Vodafone Marketing Solutions
              David Hendry
                05th June 09




1        Confidentiality C3
Push                              Please
          Banners   Editorial   Alerts     SMS/MMS
                              ...
Our media and brand customers – key insights and
feedback




                                                            ...
Customer Viewpoints – Mobile Marketing
Vodafone Marketing Solutions




                                          40 perce...
Customer Viewpoints.
                                           Customer viewpoint depends on several things :


         ...
VF UE Buzz research
                                                                 Issue                              Wh...
MMA Western Europe studies into mobile marketing
                                               Mobile marketing is a new ...
A few case studies




8                    Confidentiality C3
Société Générale
                                                           •   Société Générale objectives : to recruit n...
Celio
                                                             •   Celio objectives : Increase turn-over
             ...
Total
                                          Using the mobile as a targeting tool which allow Total to promote a
      ...
Subscribe to Sky - SM Interactive:
                                                               S
                      ...
Vodafone Egypt – Super Dardasha Tariff


                                 Howeffective is Mobile Advertising?
            ...
Howeffective is Mobile Advertising?
                                 Case Study: The Promotion of Vodafone’ The “
        ...
Vodacom - South Africa – Nike Mini Site

                                 • Creation of Nike minisite, with WAP banner
   ...
Vodafone New Zealand – Electoral Register – Promoting Voter Registrations
                                                ...
Vodafone Turkey – Pepsi/Burger King – Sales promotion
                              To launch a mobile driven sales promot...
Vodafone Hungary – Beiersdorf – Nivea for Men

                              To allow Beiersdorf to trial VF HU’s Mobile D...
QUESTIONS PLEASE?




19            Confidentiality C3
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  • 300k seen the ad, 10k users activated to \"do something for free\" (download game, subscribe to alert, read sport news)3,6% stable along the campaign, good figurenearly half of alert users coming from sms (communication weight much lower - customers respond on the channel they seen the ad)
  • 1 Vodafone Marketing Solutions David Handry

    1. 1. Vodafone Marketing Solutions David Hendry 05th June 09 1 Confidentiality C3
    2. 2. 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
    3. 3. Our media and brand customers – key insights and feedback Target Mkt channels interest buzz Current Viewpoint Mixed Feedback Low Knowledge Too Diffucult Internal Sell 3 Confidentiality C3
    4. 4. 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 4 Confidentiality C3
    5. 5. 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… 5 Confidentiality C3
    6. 6. 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. 6 Confidentiality C3
    7. 7. 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%
    8. 8. A few case studies 8 Confidentiality C3
    9. 9. 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 9 Confidentiality C3
    10. 10. 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 10 Confidentiality C3
    11. 11. 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 11 Confidentiality C3
    12. 12. 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% 12 Confidentiality C3
    13. 13. 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 13 Confidentiality C3
    14. 14. 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 14 Confidentiality C3
    15. 15. 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! 15 Confidentiality C3
    16. 16. 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 8 8 8 8 8 8 8 8 8 8 8 8 8 8 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 /2 /2 /2 /2 /2 /2 /2 /2 /2 /2 /2 /2 /2 /2 7 7 7 7 6 6 6 6 6 8 8 8 8 8 /0 /0 /0 /0 /0 /0 /0 /0 /0 /0 /0 /0 /0 /0 6 3 0 7 1 8 5 2 9 3 0 7 4 1 0 0 1 2 2 0 1 2 2 0 1 1 2 3 VF Activity Es tim ated m arket activity 16 Confidentiality C3
    17. 17. 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 17 Confidentiality C3
    18. 18. 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 18 Confidentiality C3
    19. 19. QUESTIONS PLEASE? 19 Confidentiality C3
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