1. MobileMarketing:theeraof
smartphonesiscomingsoon.
Whattodonow
andhowtomeasureit's
effectiveness?
1
Alexander Ragozin, General Director
BRANDTONE Russia

2. The World’s leading mobile marketing company – working with
leading brands in key developing and emerging markets
(Brazil, South Africa, China, India, Russia, US )
An award-winning team

3. 10.06.13 3
Key chellengies for smartphone era NOW
1. How to reach 75 % of your potential consumers
75%
25%
Share in users
Feature fones
Smartphones
2. The speed of technology innovations
WEB SM APPS …. …… …. …..
2000 2008 2011 2014 2020
3. The ROI from new technologies and it’s efficiency
as a marketing communication channel

4. 10.06.13 4
LET’S GO BACK TO OUR ROOTS
TO SIMPLE AND INTEGRATED
SOLUTIONS

5. 5
Mobile Marketing from Brandtone?
Engaging
Manageable
Interactive
Hi redemption level
A new media channel which use the
most widespread technology in history
with highest ROI

6. TV Radio Print Web 3G Mobile App
Reach/Coverage Engagement
+100% penetration 1 on 1 interaction
Asser%ve
and
Efficient
Communica%on
Strategy
Reduced
Media
“Waste”
Tradi%onal
Media
Dependency
While opening a superior media channel

7. 7
How it works?

9. 2
Case
studies

10. 4
In 2011 Brandtone partnered with
South African Breweries to plan
and execute the ground breaking
“Be the Coach” promotion around
the showpiece Carling Cup soccer
event between the Kaizer Chiefs
and the Orlando Pirates.

11. 25.01.13 7
The Brief
The Carling Team challenged Brandtone to execute a mobile campaign that would:
Drive
consump%on
and
build
brand
affinity
increasing
commitment
amongst
Carling
Black
Label
consumers
and
conver6ng
switchers
Use
mobile
to
create
brand
engagement
plaBorm
enabling
consumers
to
be
part
of
the
ac6on
vo6ng
for
team
selec6on
and
subs6tu6on
Build
Enhanced
database
of
Carling
black
label
consumers
enabling
future
tailored
communica6ons

12. The Campaign
25.01.13 9

13. 10.06.13 13
Consumer
buys
a
Carling
Black
Label
to
become
the
coach
1
Dial
for
FREE
*120*764*
underlinercode#
2
For
each
entry,
consumes
get
to
make
one
selec6on
–
of
players
on
Kaizer
Chiefs
and
Orlando
Pirates
3
The
fans
votes
are
tallied
to
determine
the
team
to
play
in
a
derby
between
Kaizer
Chiefs
&
Orlando
Pirates
on
28
July
2012
4
5
Brandtone
provided
a
customised
USSD
text-­‐menu
system
designed
specifically
for
Carling
Black
Label,
allowing
consumers
to
select
their
team
with
every
purchase
of
Carling
Black
Label.
Lucky
daily
winners
win
R5
air6me
and
6ckets
to
the
game

14. 10.06.13 14
Video Case Study
http://www.youtube.com/watch?v=etmzOOtNCIk
http://vimeo.com/44024325

15. 25.01.13 13
• Over 20 million votes for team selection
• Over 1 million unique consumer profiles created
• 80% consumer opt-in for further communication
from the brand.
• Volume and share increase
• Earned media of almost 3 times total campaign
investment.
The Results

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Awards
• GSMA 2012
(Best Mobile Ad & Marketing Campaign)
• Cannes Gold Lion 2012
(Branded Content & Entertainment)

18. 10.06.13 18
Always ask yourself when you use mobile marketing
1. Can this technology be accessible to a large
percentage of my clients??
2. How I can measure efficiency and ROI?
3. Can I integrate this technology in my
marketing mix and how it can increase my
sales?
4. Does this engage consumers ?
5. How I can communicate with the consumer
after ending of the campaign ?

19. 25.01.13 17
Talk to us today.
+79154336927 Alexander.ragozin@brandtone.comwww.brandtone.com