and
    Flash Coupons; Contactless...
Source: IT Media
Source: IT Media
★   Campaign Date: August/September 2007
                               ★   Campaign designed to reflect the core
         ...
Touchpoints 24/7, 365.
NTT DoCoMo “Lifestyle Support” Approach
Thank you.


billich@infinita.co.jp
www.infinita.co.jp/research
Harnessing Mobile Marketing To Connect With Today's Youth - How Youth Brands In Japan Do It Right 9
Harnessing Mobile Marketing To Connect With Today's Youth - How Youth Brands In Japan Do It Right 9
Harnessing Mobile Marketing To Connect With Today's Youth - How Youth Brands In Japan Do It Right 9
Harnessing Mobile Marketing To Connect With Today's Youth - How Youth Brands In Japan Do It Right 9
Harnessing Mobile Marketing To Connect With Today's Youth - How Youth Brands In Japan Do It Right 9
Harnessing Mobile Marketing To Connect With Today's Youth - How Youth Brands In Japan Do It Right 9
Harnessing Mobile Marketing To Connect With Today's Youth - How Youth Brands In Japan Do It Right 9
Harnessing Mobile Marketing To Connect With Today's Youth - How Youth Brands In Japan Do It Right 9
Harnessing Mobile Marketing To Connect With Today's Youth - How Youth Brands In Japan Do It Right 9
Upcoming SlideShare
Loading in...5
×

Harnessing Mobile Marketing To Connect With Today's Youth - How Youth Brands In Japan Do It Right 9

634

Published on

Presentation from Youth Marketing Forum 2008, Singapore, June 3, 2008.

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
634
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
33
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Harnessing Mobile Marketing To Connect With Today's Youth - How Youth Brands In Japan Do It Right 9

