Roadshow asia digitalsunray media

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Roadshow asia digitalsunray media

  1. 1. Mobile 2.0 Advertising show case: Ärzte ohne Grenzen (ÄoG) | Médecins Sans Frontières (MSF). Promoting mobile as an interactive marketing medium as part of a 360° campaign for a NGO. Singapore, May 5th, 2010
  2. 2. Agenda. 1 About Digitalsunray Media 2 Mobile 2.0 | Web 2.0 show case: Ärzte ohne Grenzen (ÄoG) 3 Success factors. Next steps. © Digitalsunray Media GmbH - Confidential 2
  3. 3. Digitalsunray Media. mobile|creative|marketing|content|solutions 3
  4. 4. About Digitalsunray Media. Structure Founded in August 2007 Based in Vienna, Austria 100% self financed Team of 6 people Network of freelancer In-house development and co-operation with external technical partners Mission Statement Go mobile, Ad globile! Customers © Digitalsunray Media GmbH - Confidential 4
  5. 5. Service portfolio. MOBILE & 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 © Digitalsunray Media GmbH - Confidential 5
  6. 6. Campaign pitch: Ärzte ohne Grenzen (ÄoG). innovative | interactive | viral 6
  7. 7. 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. © Digitalsunray Media GmbH - Confidential
  8. 8. 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/ © Digitalsunray Media GmbH - Confidential
  9. 9. 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 © Digitalsunray Media GmbH - Confidential
  10. 10. New campaign: Slogan | Claim. New slogan: Ärzte ohne Grenzen. Wirkt weltweit. (Doctors Without Borders. Helps worldwide.) New claim: Mit-wirken! (Contribute | Help (together)!) © Digitalsunray Media GmbH - Confidential 10
  11. 11. New campaign key visual: Box. © Digitalsunray Media GmbH - Confidential 11
  12. 12. Mobile 2.0 | Web 2.0: Mit-wirken! Interactive mobile campaign. 12
  13. 13. 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 © Digitalsunray Media GmbH - Confidential
  14. 14. Step II – Choose products | amount. Progress bar | Product added Chose among different products Add more products Add to your box Donate now © Digitalsunray Media Media GmbH – Confidential © Digitalsunray GmbH - Confidential 14
  15. 15. Step III – Add further products. Progress bar Chose among 2nd product different added products Add to your box Donate now © Digitalsunray Media GmbH - Confidential
  16. 16. 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 © Digitalsunray Media GmbH - Confidential 16
  17. 17. Step V(a) – Send2Friend. Enter your name Enter your friend’s name Send-to- Friend Enter friend’s Post on mobile facebook number account © Digitalsunray Media GmbH - Confidential 17
  18. 18. Step V(b) – Post on facebook. Enter your facebook credentials Shows status update on facebook Post on facebook account © Digitalsunray Media GmbH - Confidential 18
  19. 19. 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 © Digitalsunray Media GmbH - Confidential 19
  20. 20. Mobile promotion: operator and off-portals. © Digitalsunray Media GmbH - Confidential 20
  21. 21. Online. Above the line. Merchandise. Other means to help. Contribute. | Carry-on. 21
  22. 22. Online campaign page and bannering. Online: http://www.aerzte-ohne-grenzen.at/spendenbox/ © Digitalsunray Media GmbH - Confidential 22
  23. 23. Above-the-line: Print | Outdoor | TV. http://www.tshirt.ag/de/aerzte-ohne-grenzen 21 means to help © Digitalsunray Media GmbH - Confidential
  24. 24. Success factors. Next steps. 24
  25. 25. Success factors. 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  Currently there is still a media disruption, ie when clicking on 'Donate', you have to leave the mobile browser, open your SMS message and reply with 'YES'. After that you get the 'Thank You'-SMS with a link to forward the box to friends or post it on facebook. Next steps – Fully integrated mobile billing experience © Digitalsunray Media GmbH - Confidential
  26. 26. Next steps. In the pipe – One-click mobile billing integration – Regular SMS-promotions to total customer base – Special promotion for companies for joint donation box (eg: X-MAS, recent catastrophes,…) – Mobilization of ÄoG-online portal – Mobile newsletter – Educational videos for online and mobile International roll-out Other country organizations of "Médecins Sans Frontières (MSF)“ 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. © Digitalsunray Media GmbH - Confidential
  27. 27. In a nutshell | 'box'… 27
  28. 28. Every donation counts and helps worldwide! Mobile: http://mspende.msf.at Online: http://www.aerzte-ohne-grenzen.at/spendenbox/ © Digitalsunray Media GmbH - Confidential
  29. 29. gerhard.guenther@digitalsunray.com, +43 676 433 42 40 Digitalsunray Media GmbH, Erdbergstraße 10/31, 1030 Vienna, Austria

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