2011 provided an array of beyond the browser opportunities and we at XM will continue to innovate and push our own limits for our clients to build those personal connections for their brands.

1. XM Asia
Beyond the Browser
Created by the folks at XM Singapore and XM Malaysia
2011

3. So
XM
Asia
walks
the
thin
red
line
TO
BRIDGE
MARKETING
TECHNOLOGY
TO
BUILD
THOSE
PERSONAL
CONNECTION

4. Case Studies
Overview of the current mobile and multitouch capabilities!

5. Awarded FWA !
Mobile of The Day !
2 September 2011!
The Challenge!
• YourSingapore’s brand is dedicated to deliver a
unique, personalised experience for its travellers.!
How can the brand utilize the single most
personal digital device – the phone, to allow
travellers to get more out of their time in
Singapore?!
!
The Insights!
• Singapore is starting to see travellers who are
free and independent, preferring customised
and personal itineraries. !
• With smart phones making up 78% of global
handset data traffic, there is opportunity to take
YourSingapore ‘s experience to the next level.!
!

6. Awarded FWA !
Mobile of The Day !
2 September 2011!
The Idea!
• YourSingapore Guide is a personal travel
companion that helps visitors plan their
trips to Singapore. !
• It enables travellers to share their
experiences on the go, have exclusive
privileges notified tailored to their needs
and interests.!
The Results!
Downloads are now in the 10s of
thousands!
!
Recognised global as !
FWA Mobile of The Day
!
Video link!
http://youtu.be/wsfT4AdehiE
!

7. Cyber Lion Shortlist!
The Challenge!
• A universal problem faced by small-volume
niche stores everywhere: the higher risks and
costs in stocking niche and unique inventory.!
How can we close the gap between what
people want, and what we sell?
!
The Insights!
• With social media, people are more than
willing to express and re-broadcast their
“Likes”. !
• Applied correctly, this can form the basis of
demand in a socially driven supply chain
solution.!
• Plus, it's free.
!

8. Cyber Lion Shortlist!
The Idea!
• A revolutionary social shopping Mobile App +
experience that promises to sell only Facebook Page!
what the customers wants to buy. !
• The business model allows empowers
users with access to the platform to
create an efficient inventory that
ensures profitability. !
!
The Results!
To be release Nov 2011!
Video Case Study!
http://youtu.be/7Ry_5R4-6u0!
How It Works Video!

10. The Challenge!
• The LPGA Tour features world class women
golfers and is an opportunity for HSBC to
connect with its audience’s passion for the
game.!
How can HSBC make the game more
accessible to its everyday customers while
delivering its value in the context of the
game?!
!
The Insights!
• The game, often seen as a “rich man’s” sport
is non-accessible to the everyday person. Also,
Singapore is an island that is land-scarce and
has little avenues to promote the game.!
• This lack of promotion and education also
reinforces the lack of interest of mainstream
audience.
!

11. On-the-ground!
The Idea! On-the –ground
activations
• An immersive experience was created through connected HSBC
and fellow golf fans
an augmented reality iPhone app.! with an immersive
experience of the
• Through the app, this allowed everyday game.!
consumers to access the Tanah Merah 8-hole
course by a virtual recreation along Orchard
road. ! Mobile App!
The iPhone app
allowed golf fans to
experience and
engage with the
The Results! LPGA tour on their
personal devices.!
Huge public awareness and interest in the game that
resulted in!
!
150% increase in ticket sales and event
participation!
Facebook App + Website!
!
Tickets were sold out in half the time! The website provided
latest and exclusive
insights of the game
and the players.!

12. The Challenge!
• SOYJOY is faced with a lack of public
awareness of the health bar benefits and
competition from other cheaper or tastier
bars.!
How do we convince the target audience to
buy SOYJOY?!
The Insights!
• The target audience are working females, aged
18-35. who has to juggle between work and
family responsibilities resulting in having very
little time for themselves look good and feel
good.!
• Despite their hectic schedules, these women
find relaxation and spend significant time on
their mobile and Facebook playing social
games!
!

13. The Idea!
• We introduce 2 minutes of Soy Goodness to
reinforce the idea that it only takes 2 minutes
to eat a SOYJOY bar for your daily dose of
goodness. !
• We engaged them with a gaming app by tying
consumption of SOYJOY bars in the
mechanics of the game that rewards the top
scorer with a trip to Paris.! !Game made available on both mobile and Facebook.!
SOYJOY trivia educates and reminds
Game mechanics ties in with the Exclusive content and game creative
the user of the benefits of the bar
consumption of SOYJOY bars! around Oba, the internet sensation.!
The Results!
Campaign is on-going 26 Sept – Nov 2011!

14. Ford
Mondeo
–
Ipad
App
What
we
did:
If
you
have
ever
dreamed
of
si;ng
in
a
Ford
Mondeo,
this
app
gets
you
one
step
closer.
Featuring
a
swipe
controlled
overview
with
exterior
detailing
images,
the
app
successfully
brings
the
showroom
to
your
fingerEps.
The
app
also
includes
a
film
footage
showcasing
the
car’s
sleek
design.
The
ipad
app
created
by
XM
served
as
a
kiosk
for
Ford’s
Roadshow
allowing
customers
to
know
more
the
car
in
an
engaging
manner.

15. Ford
S-­‐Max
–
Ipad
App
What
we
did:
If
you
have
ever
dreamed
of
si;ng
in
a
Ford
S-­‐Max,
this
app
gets
you
one
step
closer.
Featuring
a
swipe
controlled
overview
with
exterior
detailing
images,
the
app
successfully
brings
the
showroom
to
your
fingerEps.
The
app
also
includes
a
film
footage
showcasing
the
car’s
sleek
design.
The
ipad
app
created
by
XM
served
as
a
kiosk
for
Ford’s
Roadshow
allowing
customers
to
know
more
the
car
in
an
engaging
manner.

16. For
more
informaEon,
please
contact
paul.soon@xm-­‐asia.com
THANK
YOU!