Vodafone Marketing Solutions
David Hendry
05th June 09
1 Confidentiality C3

Push Please
Banners Editorial Alerts SMS/MMS
Games Video On-line Print
call me
Aus
CZ
DE
EG
ES
GR
HU
IE
IN
IT
NL
NZ
PT
RO
TU
UK
Sept 2008
2 Confidentiality C3

Our media and brand customers – key insights and
feedback
Target Mkt
channels
interest
buzz
Current Viewpoint
Mixed Feedback
Low Knowledge
Too Diffucult
Internal Sell
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Customer Viewpoints – Mobile Marketing
Vodafone Marketing Solutions
40 percent of Brits would put up with adverts on their
mobile phones if it meant they could access content for free.
KPMG, April 09
David Hendry
May 09
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Customer Viewpoints.
Customer viewpoint depends on several things :
1 – The channel of communication
Depends on how you ask the question
2 – The type of individual
3 – Previous Experiences
4 – How the question is asked ...
We’ll Look at customer feedback from a few sources :
 Vodafone UE team buzz research
 Mobile Marketing Association
 Vodafone Stats…
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VF UE Buzz research
Issue What can we do ?
Perception of Spam – 72% dislike this. Manage Opt-In and frequency of ads
Users are worried about data charging Zero Rate brand pages when delivered
for ads or messages they didn‘t through VF
Negatives request;. Ensure Opt-In messages not charged.
What’s the Buzz from Europe
Banner ads are uninteresting and Pop Make sure campaigns are more creative
Up ads are infuriating and never allow pop-ups on mobile internet.
Users are open to receiving discounts Develop opt in programmes and trial of
and offers from trusted partners. voucher service
Users are more responsive to the ads Continue to drive brand engagement in
when they have a relationship with the cross platform integrated campaigns – not
Positives sender one off disjointed marketing.
Advertising in return for some benefit Develop programmes with affiilate
generated some positive buzz – more marketing, vouchers or discount
than 50% programmes to suit market conditions.
People worry about different things – as in all walks of life.
VF need to position carefully and stick to privacy and value principles.
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MMA Western Europe studies into mobile marketing
Mobile marketing is a new form of interaction with the market initiated and
controlled by you, using mobile device and networks to inform you of products,
events and services.
Faced with this description of marketing :
The view taken from independent research
30 % mobile users are moderately to highly interested in mobile marketing
( Spain and Italy ~40% and UK, DE ~25% )
European 13-17, 18-24 & 25-34 age groups showed :
40 - 47% interested in mobile marketing.
``
14% of the 18-24 age range have already opted in as below :
DE
ES FR UK IT
Txt2Win &
Txt2Win &
Vodafone Txt2Win & Txt2Win & Txt2Win &
Voting 40%
Voting 44%
application Voting 50% Voting 64% Voting 62%
Infos on originated Push
Infos on
MMS/SMS Receive Infos on Infos on
Products 30%
Products 37% Advertising for Products 36% Products 67%
products
Status alerts
Receive 44% Status alerts Receive
35%
Advertising for 25% Advertising for
products Sales/Discounts products
Sales/Discount`
7 44% Confidentiality C3 32% 51%
35%

