The document discusses mobile's pivotal role in enhancing brand engagement through various innovative campaigns across different industries, such as Coca-Cola, L'Oreal, and Vodafone. It emphasizes the significance of creating long-term customer relationships and utilizing mobile technology to provide real-life value and interactive experiences for consumers. Successful mobile marketing strategies include leveraging geo-localization, augmented reality, and creative storytelling to meet the evolving expectations of today's audience.

1. Mobile is key driver for successful campaigns
By Vincent Van Dessel ,
CEO Y&R/Wunderman

2. A NEW ERA
FOR BRANDS

3. CONSTANTLY
CONNECTED

4. SHIFTING FROM 360
DEGREES INTEGRATION
TO 365 DAYS OF
ENGAGEMENT

5. INCREASING
EXPECTATION
TO PLAY A
REAL ROLE IN
PEOPLE‘S
LIVES

6. KNOWN FOR
SOMETHING GOOD
OR DIFFERENT
KNOWN FOR
SOMETHING I
CARE ABOUT
SHIFTING
RELATIONSHIPS
FROM BEING …

7. DEFININGTHE ROLETHEY
CAN PLAY IN PEOPLE’S
LIVES
HOW A BRAND MAKES US
FEEL
WHAT A BRAND STANDS FOR DEFINING THE BRAND’S REAL-LIFE
VALUE

8. RESULTING IN AN …
URGENT BUT HEALTHY
RE-BALANCE OF BRAND ENERGY
PRODUCT
DIFFERENTIATION
ENGAGINGLY
INTERESTING

9. BRINGING THE
BRAND TO LIFE …
THROUGH THE EXPERIENCE
AND NOT THE BENEFITS

10. LIVING BRANDS
PRESENT AND PARTICIPATORY IN
PEOPLE’S LIVES - NOT JUST EXISTING IN
THE SOCIAL AND DIGITAL WORLD

11. Mobile is the glue between online
and offline

12. COCA COLA
DRINKABLE ADS

13. COCA COLA DRINKABLE AD
Background Insight
As being partnership for NCAA Men
Final Four Competition, Coke Zero run
interactive campaign to induce more
Coke Zero consumption
Simple insight: many people think they
know the taste of Coke Zero, but they
actually don’t
Mechanism Result
- During the broadcasting show, Coke
Zero runs an interactive TV Ads with
sound recognition.
- Viewers use Shazam to fill their glass
on mobile. When complete, viewers
can re-deem a 20oz Coke bottle at
retailers
- More than 166,000 hits from Shazam
- Conversion rate of 15% for Coke

14. COCA COLA DRINKABLE AD
https://www.youtube.com/watch?v=IQovoot_ZUM

15. Mobile brand presence should aim
for long term customer
relationships not short term hype

16. MAKEUP GENIUS

17. MAKEUP GENIUS
Background Insight
Upon buying make-up, customers prefer
to try before they buy. L'Oreal wants to
revolutionize the make-up shopping
experience with Make-up Genius
Customers wants to try the product before
buying
Mechanism Result
- The technology captures 64 facial data
points and 100 different facial expressions
to accurately place the make up.
- The app scans your face, and then allows
you to try out different products or entire
make up looks.
- Save your selfie, share it on social media,
and purchase the products directly
through the app
- 1,4 million app downloads
- 17 product views
- Hold the #1 spot in App Store's lifestyle
category for four weeks

18. MAKEUP GENIUS
https://www.youtube.com/watch?v=co4V5kbfKBs

19. Mobile is the storytelling platform

20. AUDI IT HACK

21. AUDI IT BROCHURE HACK
Background Insight
The Audi TT is the first model to feature
the revolutionary Virtual Cockpit. The
challenge: do it with the sales brochure –
the main touch point for millions of buyers
Car buyers wants to experience before
buying
Mechanism Result
- The Audi TT brochure hack – an
augmented touch based journey
through the Virtual Cockpit. Using
conductive print, a conventional
brochure becomes a smart surface,
letting you explore every aspect of the
Virtual Cockpit.
- First augmented reality brochure
- 15 cockpit modes to explore
- 75 configuration options

22. AUDI IT BROCHURE HACK
https://www.youtube.com/watch?v=qzJ9InscjA0

23. Mobile is the central platform to
define a brands role in daily life
and create real life value

24. VODAFONE US

25. VODAFONE US
Background Insight
In Turkey, domestics violence are
commonplace. Vodafone believes
technology can provide solution for
good
One of every women are victims of
domestics violence. As family-oriented,
it is deemed inappropriate for women
to actively seek help
Mechanism Result
- The Vodafone Red Light Application
used mobile technology through a
hidden flashlight app.
- If a woman was in danger, she shakes
her phone, secret message with her
exact location will be sent to three
contacts asking for assistance.
- Over 254,000 women have
downloaded the application – that’s
24% of all women with smartphones
in Turkey. The app has been
activated over 103,122 times.

