FreshcellGroup is a marketing group that has created over 100 campaigns for major brands since 2004. They specialize in interactive media projects using SMS, IVR, and other technologies. The document highlights some of their most successful campaigns in countries like Russia, Kazakhstan, Azerbaijan, Latvia, Iraq, and Vietnam. These generated millions in revenue and significantly boosted subscriber engagement for various mobile operators. FreshcellGroup proposes to run a similar multi-phase mobile marketing campaign involving prizes to increase revenue and subscriber involvement.

1. FreshcellGroup Portfolio 2004-2012
October 2012
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2. Contents
• About Us
• We are 1st
• Highlights of our recent promos
• Our proposal
• Contacs
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3. About Us
• FreshcellGroup - a group of professional marketing and technical
specialists since 2004.
• We are former employees of Coca-Cola, Motorola, Ericsson, Visa
and MasterCard.
• We are MBA graduates from IEMI Paris and Hayward USA.
• We created more than 100 marketing campaigns for BMW, Mercedes-
Benz, Toyota, Audi, Hyundai, Russian Carrefour, Auchan, Visa,
MasterCard, Coca-Cola, Russian mobile operators Beeline,
MegaFon, MTS, latvian mobile operators Tele2 and LNT,
azerbaidjanian mobile operator Backcell, Russian TV channels -
more than 30 projects for all TV channels, Russian nationwide FM
radios from TOP5 - more than 20 projects, vietnamese mobile operator
MobiFon, mobile operators in Iraq - Zain and Korek.
• We have our SMS platform inslalled in 17 countries of Europe, Latin
America, Middle East and Africa, connected to 90 operators.
• Headquartered in Moscow, a representative office
in London and Athens.
• The core business is development and integration of interactive
media projects, development of various services on technology-
based IVR, SMS, WAP, WEB
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4. We are the 1 st
• 2004 - the first mobile marketing campaign in retail - for
Russian Carrefour
• 2005 - the first mobile marketing campaign ever with BMW
• 2005 - the first ever advertizing banner on WAP.MTS.RU
• 2006 - the first mobile marketing campaign for Toyota
• 2006 - super popular SMS Quiz on FM Radio
"Big Thursday"
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5. We are the 1 st
• 2007 - the first mobile marketing campaign with Mercedes-
Benz
• 2007 - the first mobile marketing campaign with Hyundai
• 2009 - 30 TV channels transmit single TVC, each with unique
short code, to get revenues from SMS contest with BMW
• 2009 - nationwide SMS contest in press, each of 6 million
readers can win Hyundai, Chevrolet or Volkswagen car
• 2010 - the first ever all-subscibers SMS contest for
Bakcell in Azerbaidjan. 140,000 players, 12 SMS/pl.,
revenue $1.2m, Mercedes-Benz C-class a main prize
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6. We are the 1 st
• 2010 - 40 nationwide TV channels transmit Volkswagen
Touareg TVC and get revenues from SMS, $1m in sales
• 2010 - SMS promo with Mercedes-Benz at Christmas, $1m in
sales.
• 2011 - BMW X5 campaign at Man’s Day, 50 TV channels.
• 2011 - Audi A4 quattro campaign in Latvia, in a small country
with 2,2m population, $730k in revenues, successful promo.
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7. We are the 1 st
• 2012 - the largest number of players and highest ARPU in Iraq
with Zain - the most successfull promo ever. $10m in sales.
• 2012 - Korek Ramadan promo in Iraq, prize fund was more
than $800k, we made 2x more in sales than competitor
• 2012 - the highest revenue generating promo in Vietnam ever
with MobiFone, state-owned largest vietnamese mobile
operator
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8. Highlights from our
promos
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9. Our Promotion in
Kazakhstan 2008
§ Draw with KCell (Kazakhstan) in May 2009 during
100 days
§ $1K x 3 daily, 1 jeep valued at $35K weekly, Grand: a
house valued at $300K
§ 645 000 participants (13% of subscriber base)
§ 15,5 SMS/player ($15,5/sub.)
