2 Your Brand Goes Mobile Doru Panaitescu


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  • 2 Your Brand Goes Mobile Doru Panaitescu

    1. 1. Praktiker Goes Mobile Renault Goes Mobile [your brand here] Goes Mobile
    2. 2. About me: www.dorupanaitescu.ro www.marketeer.ro www.twitter.com/castronomicus www.linkedin.com/dorupanaitescu
    3. 3. Agenda Banners Advertising on live! Partner <ul><li>Mobile fury of the last ten years </li></ul><ul><li>Consumer mobile behaviour </li></ul><ul><li>Is Mobile the new TV/Print/Outdoor/Cinema/Web/POSM altogether? </li></ul><ul><li>Practiker goes mobile </li></ul><ul><li>Renault goes mobile </li></ul><ul><li>Conclusions </li></ul>
    4. 4. Do you remember how your phone… looked like way back then (10 years) Banners Advertising on live! Partner <ul><li>Display of the new Nokia 5110 </li></ul><ul><li>High-resolution, illuminated, graphical display </li></ul><ul><li>Up to 5 lines for text, numbers, graphics </li></ul><ul><li>Security and cost control </li></ul><ul><li>User interface </li></ul><ul><li>GSM data transmission </li></ul><ul><li>Supports 9600 bps via Nokia Cellular Data Suite </li></ul><ul><li>Send and receive faxes, e-mail, files </li></ul><ul><li>Nokia Xpress-On™ covers </li></ul>
    5. 5. 1999 - 2009 Banners Advertising on live! Partner <ul><li>Mobile subscription penetration 11.3% 128%* </li></ul><ul><li>Mobile screen resolution 5 text lines 320x240** </li></ul><ul><li>Internet option on mobile (3G) NO YES </li></ul><ul><li>Your brand’s media mix TV/print/radio/outdoor ????????? </li></ul><ul><li>Notes: </li></ul><ul><li>* - customers may have more than one subscription </li></ul><ul><li>** - available for most 2008-2009 models </li></ul>Short comparison
    6. 6. Banners Advertising on live! Partner <ul><li>call everybody in their agenda </li></ul><ul><li>send SMS / MMS </li></ul><ul><li>And also to: </li></ul><ul><li>browse the Internet for news </li></ul><ul><li>read blogs using RSS feeds </li></ul><ul><li>buy tickets online </li></ul><ul><li>pay bills </li></ul><ul><li>watch YouTube videos (yep, smart phones allow that!) </li></ul><ul><li>chat on Yahoo! Messenger (or else) </li></ul><ul><li>reveal their status on Twitter and many more… </li></ul>Consumers use their mobile to
    7. 7. Banners Advertising on live! Partner <ul><li>Reach (1 to 4 million depending on type of vehicle used SMS/MMS etc) </li></ul><ul><li>Up to 10 targeting criteria (age, sex, location, income and others) </li></ul><ul><li>Permission marketing (previous written acceptance and option to quit) </li></ul><ul><li>Engagement (coupons, replies requests, instant prizes, invitation to quests) </li></ul><ul><li>Good response rates </li></ul><ul><li>Mix between TV, print, radio, outdoor and even Internet </li></ul>Mobile as the media of the future - today
    8. 8. Case study - Praktiker
    9. 9. Banners Advertising on live! Partner <ul><li>Mechanics - 20% price cut announcement </li></ul><ul><li>Only one week needed to reach the customers they wanted </li></ul><ul><li>Net reach of hundreds of thousands </li></ul><ul><li>Geographical targeting for 25 stores around the country </li></ul><ul><li>Good response rates </li></ul><ul><li>Big buck spent on this new media vehicle </li></ul>Few words about a well kept secret
    10. 10. Case study - Renault
    11. 11. Everything started from an important event in the car market… Banners Advertising on live! Partner Renault launched in Romania in April ’09 the New Renault Megane: New Megane Bicorp New Megane Coupe