A few case studies
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Société Générale
• Société Générale objectives : to recruit new young customers
– Using the mobile as a targeting tool
• Offer : 40 € offered for the 16-24 years old
– For each new open bank account
BANKING SECTOR CASE STUDY
– 40 € credited on the account on MMS
presentation
– From May, 11th to 18th
• Our proposition :
MMS to Wap campaign : 40 000 MMS to Wap have been sent
• Results : 5,6% click ratio
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Celio
• Celio objectives : Increase turn-over
• Offer : A - 30% discount at Celio’s stores, only for SFR subscribers
– Concept : the subscriber present the SMS/MMS
with the unique discount code when he wanted
FASHION BRAND CASE STUDY
to pay
– From May, 27th to June, 2nd
• Our proposition :
A campaign on the promotional portal and a Direct Marketing campaign : 10 000 SMS Wap
push
• Results (On 2 days) : More than 10% used the discount code
PromosLive SFR
– More than 1 000 people paid with the discount
Profitez de l’offre code
exclu Celio : 30% de
réduction dans tous
les magasins Celio
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Total
Using the mobile as a targeting tool which allow Total to promote a
special offer on the road :
100 000 MMS To Wap have been sending. When people clicked, the
TOTAL wap site allowed them to found the nearest gas station.
PETROLEUM RETAIL SECTOR CASE STUDY
1 plein + 2.99€ = 1BD
Visualisez les stations
TOTAL sur la route de
vos vacances en cliquant
ici : http://wap.total.fr
Voir conditions de l’offre
sur www.total.fr
Ce message vous est
envoyé par PromosLive SFR
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Subscribe to Sky - SM Interactive:
S
Reply w an SM and you w be recalled by SKY!
ith S ill
TV/ENTERTAINMENT SECTOR CASE STUDY
SMS
1/1
Da: FreeTimeSMS
Da:
S KY re s e rv e d to
y o u a n e x c lu s iv e
p r o m o t io n ! R e p ly
w it h a S M S O K
a n d y o u w ill b e
r e c a lle d b y S K Y - OK
In f o p r iv a c y
Opzioni Indietro
v o d a f o n e . it
• SKY and Vodafone signed a specific agreement in order to be compliant with the Italian Privacy Law
• The SMS sent by Vodafone must provide the text ”Reply with a SMS OK and you will be recalled by SKY - Info
privacy vodafone.it”
• Vodafone sent to SKY in the next 24 hours the list of the MSISDN of all the Vodafone customers that have replied OK
(customers who gave the consent to be recall directly from SKY)
• SKY made outbound calls to Vodafone customers in the list, with the right to do it just for one time only
• Average SMS response rate of the campaign: 0,96%, Customers already subscribed to Sky: 58,28%, New subscription
rate to Sky: 7,44%
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Vodafone Egypt – Super Dardasha Tariff
Howeffective is Mobile Advertising?
Case Study: The Promotion of Vodafone’ The “
s Super Dardasha”Tariff
TELECOM SECTOR CASE STUDY
TV Radio Pre s s S MS Wayak IVR Outdo o r
10 30 11 8 Mil. 5 Mil. 858, 800, POS &
S e c o nds S e c o nds Ins e rts S ubs pe r day & 888 Banne rs
ATL BTL
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Howeffective is Mobile Advertising?
Case Study: The Promotion of Vodafone’ The “
s Super Dardasha”Tariff
TELECOM SECTOR CASE STUDY
72%
44%
s s e ner a wAf o e cr u o S
25%
13%
10%
1%
4%
3%
1%
TVads Radio ads Newspaperads SMS Please Call me IVR W of M
ord outh Billboards / Street
ads
Source: Prim Research results and call out cam
ary paign
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Vodacom - South Africa – Nike Mini Site
• Creation of Nike minisite, with WAP banner
campaign highlighting and pushing traffic
• Brand provided all creative and content,
Vodacom created and hosted the minisite in live!
production environment
TELECOM SECTOR CASE STUDY
• 84K downloads by 35K unique MSISDN’s
• 16K video! (TVC)
• Post campaign analytics revealed MSISDN’s mid
to high ARPU customers
• Exceeded Nike expectations by a factor of 5!
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Vodafone New Zealand – Electoral Register – Promoting Voter Registrations
To encourage voter enrolment amongst young adults in New
Zealand for upcoming elections
Client was running relatively heavy ATL campaign encouraging
people to enrol to vote in forthcoming general elections. To
reinforce and complement this campaign and to boost the
shortcode response numbers towards tail end of campaign it was
TELECOM SECTOR CASE STUDY
As @ 13/02/08 14:10 decided to run a sponsored sms campaign. The campaign used
text ads, featuring the shortcode, inserted into “top up” and
Prepay Bal:$0000.00 “balance alerts” to successfully drive up response amongst VF-NZ
Expires:09/02/08 prepay customer base.
Last Call:01/01/20
- People eligible to vote (i.e. over 18) that have not yet enrolled to
For add-on info txt vote
HELP to 756
- A skew towards 18-20 year old i.e. 'first-time' voters
R18 Freetxt name n
adrs to 3676 2 nrol Key Results
Elections NZ 900
TX
800
Very visibile spike in activity to the shortcode
700
T
An average daily activity of greater than 485 BA
600
contacts compared to average daily market
500
activity of only approx 250 L
400 TOP UP
300
200
100
0
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VF Activity Es tim ated m arket activity
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Vodafone Turkey – Pepsi/Burger King – Sales promotion
To launch a mobile driven sales promotion campaign
that would increase Pepsi sales during the key “end
of summer + Ramadan period”
Target audience was Vodafone subscribers who
consume a range of Pepsi products - Pepsi, Pepsi
Max, Fruko, Yedigün
FMCG SECTOR CASE STUDY
The promotion used a text to win offer contained in
the bottle cap – Customers who texted in the special
code received 5 free credits to their Vodafone
account
An additional Stay Online element rewarded
customers for remaining on Vodafone network with
extra credit. Customers needed to wait up to 48 hours
for a follow up message. If they replied to the
message they received more free credits & the
chance to win money redeemable through an ATM
Key Results
7,3 million text to win entries
1,6 million unique Vodafone customers participated –
11% of customer base
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Vodafone Hungary – Beiersdorf – Nivea for Men
To allow Beiersdorf to trial VF HU’s Mobile Discovery Programme, and investigate the ability of mobile marketing to
reach and engage with a target audience of Males aged 20 - 40.
The Mobile Discovery Programme is a packaged & integrated solution that includes
SMS/MMS, Branded Alerts
Mobile Banners, Online banners on www.vodafone.hu
Magazine advertising within Vodafone customer magazine
Branded ad funded games
FMCG SECTOR CASE STUDY
Links from all media encouraged customers to visit a Nivea mobile site to find out more about the Nivea Sport
product offering.
A range of engagement opportunities were offered from a free Nivea Football game to a branded Olympics Nivea
sports alert and a Nivea branded sports content service
Key Results
6 week long campaign
300,000 unique users exposed to brand message
3,000 3000 downloads of ad funded Real Football game
3,6 % clickthrough rate on mobile banners
3500 + SMS/MMS Olympic alert subscribers activated by SMS
campaign
30,400 page views of Nivea branded sports content by 6590 users
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QUESTIONS PLEASE?
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