§ Revenues $9’997’500
§ Net Profit $8’907’500
§ KCell net profit $4’453’750
§ ARPU boost up at 2%
Quiz web page:
www.bakcell.com/777
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10. Our Promotion in
Russia 2009
§ Draw with Beeline (Russia) in February 2009 during
100 days
§ $30K daily, $65K weekly, $1M Grand Prize
§ 3,2M participants (8,13% of subscriber base)
§ 8,4 SMS/player ($12,6/sub.)
§ Revenues $40’320’000
§ Net Profit $33’320’000
§ Beeline net profit $16’660’000
§ ARPU boost up at 2,7%
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11. Our Promotion in
Azerbaidjan 2010
§ Mercedes-Benz C200 grand, $700 daily and $4000
weekly with Bakcell (Azerbaijan) in May 2010 during
46 days
§ 135 000 participants (6,75% of subscriber base)
§ 9 SMS/player ($9/sub.)
§ Revenues $1’215’000
§ Net Profit $1’050’000
§ Bakcell net profit $525’000
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§ ARPU boost up at 2,7%
Quiz web page:
www.bakcell.com/777
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12. Our Promotion in
Latvia 2011
§ Audi A4 Quattro draw with LNT (Latvia) in March
2011 during 60 days
§ 18 125 participants (4% of subscriber base)
§ 25 SMS/player ($40/sub.)
§ Revenues $725’000
§ Net Profit $645’000
§ LNT net profit $322’500
§ ARPU boost up at 1,2%
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Quiz web page:
http://www.45000.lv/
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13. Our Promotion in
Iraq 2012
§ KIA Sportage every week, cash for $550K with Zain
(Iraq) in March 2012 during 82 days
§ Media budget $500K
§ 1,13M participants (11,3% of subscriber base)
§ 8,2 SMS/player ($9/sub.)
§ Revenues $10’170’000
§ Net Profit $9’120’000
§ Zain net profit $4’560’000
§ ARPU boost up at 3%
Quiz web page:
http://www.500millionszain.com/
Most successful Promo with Zero complaints
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14. Our Promotion in
Vietnam 2012
§ $500 daily, $2.4K weekly and $25K Grand Prize with
MobiFone (Vietnam) in May 2012 during 35 days
§ Media budget $300K
§ 570 000 participants (3,56% of subscriber base)
§ 10,46 SMS/player ($3,14/sub.)
§ Revenues $1’789’800
§ Net Profit $1’289’800
§ MobiFone net profit $644’900
§ ARPU boost up at 3,72%
Quiz web page:
http://euro.mplus.vn/Website/Home.aspx
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15. What we propose
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16. Our Proposal
• To run mono branded mobile operator (like Zain or Bakcell) or
cross-carrier (like BMW and Toyota), SMS based, points earning
promo with main prizes like money, luxury cars or apartments
• To use our very successful SMS mechanics with quiestions,
teasers, reminders and CRM and our reliable SMS/IVR pratform
with direct connection to mobile operators
• To involve, entertain mobile subscribers and get high
additional revenue by means of FreshcellGroup entertainment
platform and experience
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17. The Strategy
Phases Duration
Involve as much as possible players
by means of SMS bulk, USSD and TV 4 weeks
spots
Split all players into three segments:
occasional, strong and heavy players
4 weeks
Interact with each segment upon
different strategy
Involve heavy players into the final
fight for the grand prize 4 weeks
Achieve maximum playrate
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18. Contacts
Maxim Doronin
Chief Executive Officer
81 Oxford St London W1D 2EU
United Kingdom
phone: +44 (0) 208 123 650 8 CONVERGENCE IN MEDIA
phone: +7 (926) 522 125 89 AND TECHNOLOGIES
maxim.doronin@freshcellgroup.com
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19. Thank you!
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