The document discusses delivering rich content to business travelers via mobile devices to improve perceptions of the airline alliance oneworld. Research found that travelers spend time in lounges and onboard planes, and use laptops, phones and entertainment. An audio book program called the oneworld Travel Library was launched, allowing travelers to download books at airports via WiFi. It was successful, with over 10,000 downloads, and most users feeling it improved their travel experience. The key is providing the right content in the right place and medium like mobile.

1. Right place, right content, right medium Delivering rich content via mobile to change brand perceptions Ad:Tech 23 rd September 2009 Katie Streten Head of Insight, Imagination/ Digital

3. Right place, right content, right medium Who are Imagination? Imagination are a global brand experience agency 30 years old Sprung out of theatre Covering events film interactive installations brand development mobile Conversations not interruptions

4. Right place, right content, right medium Who am I? Katie Streten - Head of Insight, Digital I manage the strategists and planners in Imagination Digital, I’m the advocate of the user. My team includes content strategists and user experience as well as more traditional planning. Before Imagination I started building websites in 1995 for a small, then a large publishing company. I moved from there to the Science Museum and then to Channel 4 where I developed a talent initiative website and then moved on to manage the public service offering online including News, Sport, History, Science and Culture.

5. Right place, right content, right medium oneworld – the global aircraft alliance Who are one world ? A global airline alliance offering a united service to travellers. 10 airlines including:- BA, American Airlines, Cathay Pacific and Quantas one world revolves around you Service, care, attention, ease of use, respectful consideration

7. Right place, right content, right medium The importance of research one world’s key opportunity to talk to their customers is within the airport space In Spring of 2009 we conducted research to discover what business travellers do during time spent at airports The online survey ran for 6 days in March 2009 on one world.com. The survey generated 939 responses. This is around 0.7% of one world.com average monthly traffic (500,000) The respondents age fell most heavily between the 46 – 55 age range at 38% followed by 36 - 45 at 25%.

8. Right place, right content, right medium The importance of research At the airport 78% will visit the one world lounge 30% will go shopping, catch up on work or relax reading a book/watching a film On board 83% use the in-flight entertainment 60% ‘use their laptop, read a book or something they’ve brought with them 60% sleep 36% work Over 50% of respondents carry a laptop, mobile phone and printed materials (books magazines or newspapers) with them as a form of entertainment. 27% listen to podcasts or watch TV content. 15% use ebooks or audio books Mobile was the 3rd listed entertainment device – above music players

9. Right place, right content, right medium The importance of research At the airport 78% will visit the lounge 30% will go shopping, catch up on work or relax reading a book/watching a film On board 83% use the in-flight entertainment 60% ‘use their laptop, read a book or something they’ve brought with them 60% sleep 36% work Over 50% of respondents carry a laptop, mobile phone and printed materials (books magazines or newspapers) with them as a form of entertainment. 27% listen to podcasts or watch TV content. 15% use ebooks or audio books Mobile was the 3 rd listed entertainment device – above music players

10. Right place, right content, right medium The importance of research Right place Right content Right medium

11. Right place, right content, right medium The importance of research Right place – lounges 70% of people use them Right content – something that can be enjoyed on the plane as well as in the lounge 60% using something they’ve brought with them, 83% using in-flight entertainment Right medium – mobile Mobile was the 3rd listed entertainment device – above music players Innovation, business travellers are heavy users, something they will naturally have, can deliver a variety of content experiences

13. Right place, right content, right medium The oneworld Travel Library An audio book download program, launched in May 2009 at airports Brussels in Belgium, Milan Malpensa and Rome Fiumicino, in Italy. The Library on offer features 40 titles, covering the fields of Business, Society, Travel, & Fiction, and is available in Italian, English, Dutch and French. Travellers can download 3 books at a time. The roster of books was selected by Imagination to include only the most regionally relevant and timely titles for the frequent business flyer audience.

15. Right place, right content, right medium ROI and results 11,383 downloads to date – campaign to run until December The most widely downloaded audiobooks were English titles. Of these, Angels and Demons had the greatest number of downloads at 737, followed by A Briefer History of Time at 591 downloads and How to Win Friends and Influence People at 491 downloads. All of these are or have been best sellers.

16. Right place, right content, right medium ROI and results Over 90% of respondents feel that the oneworld Travel Library has improved or significantly improved their travel experience. The majority of respondents on the online survey stated that the oneworld Travel Library makes the oneworld airlines more appealing

17. Right place, right content, right medium Learnings 1. Use mobile for long form content 2. Use all the features of mobile for mobile marketing – including storage and sound 3. Consider place of use – more easily with GPRS

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