26. VODAFONE US
https://www.youtube.com/watch?v=GXdV22IxljY

27. PEDIGREE FOUND

28. PEDIGREE FOUND
Background Insight
Losing dog is a strike to dog owners, and
there is no clear support system in case this
happens in New Zealand
Dog owners wish for a support protocol when
their dogs go missing
Mechanism Result
- Download the app, register the dog
- In case the dog is missing, press the LOST
button
- Create the lost dog alert mobile ads where
the dog was last seen, with the pinpoint
radius of 2,5km
- Downloaded by 10% of all Auckland dog
owners
- 91% of people who downloaded the app
register their dogs

29. PEDIGREE FOUND
https://www.youtube.com/watch?v=rttMkbO7hQk

30. Mobile enlarges location based
e-commerce business models to a
new level thanks to geo
localisation

31. BASE
PHONEADDRESS

32. BASE PHONEADDRESS
Background Insight
Besides texting, calling, surfing the
Internet, smart phones can act as a new
innovative for e-commerce
Mobile has high penetration in today’s
life
Mechanism Result
- The app helps create connection
between the user and the delivery
- Interesting point: When users move,
their address move with them
- Allow tracking order in app
- Beta version is now available on
Android system
- Calling for partners

33. BASE PHONEADDRESS
https://www.youtube.com/watch?v=inXWpDSL8cE

34. Mobile feature phones have still a
prominent role in rural marketing

35. Kan Khajura Tesan

36. KAN KHAJURA TESAN
Background Insight
Bihar is one of the largest states in
India, and it has vast target population
for some Unilever’s biggest brands.
However, TV and printing reach only
account for 20%
Bihar has very high penetration of
mobiles phone. Villagers considers
mobiles as the main means of
entertainment
Mechanism Result
- Kan Khajura Station is established
- A missed call protocol – Villagers will
call the hotline and then hang up
- Kan Khajura will call back and give a
free 15 minute entertainment
- 4 million unique users
-Become the largest media channel in
Bihar for 2 weeks
-Voice ads were heard more than 20
million times with cost per contact less
than 4 cents

37. KAN KHAJURA TESAN
https://www.youtube.com/watch?v=nbM9eAo_S_4

38. Mobile creativity doesn t need to
be beautiful it needs to be smart

39. Mobile banners create real time
customized experiences as live
broadcasting medium

40. LIVE NEWSFLASH
BANNER

41. Live newsflash banners
Background Insight
Hakone Ekiden is traditional marathon race in
Japan. Nippon Television, broadcaster of this
event, ambitiously targets to expand the
audience of Hakone Ekiden
Most people in Japan are using smartphones –
mobile banners can exceed their static nature
and become a live broadcasting medium
Mechanism Result
- Report the race LIVE on smartphones
banners
- Track the real-time location of the runners
- Data track on Google Maps turned into rich
banners in real time
- Create headlines, illustrations,
- Banners updated every 6 minutes, going live
minimum 10 seconds, total 102 banners
- 73,000,000 impressions in 11 hours
- TV viewership rate up by 1,4%
- 10,000 tweets during the race
- Site visit increases by 140%

42. Live newsflash banners
http://www.spikes.asia/winners/2015/mobile/entry.cfm?entryid=

43. What key breakfast
take outs can I take
home today … ?

44. What are the common successfactors ?
• Understand that mobile is a key driver - mobile maturity within
your organization
• Choice of mobile as a medium or as a tool
• Tap into the new branding era – embrace being a living brand
• Be relevant and insightful
– From a local cultural point of view
– From a technological point of view
• Be fearless – trial and error is part of the tech game

45. Mobile is the glue between online
and offline

46. Mobile is the storytelling platform

47. Mobile brand presence should aim
for long term customer
relationships not short term hype

48. Mobile is the central platform to
define a brands role in daily life
and create real life value

49. Mobile enlarges location based
e-commerce business models to a
new level thanks to geo
localisation

50. Mobile feature phones have still a
prominent role in rural marketing

51. Mobile creativity doesn’t need to
be beautiful it needs to be smart
first

52. Mobile banners create real time
customized experiences as live
broadcasting medium

53. To introduce the next
presenter…

54. COCA COLA LYRICS

55. COCA COLA LYRICS
Background Insight
Coca Cola always create fun and creative
communication campaign. Their goal is to
share music related to lyrics on bottle
Chinese people are active on the internet,
but they are shy to express their feelings
in real life, face-to-face conversation
Mechanism Result
- Song lyrics are printed on Coke bottle
- Use QR code to scan and get the lyrics
+ icon digitally
- Easily share the lyrics and icon with
friends via social networks
- Using KOL to post, tweet to reach
organic reach
- More than 2,100,000 music-con
viewership
- More than 1,800,000,000 social
impressions

56. COCA COLA LYRICS
https://www.youtube.com/watch?v=Oqt9BdEaBQk

57. Thank you for your
attention