    12. 12. And the agency started to work on the campaign… Banners Advertising on live! Partner <ul><li>A creative idea and a complex communication plan including Mobile Advertising tools was created to: </li></ul><ul><ul><li>create awareness for the brand and product </li></ul></ul><ul><ul><li>drive hot leads into showrooms and increase sales </li></ul></ul><ul><li>Mobile advertising tools used in Renault campaign: </li></ul><ul><ul><li>SMS Push channel </li></ul></ul><ul><ul><li>MMS Push channel </li></ul></ul><ul><ul><li>Bill Inserts channel </li></ul></ul><ul><li>Other media channels </li></ul><ul><ul><li>Online banners, e-mail, advergaming </li></ul></ul>
    13. 13. For such cars, relevant segment was targeted: Banners Advertising on live! Partner <ul><li>Segmentation criteria used by the Advertiser to select the most appropriate people: </li></ul><ul><ul><li>Contract customers </li></ul></ul><ul><ul><li>Residential </li></ul></ul><ul><ul><li>Medium/High and High Income </li></ul></ul><ul><ul><li>Aged 25-35 </li></ul></ul><ul><ul><li>Male and Female </li></ul></ul><ul><ul><li>19 cities (Renault showrooms) </li></ul></ul><ul><ul><ul><li>All urban area </li></ul></ul></ul><ul><ul><li>MMS compatibility </li></ul></ul><ul><li>2 campaigns ran: </li></ul><ul><ul><li>New Renault Megane </li></ul></ul><ul><ul><li>New Megane Coupe </li></ul></ul>
    14. 14. First campaign – New Renault Megane Banners Advertising on live! Partner <ul><li>Idea: Renault helps you change your life by offering you the possibility to win an astonishing car that will push your life one step forward or go to your dream vacation. </li></ul><ul><li>Select qualified target segment </li></ul><ul><li>Create a contest with attractive prizes (2 cars and 10 trips). </li></ul><ul><li>Objective: drive people into showroom to discover the car, subscribe for a drive test and participate in the contest </li></ul>
    15. 15. Communication Mix – 3 integrated media channels… Banners Advertising on live! Partner <ul><li>Free kits in showrooms </li></ul><ul><li>Direct mail - Client’s own DB </li></ul><ul><li>Bill Insert – Vodafone customers - April 14 - 17 </li></ul>Mobile Advertising Unique tracking codes for each coupon
    16. 16. Communication Mix – …and a SMS reminder 2 weeks later Banners Advertising on live! Partner SMS REMINDER– April 30 th From: Renault Doar pana pe 4 mai poti castiga Noul Megane sau o excursie. Vino cu talonul in showroom-urile Renault. Detalii pe www.noul-megane.ro. E timpul pentru schimbare! Mobile Advertising
    17. 17. Second campaign – New Megane COUPE Banners Advertising on live! Partner <ul><li>A new online game was created for the target audience www.agentm09.ro collaborating with NeedForSpeed game </li></ul><ul><li>Objective: bring as many people online to learn about the new model (awareness) and subscribe for a drive test </li></ul>
    18. 18. Communication Mix – Only digital channels were used Banners Advertising on live! Partner SMS – April 15 th MMS – April 15 th E-mailing – April 15 th Online media - banners From: Agentm09 Avem nevoie de tine. Nu este timp de pierdut! Daca esti intr-adevar bun, intra in actiune! Intra pe www.agentm09.ro ! Sanse de reusita 100%. Mobile Advertising
    19. 19. Results and Conclusions Banners Advertising on live! Partner <ul><li>On June 4 th , the draw will take place </li></ul><ul><li>By June 15 th , all results will be centralized </li></ul><ul><ul><li>having unique coupons will ensure that the client would easily determine the exact rate of response for each channel </li></ul></ul>
    20. 20. Key learnings Banners Advertising on live! Partner <ul><ul><li>Targeting is key to receive a good response rate </li></ul></ul><ul><ul><li>Use the relevant channel for the each segment – increase interactivity and avoid wastage </li></ul></ul><ul><ul><li>Creativity plays an important role to drive consumers’ attention </li></ul></ul>
    21. 21. … Questions? Thank you! [email_address] Banners Advertising on live! Partner