2. Speakers:
A View From Every Angle
Peter Birch
Managing Director
Mobile Embrace
Ciarán Norris
Chief Digital Officer
Mindshare
Sally Binfield
Senior Brand Manager Consumer Health
Boehringer Ingelheim
3. A View from Mobile Embrace:Mobile First
• We see mobile as the holy grail for marketers:
Digital device with
near 100%
penetration
(60% smart-phone)
More than just a
stand alone medium
Highly
complementary to
other media: TV,
Print, Outdoor and
Radio
Mobile empowers traditional mediums,
increasing effectiveness by:
Delivering more information
Allowing for a deeper brand
dialogue
Eliciting a response
Reach 100% of
consumer base 24/7
4. Mobile First
Better targeting + richer creative for brands + better reporting =
increased mobile credibility
• Need to deliver great user experience & also mobile native functionality - e.g. find
your nearest store and click to call
• Advertisers largely understand need for mobile optimised experience
• But, many marketers bolting mobile as
add-on once everything else executed
• Despite capabilities , mobile not used to drive
campaigns as 1st screen, housing complete comms message
• Mobile mostly being viewed in isolation –
relegated as stand-alone medium
5. A View from Mobile Embrace:
Mobile First
• Mobile adds interactivity to traditional media – i.e text mechanic added to TVC or print
ad or a customised QR code on pack
• Easy , cost effective and instant : A device that everyone owns and knows how to use
• ‘Mobile 1st’ should be a serious consideration from the outset and not as an after-
thought viewed in isolation
3 Rules;
1) Optimise mobile experience
2) Leverage traditional media
3) Exploit mobile’s unique benefits
6. Executive Summary
Campaign Brief:
Mobile Embrace to build and execute interactive mobile campaign for Bisolvon’s 2012 campaign
Campaign Objectives:
1. High reach and frequency whilst maintaining cost effectiveness
2. Direct consumers to a digital hub where they can enter the bespoke competition
3. Provide mobile traffic in relevant environments
4. Promote Bisolvon during the Winter cold & flu season
Campaign Details:
We ran traffic across our targeted premium publisher network and channels : Recognised,
targeted, safe and the right target audience
Interactive mobile creative drove viewers to digital hub which was all mobile optimized
We also proposed messaging solution to drive engagement
7. Campaign Brief:Bisolvon • Pharmacy only medicine, #1 brand Chesty
Cough
• People suffer in winter but want to get on
with their lives.
• Most recommended brand by Pharmacists,
yet consumer awareness relatively low
• Competition set to increase significantly
• Purchase path changing , more self selection
• Defend position in category, grow sales /
market share: To 21.5% from 20.4%
• Grow awareness 8% - 9% unaided / 38%-
42% aided
Always read the label. Use only as directed.If symptoms persist, see your healthcare professional
8. Identifying the Marketing Challenge POE Plan, POE Exchange
POE Implementation
Measure and
Learn
Co-created
brief / Job to
be done
Situation
Analysis
POE Plan
Consumer
Understanding
Ambition,
Barrier,
Challenge
Media
Strategy
Consumer
Definition
POE
Exchange
POE
Delivery
Measure
&
Learn
Project
Share
Strategic
Direction
Brand / Cultural Dynamic
DIAS
Role of Channels
Original Thinking Framework:
Bisolvon
13. User Experience:
Bisolvon
User sees the promo on
Facebook, the mobile
banner advertising or
the transit advertising
CTA to text in “Cough”
or “Mucus” to 194 888
Upon receiving a
“Bisolvon” branded
message with link to m-
site, user can
personalise their own
get well card or choose
from pre-existing
messages
The delivery method of
SMS, email or Facebook
is then picked and the
user fill in theirs and the
recipient’s details
User sends the card, and automatically
entered into the comp if leaving the
check box ticked – ensuring users’
details captured to contact them if
they win a prize, measure
responsiveness to the promotion and
map out when people have engaged
with the brand
15. Results:Bisolvon
Dwell time(s), impressions, competition
entries, social media numbers and clicks all
helped deliver insight
Market share = 22.6% (IMS, cough category,
Dec 2012)
Bisolvon achieved highest sales growth
Awareness unaided =10%, aided = 55%
Mobile Awards 2012 winner
16. Get buy in from Senior Management:Bisolvon
• Demonstrate challenges faced by the brand and the need to achieve overall objectives
• Be aware of the target audience and their behaviour to determine best strategy for brand interaction
• Acknowledge what is working – keep doing that – and look at how that can be optimised/built on with
other activities. These could relate to in-store activities just as much as digital
• Know your regulatory framework well (i.e. ad guidelines) and assess risk, ensuring everyone on ‘team’
does - particular externally. Be proactive with colleagues (regulatory team) and gain their support early
on by taking the time to explain the project and sharing information
• Be transparent - agree that it is a ‘test’/ no one is an ‘expert’ and embrace opportunity for engagement.
Budget should reflect this and ensure you complete post activity review and recommendations
• Help create environment that considers new ideas and help other team members ‘stay in touch’ by
sharing articles / case studies