  1. 1. Harnessing Mobile Marketing To Connect With Today's Youth How Youth Brands In Japan Do It Right Youth Marketing Forum 2008 Singapore, September 3, 2008 Christopher Billich
  2. 2. Some of the things people do with their phones in Japan
  3. 3. Payment Shopping Camera Coupon Books Navi Manga SNS Search Games VoD Music TV Radio
  4. 4. And if you really want to
  5. 5. You can even make a phone call.
  6. 6. 86% of subscribers use the Mobile Internet
  7. 7. 4 4 in 5 of them on 3G in 5 of them on 3G
  8. 8. Why that is (in a nutshell)
  9. 9. Gardens without walls Unwalled Garden
  10. 10. 0 ,- - ¥ Messaging is free (almost)
  11. 11. More than 1/3 of data users on “All you can eat” plans
  12. 12. Mobile matters. “Which Medium is Most Important to To You?” - by Age Group 10-19 25 2 42 22 31 5 20-29 23 2 28 37 61 3 30-39 39 3 21 30 3 2 2 40-49 48 4 13 26 4 3 3 50-59 50 10 9 19 3 7 3 60+ 53 15 6 11 3 10 5 Source: NTT Advertising, 2007 TV Newspaper Mobile PC Magazine Book Radio Other
  13. 13. A lot. Time spent on Mobile Web per Day, 16-24 year-old Mobile Web Users (in %) “At least daily”: 90% 40 “More than an hour daily”: 61% 33 30 24 22 20 22 21 20 17 16 15 16 16 14 12 13 10 9 5 4 3 3 3 3 0 >3 hrs 2-3 hrs 1-2 hrs 30 min -1 hr Daily, <30 min Less than daily I don’t Source: Infinita, April 2008 All Female Male
  14. 14. Mobile Advertising 1,284 spendings exceeded 1,108 half a billion US$ last year. 928 744 621 390 288 180 100 2003 2004 2005 2006 2007 2008 2009 2010 2011
  15. 15. But unfortunately, advertisers are still half asleep. Advertising Expenditures across Major Media 2007 and YoY Changes 2006/(2005) +21.3% (+28.6%) Mobile: only 1% +3% (+0.9%) share, but +59.2% (+35.4%) growth -5.2% (-3.8%) -4% (-1.3%) -4.2% (-1.9%) +10.8% (+11.7%) -0.9% (-1.2%) Sources: Dentsu Communication Institute, April 2008; Production Costs + Media Spendings
  16. 16. Mobile: Left, right and center.
  17. 17. Attention Interest Search Action Share URL TV Newspaper Transit PoS Mobile SNS Mobile Site Mobile Mail Radio OOH Magazines Mobile Search Mobile Tool PC Site Blogs Reviews PC Search Online Event Mobile Ads EC Site Word of Mouth
  18. 18. Attention Interest Search Action Share Broad Reach Targeted Reach Search PoS Social Mobile SNS Carrier Menu Fashion News&Sports Access Tools Mobile Email Ads QR Mobile Site TV Guide Short Codes !"#$!! Location/Maps Mobile SNS Visual Search Mobile Email NFC
  19. 19. Campaign Examples
  20. 20. ★ Campaign Date: ongoing ★ Users directed to Gucci Mobile site via QR code printed in brochures and on PC website ★ Register (and sign up for mobile newsletter in the process) ★ Receive Gucci-branded themes (covering Flash wallpaper, Menus etc.) ★ Campaign keeps users coming back by distributing content via “slot machine” mechanism
  21. 21. ★ Campaign Date: various stages, 2007/10 to 2008/04 ★ Turn-based multiplayer game ★ Scan QR code on snack bag and pick your side (imperial vs. evil) ★ Pre-schedule group moves for nightly battle, conquer battlefields to unlock wallpapers (more than 120 total) ★ Rise in rank according to number of players recruited and battle merits ★ Battle news by mobile email Promotional banner for Stage 2 Source: Boukun Associates ★ “Military intelligence/spy points” system ★ More than 100,000 page views per day
  22. 22. Source: Boukun Associates
  23. 23. ★ More than 15 fashion sites (content & commerce on PC and mobile) ★ 7 million members ★ 1.5 billion PV/month ★ Twice-yearly “Tokyo Girls Collection” events combining • 20+ Brands’ fashion shows • 60+ Top Models and Idols • Real-time shopping via mobile • Live Acts • Beauty Contest • Limited edition collections via tie-ups ★ Attendance: 25,000 ★ Tickets: USD 20-80 ★ Xavel Inc. also active in actual off-line commerce (fashion, cosmetics, beauty Source: Xavel, Inc. salons, design hotels) through collaborations
  24. 24. ★ Campaign Date: 05/07-06/07 ★ Launched limited-time Coca Cola- branded version of social networking site mobagetown ★ Accessible only to double-registered users of mobagetown and Coca Cola Mobile ★ Reach top scores on Coca Cola-branded games to receive branded avatar items ★ Coca Cola-branded Decomail graphics to use in mobile emails to friends ★ “Coke Character” with avatar and blog ★ Campaign extensively promoted via tie-in Coca Cola/mobagetown Tie-up Site with Coca Cola “The Coke Side of Life” Source: Nikkei TV campaign
  25. 25. ★ Almost 1 million sign-ups for Coca Coca mobile site ★ 185 million page views ★ 5.6 million page views on Coke character blog page alone ★ 350,000 users connected with Coca Cola character as friends ★ 190,000 comments posted to the Coke character blog Coca Cola-branded version of mobagetown (above), branded games (top right), branded Decomail (left) Source: DeNA Co., Ltd.
  26. 26. ★ Campaign Date: November 2006 ★ Large images of iconic Japanese manga heroes as QR code mosaics ★ Posters, magazine ads, outdoor billboards, column wraps ★ Leading to mobile manga site where content could be purchased ★ “The ad is the product is the technology” Color QR Code Mosaic Posters with Comic Book Heroes Source: Dentsu
  27. 27. Source: Dentsu
  28. 28. ★ Promotion Date: ongoing, since February 2006 ★ Promotion Outline: Member Site and Flash Coupons; Contactless Coupons • Sign up on the McDonald’s mobile website and download Flash coupons • Redeem by showing at cash register (since May 2008: contactless redemption via RFID) • Receive new promo notifications from McDonald’s via mobile mail and download new coupons from site ★ Mobile Site reached 8 million members in little over two years (April 2008) ★ 20% of children between 12-18 in Japan use the service
  29. 29. Source: IT Media
  30. 30. Source: IT Media
  31. 31. ★ Campaign Date: August/September 2007 ★ Campaign designed to reflect the core qualities of the product being promoted - speed and agility ★ Sign up on mobile campaign site with phone number ★ Receive calls from NIKE at completely unexpected times, answer as quickly as possible ★ Users could check own times and overall user ranking on mobile site NIKE Mobathlon PC Demo Video Source: imaginative, Inc.
  32. 32. Touchpoints 24/7, 365. NTT DoCoMo “Lifestyle Support” Approach
  33. 33. Thank you. billich@infinita.co.jp www.infinita.co.jp/research
  1. ¿Le ha llamado la atención una diapositiva en particular?

    Recortar diapositivas es una manera útil de recopilar información importante para consultarla más tarde.

×