Presentation given by Ocean Observations in Stockholm on November 30, 2010. Phones are no longer about talking - now they DO things that make our lives easier and more enjoyable. The same should be true for your brand strategy. Here we provide an overview of the current mobile landscape and technologies, with a focus on leveraging mobile possibilities to create more meaningful brand interactions and experiences. Also includes inspiration from Japan with insights into how Japanese brands are currently using mobile.

1. Mobile
Brand Strategies
// Actions speak louder than
wordsNovember 30, 2010

2. Say hello to:

3. app stores!
and tablets!
and ‘droids!
oh #@!&!
The road is being paved as
we move forward.

7. Isn’t it
just
a
smaller
screen?
ROAR.

9. // Behavior // Media // Usage // Technology
Accelerating Change

10. New Ways to Interact
Wifi/3G
GPS
Touchscreen
Camera
Microphone
Speakers/Headphones
Accelerometer
Proximity/Light Sensors
Gyroscope
Augmented Reality
More than talking... Phones now DO things!

11. We choose who to talk to.
That goes for people and brands.
New Rules of Engagement

12. Everything else is spam.

13. The Rise of the
Participatory Age

14. Transparency is trumping
privacy.

15. Gaming is a force to be
reckoned with:
+
= MINDBLOWING
Source: OnlineMBA.com, AllFacebook.com, Mashable.com

16. Narrative format is losing
relevance and impact.
Source: http://blog.campaignasia.com/author/andygreenaway/

17. Build things that are:
A. Entertaining B. Useful C. Both

18. “It’s no longer about
communicating products, It’s
about creating Communication
Products.”
“Create things that DO things,
and then see what people do
with them.”
-Gareth Kay
Director of Brand Strategy,
Goodby, Silverstein and Partners

19. Creating Meaningful
Interactions:
1. Don’t talk, DO

20. Agency Credit:Wieden + Kennedy, PortlandNike Livestrong/ChalkBot: http://www.youtube.com/watch?v=5Jb-KT4r6NY

21. Agency Credit: R/GA NewYork

23. Creating Meaningful
Interactions:
1. Don’t talk, DO
2. Understand WHEN and HOW to add Value

24. Mobile Motivations

25. Needs an address. A balance. Support. And a hug. ASAP!
On-Demanding

26. What’s the score? Did anyone “like” my status? Is the new product in? ...What about now?
First-to-Know

27. Killing Time. Looking for something new. Something unexpected.
Killing Time

28. Mobile-Managing
Access to my digital data and ability to complete transactions, no matter time nor place.

29. Mobile Contexts

30. Streetsmarts
GPS is for tourists. Location based is about more
han satellite tracking
hmm,
food...
hmm,
food...
hmm,
food...
It’s always there, ready to be local.

33. Social Currency
You have a conversation piece in your pocket.

34. Agency Credit: 72andSunnyHardee’s Parisian Pickup: http://www.youtube.com/watch?v=Wrkvqjb3Azc

35. Agency Credit: Crispin Porter + BoguskyBaby Carrots Xtreme Xrunch Kart: http://www.youtube.com/watch?v=-nqz9sQrFA4

36. Portable Fan Club
The Power of Social Proof

37. Agency Credit: Big Spaceship

39. We’re Better Together
A platform where small actions drive big change.

42. The interface
to everything
Life is a Game.

43. Agency Credit: JungVon Matt, StockholmMini Getaway Stockholm: http://www.youtube.com/watch?v=WMWu1h_6OfE

45. iButterfly: http://www.youtube.com/watch?v=vEE6M0iW-Nw Agency Credit: Dantsu

46. Tokyo電車

47. Shake Me Wake Me
Using mobile technology in a useful way.

48. Drutten & Gene
Using augmented reality to promote the new film.

49. Twitter
Twitter is seen as casual, spontaneous, informal, public and
open - that is not usually the way Japanese are.

50. iComic
A concept that works - now also in the mobile.

51. Love Plus
Virtual reality - a life in an other dimension.

52. Key Takeaways
Technical and cultural changes make NOW the most exciting time to be a marketer.
Mobile is Mass - and will soon overtake desktop.
Mobile technology provides possibilities for interacting that were never before possible.
Don’t use mobile as just another channel to fill with unwanted clutter. You must add value by
providing tools or enjoyment.
Create meaningful interactions by understanding how your target values and needs apply to
different mobile contexts.
Be generous. Mobile allows “marketing for good.”
Mobile is not an afterthought to your strategy or plan. If not already, it will soon be the most
important way to connect with your target.

53. The New Questions:
• Who do you want to
reach?
• What do you want
them to think/feel/do?
• What do you want to
achieve?
• What do we want them
to take away about your
brand?
• Who needs your help?
• How do they want to
engage with you?
• What is the REAL
unsolved problem?
• How can you create
meaningful
interactions?
FROM: TO:

54. THANK YOU!
www.oceanobservations.com
ocean_sthlm@twitter
oceantokyo.tumblr.com