2 Your Brand Goes Mobile Doru Panaitescu

Praktiker Goes Mobile Renault Goes Mobile [your brand here] Goes Mobile

About me: www.dorupanaitescu.ro www.marketeer.ro www.twitter.com/castronomicus www.linkedin.com/dorupanaitescu

Agenda Banners Advertising on live! Partner ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Do you remember how your phone… looked like way back then (10 years) Banners Advertising on live! Partner ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

1999 - 2009 Banners Advertising on live! Partner ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Short comparison

Banners Advertising on live! Partner ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Consumers use their mobile to

Banners Advertising on live! Partner ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Mobile as the media of the future - today

Banners Advertising on live! Partner ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Few words about a well kept secret

Everything started from an important event in the car market… Banners Advertising on live! Partner Renault launched in Romania in April ’09 the New Renault Megane: New Megane Bicorp New Megane Coupe

And the agency started to work on the campaign… Banners Advertising on live! Partner ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

For such cars, relevant segment was targeted: Banners Advertising on live! Partner ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

First campaign – New Renault Megane Banners Advertising on live! Partner ,[object Object],[object Object],[object Object],[object Object]

Communication Mix – 3 integrated media channels… Banners Advertising on live! Partner ,[object Object],[object Object],[object Object],Mobile Advertising Unique tracking codes for each coupon

Communication Mix – …and a SMS reminder 2 weeks later Banners Advertising on live! Partner SMS REMINDER– April 30 th From: Renault Doar pana pe 4 mai poti castiga Noul Megane sau o excursie. Vino cu talonul in showroom-urile Renault. Detalii pe www.noul-megane.ro. E timpul pentru schimbare! Mobile Advertising

Second campaign – New Megane COUPE Banners Advertising on live! Partner ,[object Object],[object Object]

Communication Mix – Only digital channels were used Banners Advertising on live! Partner SMS – April 15 th MMS – April 15 th E-mailing – April 15 th Online media - banners From: Agentm09 Avem nevoie de tine. Nu este timp de pierdut! Daca esti intr-adevar bun, intra in actiune! Intra pe www.agentm09.ro ! Sanse de reusita 100%. Mobile Advertising

Results and Conclusions Banners Advertising on live! Partner ,[object Object],[object Object],[object Object]

Key learnings Banners Advertising on live! Partner ,[object Object],[object Object],[object Object]

… Questions? Thank you! [email_address] Banners Advertising on live! Partner

2 Your Brand Goes Mobile Doru Panaitescu

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