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M2 roadshow us gerhard guenther, digital sunray media

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    M2 roadshow us   gerhard guenther, digital sunray media M2 roadshow us gerhard guenther, digital sunray media Presentation Transcript

    • Mobile 2.0 Advertising show case:Ärzte ohne Grenzen (ÄoG) |Médecins Sans Frontières (MSF).Promoting mobile as an interactive marketing mediumas part of a 360° campaign for a NGO.New York, November 2nd, 2010
    • Agenda. 1 About Digitalsunray Media 2 Mobile 2.0 | Web 2.0 show case: Ärzte ohne Grenzen (ÄoG) 3 Success factors. Next steps.© 2010 Digitalsunray Media GmbH - Confidential 2
    • Digitalsunray Media.mobile|creative|marketing|content|solutions 3
    • About Digitalsunray Media. Structure Customers  Founded in August 2007  Based in Vienna, Austria  100% self financed  Team of 7 people  Network of freelancer  In-house development and co-operation with external technical partners Mission Statement  Go mobile, Ad globile!© 2010 Digitalsunray Media GmbH - Confidential 4
    • Service portfolio. MOBILE & DIGITAL MEDIA STRATEGY CONSULTING MOBILE MARKETING FULL SERVICE MOBILE PRESENCE MOBILE COMMUNICATION MOBILIZATION, CONTENT- MOBILE CAMPAIGN- APPS-, PORTAL - DEVELOPMENT, ADVERTISING MANAGEMENT CREATION LISENSING & CAMPAIGN & MEDIA & DESIGN & BRANDING CREATION PLANNING DEVELOPMENT & HOSTING© 2010 Digitalsunray Media GmbH - Confidential 5
    • Campaign pitch: Ärzte ohneGrenzen (ÄoG).innovative | interactive | viral 6
    • Ärzte ohne Grenzen (ÄoG) | Médecins Sans Frontières (MSF) | Doctors Without Borders. "Médecins Sans Frontières (MSF)" (http://www.msf.org) is an international humanitarian aid organization providing emergency medical assistance to populations in danger in more than 70 countries. Mission  The basic principle is voluntary commitment: MSF volunteers (expats) donate their time and qualifications for people in crisis.  MSF seeks to raise awareness of crisis situations and to ensure respect for the human beings and their fundamental human rights Foundation  MSF has been setting up emergency medical aid missions around the world since 1971.  The Austrian partner office of MSF – "Ärzte ohne Grenzen (ÄoG)" (http://www.aerzte-ohne- grenzen.at) – was founded in 1994.© 2010 Digitalsunray Media GmbH - Confidential
    • Social Networks to spread the word and recruit volunteers. For medical aid operations throughout the entire world, MSF is on the lookout for volunteers who are willing to provide some of their time and skills to be available for those in need. Social networks are the perfect space for this mission. Thus "Ärzte ohne Grenzen (ÄoG)" is very active in all popular social networks and runs its own blog.  Facebook: http://www.facebook.com/aerzteohnegrenzenMSF  Twitter: http://twitter.com/msf_austria  YouTube: http://www.youtube.com/msfaustria  ÄoG Blogs: http://blogs.msf.at/© 2010 Digitalsunray Media GmbH - Confidential
    • Campaign pitch | briefing. Creation of a new 360°Campaign  Above the line: TV, outdoor, print  Below the line: Online, Mobile  Innovative, Interactive, Viral Campaign target  Develop an interactive campaign  Create (brand) awareness and ultimately raise funds  Use mobile and online as interactive channels  Well integrated into main above the line campaign  Reach (new) target audience via new digital formats Target Group  Younger audience  Business segment | companies  Everyone© 2010 Digitalsunray Media GmbH - Confidential
    • New campaign key visual & claim.© 2010 Digitalsunray Media GmbH - Confidential 10
    • Mobile 2.0 | Web 2.0: Contribute!Interactive mobile campaign. 11
    • Mobile campaign page: Step I – Choose your donation box.Mobile:http://mspende.msf.at Splash/ Landing page Start Chose size donation of donation box Send-to- Friend© 2010 Digitalsunray Media GmbH - Confidential
    • Step II – Choose products | amount. Progress bar | Product added Chose among different products Add more products Add to your box Donate now© 2010 Digitalsunray Media GmbH–- Confidential © Digitalsunray Media GmbH Confidential 13
    • Step III – Add further products. Progress bar Chose among 2nd product different added products Add to your box Donate now© 2010 Digitalsunray Media GmbH - Confidential
    • Step IV – Confirmation. Donation process:  Once you have completed your donation and/or the donation box is full, the user proceeds with the confirmation process. Confirmation  User enters his mobile number  Pressing the send-button triggers a SMS stating the amount again she/he wants to donate plus request to answer with ‘YES  User gets a confirmation SMS with a link to the Thank You page plus info to  either forward it to her|his friends, colleagues Enter and|or relatives mobile number OR  post it via facebook© 2010 Digitalsunray Media GmbH - Confidential 15
    • Step V(a) – Send2Friend. Enter your name Enter your friend’s name Send-to- Friend Enter friend’s Post on mobile facebook number account© 2010 Digitalsunray Media GmbH - Confidential 16
    • Step V(b) – Post on facebook. Enter your facebook credentials Shows status update on facebook Post on facebook account© 2010 Digitalsunray Media GmbH - Confidential 17
    • Step V(b) – Status update on facebook. Immediate status update:  …has filled a donation box for "Ärzte ohne Grenzen" Request to participate either  Online OR  Mobile© 2010 Digitalsunray Media GmbH - Confidential 18
    • Mobile promotion: operator and off-portals.© 2010 Digitalsunray Media GmbH - Confidential 19
    • Online. Above the line.Merchandise. Other means to help.Contribute. | Carry-on. 20
    • Online campaign page and bannering. Online: http://www.aerzte-ohne-grenzen.at/spendenbox/© 2010 Digitalsunray Media GmbH - Confidential 21
    • Above-the-line: Print | Outdoor | TV. http://www.tshirt.ag/de/aerzte-ohne-grenzen 21 means to help© 2010 Digitalsunray Media GmbH - Confidential
    • Success factors. Next steps. 23
    • Success factors & Next steps. Campaign essentials – High personal evolvement with the brand  Strong awareness and brand building – Strong community building and viral impact – Pushing new fund raising possibility  Donation focus combined with fun | community elements – Strong focus on new distribution technologies and cross-format promotions – Differentiation Room for improvement  Mobile: One-click-to-donation, ie lack of smooth cross-operator | platform billing possibilities Next steps – Fully integrated mobile billing experience White label approach  The donation proposition as well as flow can also be transferred to other concepts as a white label solution for other NGOs and NPOs.© 2010 Digitalsunray Media GmbH - Confidential
    • In a nutshell | box… 25
    • Every donation counts and helps worldwide! Mobile: http://mspende.msf.at Online: http://www.aerzte-ohne-grenzen.at/spendenbox/© 2010 Digitalsunray Media GmbH - Confidential