This document summarizes a webinar on mobile campaign execution from the Mobile Marketing Association. It includes presentations from mobile marketing experts on key success factors for mobile campaigns, mobile technologies, solutions, and measurement. A case study is presented on how Coca-Cola Hong Kong transformed a TV campaign into an interactive mobile app campaign for a slang word promotion. The webinar emphasizes that marketing strategies must include mobile and how mobile can drive engagement through interactivity and analytics.

1. Webinar Series
Mobile Campaign Execution
17Jan, 2014
Sponsored by:
Supported by:
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2. About the MMA
As the premier global trade association dedicated to accelerating the
transformation and innovation of marketing through mobile, the MMA
represents the entire marketing ecosystem and brings together over 700
organizations globally, allowing us to facilitate connections, deliver insight
and drive impactful action for our members and the industry at large
For more information about membership email: membership@mmaglobal.com
or visit http://www.mmaglobal.com/member-center/benefits
INSIGHTS:
Access a world of insights through our white papers, articles and case
studies. Support your mobile agenda and ensure mobile readiness
CONNECTIONS:
Interact with passionate leaders and stay on the cutting edge. Boost
your business and career by connecting with the people that matter
IMPACT:
Influence industry frameworks, standards, guidelines and best
practices. Join the industry initiatives that shape the future of mobile
2

3. Presenters
Tran Thi Lan Thanh
CEO
Goldsun Focus Media
Nguyen Dang Ngoc
Managing Director
Admicro
Moderator
Phan Bich Tam
Country Manager
Mobile Marketing Association
3

4. Todays Agenda
1. Key Success Factors of Mobile Campaign
2. Mobile Technology, Mobile Solution & Mobile
Measurement
3. A case study with a major brand showing how
mobile integrated in the marketing mix
4

5. Put Your Questions
Share your
thoughts
5

6. From the Explosion of Mobile
The 7th mass media
TV
OOH
Print
Cinema
Radio
Internet
Mobile
6

7. From the Explosion of Mobile
Increasingly
connected
mobile world
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8. From the Explosion of Mobile
“By 2017,
Mobiles and Tablets
will higher than PC
Wordwide by
5:1”
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9. From the Explosion of Mobile
Asia will be > half
of the world’s mobile
activity
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10. From the Explosion of Mobile
Huge impact on
Consumer Behavior &
Access To
Opportunities
10

11. Key Finding
• All roads lead to Mobile Devices
• Mobile is as a Connector
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12. 1
Key Success Factors of Mobile Campaign
•
•
Integration with other channels
Build strong internal mobile capability
12

13. Integration with other channels
Define
the role
of
mobile
in paid,
owned,
earned
media
13

14. Integration with other channels
A connector through the consumer journey joining up the
various touch points as we plan
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15. Integration with other channels
Across
various stages
of consumer
journey
15

16. Build up a strong internal mobile
capability
 Develop Internal Mobile Capability
 Build Audience for Brand
 Leverage Mobile Technology
16

17. Develop Internal Mobile Capability
Build up Brand
Mobile Assets
• Mobile asset audit
• Mandate
minimum mobile
assets on all
campaigns
•WAP site, Youtube,
Facebook
Development
framework with
key partners
• Identify your key
partners
• Search & Social
strategy
• Mobile Training
sessions
Research to
Evidence Mobile
effectiveness
• Mobile research
• Mobile brand
studies
• Full Mobile
Advertising and
Tracking
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18. Build Audience for Brand
Develop
Smartphone and
Feature Phone
Strategy
• Build consumer
journey around
phone type
• Focus on Rich
Media and Apps for
Smartphones
• Ensure minimum
WAP assets for
Feature phones
Drive Mobile for
Rural
• Develop SMS
strategy
• Build Mobile CRM
database
• Voice activated
technology
Mobilize ATL
• Exploit connected
OOH using QR and
AR
• URL on all TVCs
and search activity
phased with spot
plan
• Connect TV
audiences through
SMS
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19. Leverage mobile technology
Shopper
Marketing
• In store on shelf
activations
• Location based
adveritsing
• Mobile
executions at POS
Ecommerce
• Vouchering
• Mobile sales
• Mobile Shopping
Apps
Campaign
planning
• Day Part
Targeting
• Behavioral
Targeting
• AR
• Rich media
• NFC activation
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20. 2
Mobile Technology
Mobile Solution
Mobile Measurement
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21. Mobile Technology
• Subscriber targeting (365 approach)
• Dynamic design (context)
• Geo-location targeting (location base)
• Real-time report (time bound)
• Rich media ads
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21

