1. BPG MAXUS
Disruptive Technologies that create the
Ultimate Campaign
18th April 2012

2. Content
• BPG Maxus
• Why are we here today?
• Doing some math
• Maximizing the 4th screen advertising
• Case studies
•Q & A

3. Named Global Media Agency of the year 2011
Named Global Fastest Growing Agency in 2010

4. BPG Maxus apply the Relationship Media thinking framework
REACH
ENGAGE
CONVERSE
ENRICH

5. Simplifying a sophisticated media equation

6. Content
• BPG Maxus
• Why are we here today?
• Doing some math
• Maximizing the 4th screen advertising
• Case studies
•Q & A

7. Probably because of the magnitude of Steve Jobs

8. Probably because the entire world love tablets

9. Probably because tablets are the fastest ramping mobile device
* Source: Morgan Stanley - Tablet Demand and Disruption – February 2011 – page 13

10. Probably because more brands are jumping into the pool
* Source: Morgan Stanley - Tablet Demand and Disruption – February 2011 – page 16

11. Probably because of the Middle Eastern’s tablet legacy
Ipad 3
Dubai
2012
Flood Tablet
Neo-Assyrian
7th century BC
* Source: www.britishmuseum.org/explore/highlights/.../the_flood_tablet.aspx - Assyrian King Ashurbanipal (reigned 669-631 BC)

12. Content
• BPG Maxus
• Why are we here today?
• Doing some math
• Maximizing the 4th screen advertising
• Case studies
•Q & A

13. In the Gulf, the tablet market will continue growing by
+21% More if:
# Telecom operators decide to lower
prices of their 3G data services
# Demand emerges from commercial
end-users
* Source: Gulf News - January 27, 2012

14. In the UAE, demand for tablets will be driven by home users
2011 2012
249,951
DEVICE SOLD
406,340
DEVICE SOLD
+62%
* Source: Gulf News - January 27, 2012

15. 46% tablet owners are sharing their device
INSIGHT 2012
406,340 DEVICE ONLY
~ 600 K USERS
* Source: Nielsen Report - The Increasingly Connected Consumer: Connected Devices (revised October 2011)

16. 48% tablet owners are “Early Adopters”
INSIGHT 2012
406,340 DEVICE ONLY
~ 200 K
Early Adopters
* Source: Nielsen Report - The Increasingly Connected Consumer: Connected Devices (revised October 2011)

17. Tablet owners are more likely to consume after viewing an ad
INSIGHT 2012
406,340 DEVICE ONLY
GREAT
CONSUMERS
* Source: Nielsen Report - The Increasingly Connected Consumer: Connected Devices (revised October 2011)

18. One quick question
How many brands
are today looking at
this kind of audience?
~ 600 000 consumers in the
UAE (7%) with good
disposable incomes
~ 200 000 early adopters
Great consumers !

19. Content
• BPG Maxus
• Why are we here today?
• Doing some math
• Maximizing the 4th screen advertising
• Case studies
•Q & A

20. Why is it so critical to reach the “Early Adopters”?
WORD OF MOUTH
INFLUENCE THE MASS
8 to 15% FOR ANY BRANDS
TRENDS SETTERS
EARLY ADOPTERS EARLY MAJORITY LATE MAJORITY LATE MINORITY
4th Screen 3rd Screen 2nd Screen 1st Screen

21. Early adopters are not influenced by traditional advertising
EARLY ADOPTERS
EARLY ADOPTERS EARLY ADOPTERS
EARLY ADOPTERS
EARLY ADOPTERS
EARLY ADOP
EARLY ADOPTERS
EARLY ADOPTERS
EARLY ADOPTERS
RK ING
EARLY ADOPTERS
EARLY ADOPTERS
OT WO
N
EARLY ADOPTERS
EARLY ADOPTERS
EARLY ADOPTERS
EARLY ADOPTERS
EARLY ADOPTERS
EARLY ADOPTERS
EARLY ADOPTERS
EARLY ADOPTERS

22. They are ready to dialogue with brands & explore new horizons
EARLY ADOPTERS
EARLY ADOPTERS EARLY ADOPTERS
EARLY ADOPTERS
EARLY ADOPTERS
EARLY ADOP
EARLY ADOPTERS
EARLY ADOPTERS
EARLY ADOPTERS
EARLY ADOPTERS
EARLY ADOPTERS
EARLY ADOPTERS
EARLY ADOPTERS
EARLY ADOPTERS
EARLY ADOPTERS
EARLY ADOPTERS
EARLY ADOPTERS
EARLY ADOPTERS
EARLY ADOPTERS

23. In the Middle East, only 57% of the tablet owners are finding
their apps useful (lowest of the world) – vs. the 97% in Asia
* Source: Qualifa Sales Acceleration – Tablet user survey - 2011

24. Need for developing apps that will enhance their experience
USEFUL
EARLY ADOPTERS ENTERTAIN
EARLY ADOPTERS EARLY ADOPTERS
EARLY ADOPTERS
EARLY ADOPTERS
EARLY ADOP
EARLY ADOPTERS
EARLY ADOPTERS
EARLY ADOPTERS
EARLY ADOPTERS
EARLY ADOPTERS
EARLY ADOPTERS
EARLY ADOPTERS
EARLY ADOPTERS
EARLY ADOPTERS
EARLY ADOPTERS
EARLY ADOPTERS
EARLY ADOPTERS
EDUCATE
EARLY ADOPTERS
CONNECT

25. Content
• BPG Maxus
• Why are we here today?
• Doing some math
• The rise of the 4th screen in advertising
• Case studies
•Q & A

26. Today consumers are bees - they fly from one brand to another *
BRAND # 1
BRAND # 3
BRAND # 2 BRAND # 4
* Source: adding the Early Majority

27. Let’s share some honey work available on the 4th screen

28. Case study # Heineken
ENTERTAIN
* Source: YouTube = The Cannes Lions International Advertising Festival 2011
* Source: YouTube = The Cannes Lions International Advertising Festival 2011

29. Case study # Audi
CONNECT
* Source: YouTube = The Cannes Lions International Advertising Festival 2011

30. Case study # Domino’s Pizza
USEFUL
* Source: YouTube = The Cannes Lions International Advertising Festival 2011

31. Case study # Disney
ENTERTAIN

32. Final question
Are you ready now to
develop a new kind of
relationship with them?

33. THANK YOU
Grégory Bolle | Strategic Planning Head | BPG Maxus
4th Floor, MAF Tower | PO Box 121879 Dubai UAE
T +971 4 324 4424 Ext 203 | F +971 4 324 2512 |M +971 50 435 4846
gregory@bpgmaxus.com | www.batespangulf.com | maxusglobal.com
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