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XM Asia
       Beyond the Browser
Created by the folks at XM Singapore and XM Malaysia
                          2011
So	
  XM	
  Asia	
  walks	
  the	
  thin	
  red	
  line	
  

TO	
  BRIDGE	
  MARKETING	
  	
  TECHNOLOGY	
  TO	
  
BUILD	
  THOSE	
  PERSONAL	
  CONNECTION	
  
Case Studies
Overview of the current mobile and multitouch capabilities!
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.!


!
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

     !
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.

     !
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!
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.

     !
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.!
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!



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

THANK	
  YOU!	
  

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XM Asia beyond the browser

  • 1. XM Asia Beyond the Browser Created by the folks at XM Singapore and XM Malaysia 2011
  • 2.
  • 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!
  • 9.
  • 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.
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  • 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! 
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  • 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!