22. Mobile Solution
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23. Mobile Solution
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24. Mobile Solution
Landing Page
Product presentation
Special offer
Register, Log in
Review & Reccomendation
Facebook sharing
Outlet list
TVC
Other advices

25. Mobile Solution
Dialogue Script
1 Interact with end users
2 Gratification with gift
3 Collect Database

26. Mobile Solution
CRM with Sales Automation

27. Mobile Solution
Online to Offline
Data
Leads or contacts collected from Events,
landing page stored in CRM
E Voucher
sent out
E voucher sent out via SMS and/or Email with unique
code and offer content expire with in 30 days
Redemption
End user comes to Retail outlets to redemp
the prize either Discount % or smalll gift
Checking &
report
Sales/ PG to key in voucher code on mobile
site to validate and mark code-used
CRM & E-voucher

28. Mobile Measurement
• Impressions and views (Display, Video & Search)
• Actions and conversions – clicks, swipes, calls,
etc. (Performance Base: CTR, Conversion rate)
• Brand lift (Brand connect, Brand trial, Brand loyalty)
• ROI (compare to TV with CPM, CTR and conversion rate)
28
28

29. Mobile Measurement
•Target consumers
•Profiles your
messages
Target
Engage
•Drive different
conversation
•Develop
interactive brand
relationships
•Build loyalty
•Improve retention
active purchase…
Generate
•Increase ROI
•Drive cross-sell
•Collect customer
knowledge
Convert
Click to Landing Page
User is taken to a mobile website
Click to dld. coupon
Device downloads discount coupon
Click to Video Play
Video plays on device
Click to Call
Mobile device calls specified number
Click to Search
User is taken to a search results page
Click to Share
User shares link on social media
Click to Calendar
Mobile device stores an event date
Click to Store Locate
User is taken to a store locator map
Click to SMS
Mobile device sends SMS shortcode
Click to Buy
User is taken to mCommerce store
29

30. 3
A case study with a major brand
showing how mobile integrated in
the marketing mix.
30

31. Advantages of Mobile Advertising Over Television Advertising
•
Must have.
– Mobile devices are connection to everything.
– 75% people choose mobile phone when asked
to choose between mobile phone and wallet.
•
Always on.
– Become the primary way to consume data
and media.
– Access the target audience anytime and
anywhere.
•
Deep Engagement.
– Interactive.
– Accurate targeting: by location, age, gender...
•
Proof in Results.
– Measurement.
– Improved KPI.

33. With less and less people turning in to traditional TV, Coca-Cola
Hong Kong set out to transform the traditional TV experience in
the new digital age with its highly successful summer
promotion campaign “Chok! Chok! Chok!”. “Chok!”, meaning
rapid motion, is the latest slang word used by Hong Kong teens.
Riding on the popularity of this new slang word, we created a
smartphone app to let teens catch tumbling bottle caps straight
from the TV screen to win instant prizes, successfully turning a
traditional TVC into Hong Kong and Asia’s first ever interactive
gaming promotion.
 Clip: http://admicro.vn/mobile/chok.mp4

34. Download the app
See the commercial video on TV
Chok your phone for the magical - 1200 angle

35. Result:
-
After one day launched: No.1 local App Store.
-
Downloaded over 390,000 times within one
month.
-
Never before had a branded promotional app
gained such a high ranking.

37. While many car companies have made compelling
mobile and tablet ads, one of the best campaigns was
actually a fake car ad.
Bradesco, a car insurance provider, put ads in iOS
magazine apps (on both mobile and tablet) that looked
like a traditional spread for a luxury car brand. The
catch came when people swiped their finger across the
screen to turn the page, causing the car to crash.
The tagline for the Cannes Lion-winning spot:
“Unexpected events happen without warning. Make a
Bradesco car insurance plan.”
Clip: http://admicro.vn/mobile/fakead.mp4

38. Moving Forwards
Omnipresence
Interactive
Content &
Ease of Action
Detailed
Analytics &
Reduced
targeting
errors
Mobile technology
Professional
Creative
Agency
Effective
mobile
advertising
campaigns

39. Key Takeaways
• Marketing strategy must include mobile
strategy
• Build up mobile capability to your
corporate
• Must take mobile experience
39

40. Upcoming MMA Webinar
26 Feb, 2014
Mobilize Your Customers Through the
Purchasing Funnel
40

41. Additional Resources
SmartBrief click here
Mobile Smart Fundamentals click here
LinkedIn Group click here
Twitter click here
MMA Online: Committees at Work click here
MMA Online: Webinar Archive click here
MMA Online: White Papers click here
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42. MMA Vietnam Members Include
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43. Thank You
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44. MMA Members Include
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45. MMA Members Include
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