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Mobile Marketing Association Forum in Budapest 8 August 2008


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Presentation with case studies and best practice on mobile marketing and more specifically mobile applications including Absolut Vodka, Perfetti, Unilever/Lynx and Arla. The presentation was given by Magnus Jern, CEO & Founder of Golden Gekko at the Mobile Marketing in Budapest 8 August 2008.

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Mobile Marketing Association Forum in Budapest 8 August 2008

  1. 2. <ul><li>&quot;We provide the creative mobile content behind the banner, engaging consumers by combining downloadable applications, mobile websites and messaging services.&quot; </li></ul><ul><li>Based in the UK with offices in Cambodia (development), Sweden, Spain and the U.S. </li></ul><ul><li>Working with media and digital agency partners across Europe and US </li></ul>ABOUT GOLDEN GEKKO
  2. 3. This is mobile marketing!
  3. 4. DISPLAY & SEARCH ADVERTISING CPC Solution (Cost Per Click) CPM Solution (Graphical Banners) Text Ad placement Banner Ad placement
  7. 8. Case Studies
  8. 9. <ul><li>Background </li></ul><ul><ul><li>Top website in Sweden with 0.5m unique users every month </li></ul></ul><ul><ul><li>Online cookbook promotes Arla’s dairy products in a non-intrusive way </li></ul></ul><ul><ul><li>Early adopter of mobile including text alerts, PDA recipe guide and RSS-feeds </li></ul></ul><ul><li>Challenge </li></ul><ul><ul><li>Provide an easy-to-use, quick, great looking and cost efficient service similar to the online cookbook to promote Arla products on the mobile. </li></ul></ul>ARLA MOBILE COOKBOOK
  9. 10. <ul><li>Arla Foods is Europé's 2nd largest dairy company </li></ul>ARLA MOBILE COOKBOOK
  10. 11. <ul><li>Distribution </li></ul><ul><ul><li>Web initiated sms-link/WAP push </li></ul></ul><ul><ul><li>Short code on milk cartoons </li></ul></ul><ul><ul><li>Mobile website </li></ul></ul><ul><ul><li>Mobile operator portals </li></ul></ul><ul><ul><li>Mobile banner campaign </li></ul></ul><ul><ul><li>Sideloading via PC </li></ul></ul><ul><ul><li>Viral recommendations </li></ul></ul><ul><li>Benefits to the user </li></ul><ul><ul><li>Free to use once downloaded </li></ul></ul><ul><ul><li>Always available quick and easy without coverage </li></ul></ul><ul><ul><li>Considered a service and not marketing </li></ul></ul><ul><ul><li>Works on 95% of mobile devices in Europe </li></ul></ul>ARLA MOBILE COOKBOOK
  11. 12. <ul><li>Solution </li></ul><ul><ul><li>A free downloadable java application based on the online cookbook… </li></ul></ul><ul><ul><li>330 categorised recipes each including </li></ul></ul><ul><ul><ul><li>Short recipe description </li></ul></ul></ul><ul><ul><ul><li>Shopping list </li></ul></ul></ul><ul><ul><ul><li>Cooking instructions </li></ul></ul></ul><ul><ul><ul><li>Image download </li></ul></ul></ul><ul><ul><li>Tell a friend </li></ul></ul><ul><ul><li>Other functionalities such as bookmarks, recipe of the day, most popular, search, current offers, etc. </li></ul></ul>ARLA MOBILE COOKBOOK
  12. 13. <ul><li>Result </li></ul><ul><ul><li>Launched with Arla Sweden Oct 06, Denmark May 08 </li></ul></ul><ul><ul><li>Over 10.000 downloads first 2 months with 2-5.000 downloads per month ever since </li></ul></ul><ul><ul><li>One of the most downloaded mobile apps in Sweden </li></ul></ul><ul><ul><li>One of the top 10 mobile applications in Scandinavia. (IDG July '07) </li></ul></ul><ul><ul><li>Average frequency of use once every 8 days </li></ul></ul><ul><ul><li>Average customer has shown the service to 3.5 other people </li></ul></ul><ul><li>Conclusion - Useful and non-intrusive mobile service that users engage with over and over again delivering great value to Arla and the customers </li></ul>ARLA MOBILE COOKBOOK
