The world of marketing is being redefined with mobile phones. The old world methods of marketing just don't make sense. It needs a new order and new thinking. Marketers need to get rewired to do this form of marketing with mobiles!

1. Leveraging the power of
Mobile Marketing for brands
Mobile Monday, Mumbai
9th April 2007
THE NEXT ITERATION

2. About 2.4 billion mobile
phones have been sold around
the world last year, and
globally there are more mobile
phones than PCs.
Source: GSM World

3. “Worldwide over 350 billion
text messages, are
exchanged across
the world’s mobile networks
every month”
Source: GSM World

4. Mobile reaches
where
other media
cannot!
Metros
18%
A Circles
35%
B Circles
36%
C Circles
11%
Feb 2007 Mobile Subscriber data – 203mn

5. 10 million
GPRS
users?!
“…About 15 per cent of the mobile
phone subscriber base in India (140
million users) is on the GPRS platform
that enables such applications…".
Source: The Hindu

6. “Mobile is already a platform,
but the consensus was that
leveraging the power of the
web, integrating web
services into the mobile
medium is the future of
mobile.”
Mobile2.0 Conference

7. Unlearn!
‘Just-in-Case’
marketing & communication

8. Unlearn! Make products ‘Just-in-case’
customers might need it!

9. Unlearn!
‘Just-in-case’ the
consumer
is interested to buy

10. Unlearn!
‘Just-in-case’ the customer
needs the product

11. The problem with
traditional
advertising is that
it's a "disconnected"
process

12. Learn!
• ‘Just-in-time’ marketing
– Contextual messaging
– ‘When-you-want’ messaging
– ‘Overt to covert’ messaging
– ‘seek & collaborate’
communication
– Move from ‘communication’
to ‘conversation’

13. context
Learn!

14. immediacy
Learn!

15. personalization
Learn!

16. Moving beyond
‘text and
response’
campaigns

17. A world of interactivity
• Initiate a phone call
• Trigger a return IVR call
• Download mobile content
• Automatically opt-in to an SMS
• Email database
• Go to a promotional mobile Internet site to learn more.

18. Source: iLoop Mobile

19. Cases of
ImaginAction™

20. Adidas QR Tagging
• QR Codes turn your phone into a
bar code scanner used
everywhere in Japan and Korea.
• Adidas used these codes on retail
merchandise tags and clothing
imprints.
• Potential customers could take a
photo of the color code on a
sleeve, and the handset would
then load up the brand’s WAP site
• Over the course of the test run,
60,000 people participated in the
Korean Adidas program, and
Adidas had over 2,000,000 page
views.

21. What will your
message be?
Mass Messages to
customized messages
• Download a template from
a website
• Customise with your
Valentine message in
hand-writing
• Take a picture of it with
your cameraphone and
upload it back
• Send the SMS message to
your friend

22. Art meets mobile meets social media.
• SMS as graffiti.
• The idea is that you send in your
text message to the central
system and then the messages
are projected on to buildings
(interior or exterior) in specific
shapes or formats.
• The text messages appeared in
speech bubbles.

23. Nike ID
• Nike erected a large, interactive
billboard in Times Square.
• Passers-by could use their cell
phones to text in their own custom
design and receive a free pair of
Nike IDs.
• Individuals went nuts when they
saw their own shoes posted live on
the jumbotron in front of them.
• Nike gave away 3000 pairs
of shoes in this promotion
• Users were just as excited by their
design on the billboard as they
were by the free footwear

24. • Download and news service
called Musicstation.
• Major labels like Universal and
23 global network operators so
far covering 40 countries and a
potential of 690m subscribers.

25. Service rather than messages
Bluebook from 02
• Gone are the days when
upgrading your phone meant
losing your treasured text
messages and photos
• The account offers 1000 MB
of storage space for important
text messages, pictures or
video clips. Photos taken from
cameraphones can optionally
be opened up to be viewed
online by others and also sent
directly to Kodak for
printing.

26. Mobile mischief
from 42 Below
• Background:
42 Below wanted to create an interactive mobile marketing campaign that
would support its quest to become the most talked about vodka brand
anywhere in the world including the hard to crack markets of London and New
York.
• Objectives:
Support the outdoor campaign running in the party hotspots of major global
cities
Use the mobile channel to spread the 42 Below far and wide among the target
audience
• Solution:
In the world’s first ever viral mobile video campaign, mischief makers were
able to spread stories of their 42 Below related misdemeanors far and wide;
downloading and forwarding animated stories, videos, ringtones and
screensavers to any mobile phone, anywhere in the world at any time.
The stories are made up of a series of icons, with each icon accompanied by
an appropriate (or inappropriate) sound. They can be downloaded from the
website, www.42belowstories.com, to any phone; their own, or a fellow
mischief makers. The user receives a link which opens the video or the
animated story, once it has played the user has the option of forwarding the
content to a friend. Users can also access a WAP page, where they can
browse the content, download screensavers and SMS alert tones, as well as
forwarding content to another person’s phone.

27. Adidas Real Madrid
China Tour
• Reinforce adidas’ position as an innovator and technologically savvy
marketer by leveraging off sponsorship of the much hyped Real
Madrid tour of China and Japan by utilizing the 3G phone to connect
with the football-mad populous.
• Enabling viewers to “snack” on exclusive video footage on their
mobile phones of the tour, including highly sought after, exclusive
interviews of the 2 superstars–Beckham & Raul, the channel was
also used to launch the star-studded “Impossible Field” TVC.
Results
The campaign surpassed any similar campaigns conducted on 3G by
over 200% (source Hutchison), this was due in large part to the
exclusive content & interviews filmed and produced specifically for
the mobile channel.

28. Trends on why brand
marketers have to
beyond just messaging!

29. Trend #1
Mobile web applications are the future

30. Trend #2
We are creators not consumers
(The power of user generated content)

31. Trend # 3
I am not a number, I am a tag

32. Trend #4
Communities will the way to
build engagement – Generation C
“The population that is always in contact with
friends and colleagues and trust them more
than your branded messages “

33. Why is it
important for
us to work
together?

34. By 2011, global
advertising industry
will be close to $600B.
Can mobile start to
increase its revenue
share from its current
levels of less than
0.2% to 2-5% by then?

35. Thank you