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Recycling For Nma Live 26 3 10
 

Recycling For Nma Live 26 3 10

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Presentation given at NMA Live event in London on 23 March, 2010 discussing apps (and mobile solutions) for marketers

Presentation given at NMA Live event in London on 23 March, 2010 discussing apps (and mobile solutions) for marketers

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    Recycling For Nma Live 26 3 10 Recycling For Nma Live 26 3 10 Presentation Transcript

    • NMA Live Mobile Apps for Marketers Jason Cross 26.03.10
    • What makes us different • Positioning Award winning, independent, full service Mobile Marketing and Mobile Advertising agency. We service clients’ needs using all mobile formats • Industry leadership MMA, IAB, AA, IDM, DMA, ISP, Marketing Society • Clients Advertisers, agencies, media owners, publishers, the public sector and charities; no adult services or gambling • All in-house technology – the buck stops with us!
    • Incentivated – How we work with clients Engagement is spread across all three elements Clients Global acquisition, retention (CRM) and m-commerce campaigns and solutions Campaign strategy, concept & management Marketing, Creative & Design, build & hosting of WAPsites* Advertising Agency Mobile advertising planning & buying Consulting, insight & post campaign analysis Mobile marketing Mobile Marketing Email marketing Platform WAPsite (mobile internet) publisher Self-serve functionality Messaging Gateway & SMS, PSMS, MMS, LBS, 2D barcodes etc Mobile content management system** Software Company Design & build of handset & server apps *Includes iPhone and other ‘smartphone’ specific sites // **Phone capabilities database
    • We are industry pioneers Best Mobile Mobile ‘iris’ Appointed as Marketing campaign Marketing Version 1 sole mobile agency & Best Mobile Campaign Association launched on COI roster 2001 2002 2004 2005 2006 2007 2008 Won 7/8 2009 Founded Awarded tender Short listed for Global Mobile Mobile for Mayor O2 most Advertising Awards of London inspirational award London business
    • Who’s using the mobile channel? Incentivated’s balanced portfolio of agency and brand clients BRANDS AGENCIES
    • Our award - winning campaigns 2009 WINNER Gold award, Public Sector & Charity 2009 WINNER 2007 FINALIST Gold award, Best Use of Mobile Content Award Best Recruitment Campaign Silver award, Best Data/Media strategy Bronze award, Best use of new technology Bronze award, Best DR print 2008 WINNER advertising 2007 WINNER Bronze award, Public Sector Best Mobile Campaign 2009 WINNER 2008 WINNER Best Charity and Voluntary Best use of an emerging digital Sector Campaign channel in CRM 2007 WINNER Best Mobile Marketing Campaign of the Year 2009 WINNER Silver award, Alcoholic drinks 2007 SHORTLISTED industry Top 20 inspiring companies in Silver award, Targeted digital 2008 Official Honoree London promotions Mobile Advertising
    • What can you do with mobile? SMS Alerts Location based MMS Mobile Internet Bluetooth Text & Win Mobile video Sampling Mobile ticketing Mobile donations Applications
    • Recycle for London Case Study “Evil Bin” iPhone and Java game application
    • 2006 80% of Londoners believed they recycle ‘a lot’ or ‘everything they could’ Recycling rate was in fact less than 20%
    • “Starve Your Bin” Campaign Top down London Londonwide advertising, utilising: wide campaign TV Radio Online Outdoor (Buses and tubes) London Paper media partnership Local comms, utilising: Local press advertorials 33 London boroughs Truck panels Lamppost banners Localise and extend PR templates the campaign Event sponsorship
    • Surrounding media campaign communicates the main message
    • Whilst TV and radio bring the evil bin “to life” See the video: http://www.youtube.com/watch?v=Sj93a_g3Oks
    • To support the campaign, we used mobile to drive engagement*, and reinforce recycling messages *Research shows a 25% improvement in advert awareness and understanding when the audience has “engaged” with the campaign in some manner…
    • We used mobile advertising to further drive application downloads
    • welcome pages for iPhone/Java application
    • game play builds messages about recyclable materials
    • Competitive aspect leads to data collection and app “life”
    • send to friend encourages game to be shared
    • A fully accessible app: via SMS, mobile media banner or app store
    • Campaign Results 67% (of Londoners) had seen some form of Starve Your Bin advertising in the previous month Of those: 78% said it raised their awareness of the issue 79% said it reminded them to recycle more 71% said it encouraged them to recycle 64% said they recycle more as a result of the campaign London recycling rate*: 2002-03: 9% 2005-06: 18% 2007-08: 22% 2008-09: 25% *municipal waste only: anything the councils are responsible for collecting, so typically household, small businesses, some schools and hospitals, and street bins
    • Campaign Results Recycleforlondon.com visits Pre campaign (Sept 08) saw an average of 145 unique visitors per day. During burst 1 (mid Nov to mid Dec) average of 759 unique visitors per day with high of 1120. During burst 2 (Feb 9 to March 11) average of 502 unique visitors per day with high of 812. Online advertising statistics Opportunities to see an online ad: 6.2 million unique users at a frequency of ave. 2.3 Online video plays - 3.4million 11,500 clicking through to website via the ads 10,000+ advert plays on YouTube 30,000+ advert plays across London-centric and niche blog websites such as EcoStreet
    • Campaign Results Mobile Statistics The mobile game had been requested by over 18,000 people (to April ’09). It increased from around 6000 to over 18000 after a booost from: - An SMS push to Blyk users (4158 clicks to WAP game site) - Mobile phone advertising across Yahoo and Orange mobile domains (3844 and 1855 clicks respectively to WAP game site)
    • See the film: http://www.youtube.com/watch?v=gMi2w-XX1UM
    • Thank You Any questions? jasonc@incentivated.com @jcmobile10 www.incentivated.com
    • Mobile game makes recycling fun The Solution: A mobile game was developed for Java enabled phones as well as the Apple iPhone. It was promoted via the iTunes App Store, in mobile Advertising and through PR. Business Need: Users could text BIN to 62967 to launch a mobile internet site To extend “Starve your bin”, from where they could RfL’s fully integrated download the game. campaign, to a younger audience in a fun and The aim is to collect recyclable materials in the engaging way which recycling bin and leave non-recyclable items for educates users about what the bin bag (the ‘Evil Bin’). Functions: can and cannot be recycled and encourages them to tell A score leaderboard encourages competition • Game others. and ‘send to a friend’ functionality makes it viral. • Forward to friend INSPIRATION GUIDE: ACQUISITION beinspired@incentivated.com Public Sector: Recycle for London www.incentivated.com/publicsector