  13. 14. <ul><li>Challenge </li></ul><ul><ul><li>The BBH brief from BBH was to produce a fun, innovative and award winning campaign based on the Lynx Effect brand campaign online. BBH provided abo ut 20 ideas to start with. </li></ul></ul><ul><li>Solution </li></ul><ul><ul><li>Mobile flirting tools for boys as part of the campaign including Lynx FX (Soundboard), Fit Girlfinder, Perfect Man Revealed, Say Cheese, Spin the Bottle and Chat-up Lingual. </li></ul></ul><ul><ul><li>Also include wallpapers and videos of how to use the service </li></ul></ul><ul><ul><li>Distributed across the line including SMS shortcode, Mobile Website, Viral, Community Seeding and Side Loading </li></ul></ul>LYNX EFFECT
  14. 15. <ul><li>Result </li></ul><ul><ul><li>The campaign received more awards and publicity than any mobile campaign before in the UK. </li></ul></ul><ul><ul><li>Over 100k downloads in the UK first three months with over 50% viral </li></ul></ul><ul><ul><li>Each customer has shared the application with 4+ other people </li></ul></ul>LYNX EFFECT Click on image for video:
  15. 16. <ul><li>Background </li></ul><ul><ul><li>Vigorsol’s advertising annually shocks and surprises </li></ul></ul><ul><ul><li>Objective to build brand awareness and more specifically to engage with digitally literate 15 to 24 year old Italians. </li></ul></ul><ul><ul><li>Online viral campaign a huge success in Italy </li></ul></ul><ul><li>Challenge </li></ul><ul><ul><li>User generated content based on the online Cippi campaign was already popping up for mobile. </li></ul></ul><ul><ul><li>The brief from BBH was to develop a fun mobile application based on the Cippi character. </li></ul></ul><ul><li>Click on image for video! </li></ul>AIR ACTION VIGORSOL - CIPPI
  16. 17. <ul><li>Distributed via Web, Mobile Web, Vodafone Italy, MMS campaign, viral and community seeding / sideloading </li></ul><ul><li>Cippi supports more than 90% of the active phones on the European market. </li></ul>AIR ACTION VIGORSOL - CIPPI
  17. 18. <ul><li>Launched on the 21st of June 2007 in Italy </li></ul><ul><li>Far exceeded expectations with over 0.5m registered succesful downloads to date </li></ul><ul><li>75% of downloads through viral recommendations and communities. </li></ul><ul><li>Over 200.000 ringtones, video tones and animations downloaded </li></ul><ul><li>Shown on two Italian TV shows </li></ul><ul><li>Resulted in the launch of a mobisode series the following year </li></ul>AIR ACTION VIGORSOL - CIPPI <ul><li>Awards </li></ul><ul><li>Agency: BBH </li></ul><ul><li>Client: Perfetti van Melle </li></ul><ul><li>Best use of mobile – BIMA awards 2007 </li></ul><ul><li>Immature application of the year award - 2007 </li></ul><ul><li>Mobile agency of the years – Mobile Marketing Awards </li></ul>
  18. 19. <ul><li>Fun and/or engaging and interactive campaigns deliver great results </li></ul><ul><li>Quality & Reliability including over 90% handset coverage </li></ul><ul><li>User experience and design – Wow factor (comparable to iphone) </li></ul><ul><li>Distribution strategy (banners, viral, etc) to reach the target audience </li></ul>KEY SUCCESS FACTORS
  19. 20. <ul><li>Consumers are connecting their phones and music players to the PC to transfer music </li></ul><ul><li>Bluetooth is more and more widely used </li></ul><ul><li>Emerging markets and Southern Europe still have high data rates </li></ul><ul><li>iPhone app store a great success </li></ul>SO WHAT..? THE SIDE LOADING TREND
  20. 21. <ul><li>Most mobile marketing campaigns are text based or a basic mobile web site without interactivity </li></ul><ul><li>High click through rates and response rates are not sufficient </li></ul><ul><li>Users expect the PC web on their mobile </li></ul><ul><li>Leverage the mobile phone’s unique functionality including LBS, organiser, communication, camera, media player and more </li></ul><ul><li>Raise the stakes and create truly creative and engaging mobile marketing campaigns </li></ul>SO WHAT..? APPEAL FOR MORE CREATIVE MOBILE MARKETING CAMPAIGNS
  21. 22. THANK YOU!