Presentation given at NMA Live event in London on 23 March, 2010 discussing apps (and mobile solutions) for marketers

1. NMA Live
Mobile Apps for Marketers
Jason Cross
26.03.10

2. What makes us different
• Positioning
Award winning, independent, full service Mobile Marketing and Mobile
Advertising agency. We service clients’ needs using all mobile formats
• Industry leadership
MMA, IAB, AA, IDM, DMA, ISP, Marketing Society
• Clients
Advertisers, agencies, media owners, publishers, the public sector and
charities; no adult services or gambling
• All in-house technology – the buck stops with us!

3. Incentivated – How we work with clients
Engagement is spread across all three elements
Clients Global acquisition, retention (CRM) and m-commerce campaigns and solutions
Campaign strategy, concept & management
Marketing, Creative & Design, build & hosting of WAPsites*
Advertising Agency Mobile advertising planning & buying
Consulting, insight & post campaign analysis
Mobile marketing
Mobile Marketing Email marketing
Platform WAPsite (mobile internet) publisher
Self-serve functionality
Messaging Gateway & SMS, PSMS, MMS, LBS, 2D barcodes etc
Mobile content management system**
Software Company Design & build of handset & server apps
*Includes iPhone and other ‘smartphone’ specific sites // **Phone capabilities database

4. We are industry pioneers
Best Mobile
Mobile
‘iris’ Appointed as Marketing campaign
Marketing
Version 1 sole mobile agency & Best Mobile Campaign
Association
launched on COI roster
2001 2002 2004 2005 2006 2007 2008 Won 7/8 2009
Founded Awarded tender Short listed for Global Mobile Mobile
for Mayor O2 most Advertising Awards
of London inspirational award
London business

5. Who’s using the mobile channel?
Incentivated’s balanced portfolio of agency and brand clients
BRANDS AGENCIES

6. Our award - winning campaigns
2009 WINNER
Gold award, Public Sector & Charity 2009 WINNER 2007 FINALIST
Gold award, Best Use of Mobile Content Award Best Recruitment Campaign
Silver award, Best Data/Media strategy
Bronze award, Best use of new
technology
Bronze award, Best DR print
2008 WINNER
advertising 2007 WINNER
Bronze award, Public Sector
Best Mobile Campaign
2009 WINNER 2008 WINNER
Best Charity and Voluntary Best use of an emerging digital
Sector Campaign channel in CRM 2007 WINNER
Best Mobile Marketing
Campaign of the Year
2009 WINNER
Silver award, Alcoholic drinks 2007 SHORTLISTED
industry Top 20 inspiring companies in
Silver award, Targeted digital 2008 Official Honoree London
promotions Mobile Advertising

7. What can you do with mobile?
SMS
Alerts Location based
MMS Mobile Internet
Bluetooth Text & Win
Mobile video Sampling
Mobile ticketing Mobile donations
Applications

8. Recycle for London Case Study
“Evil Bin” iPhone and Java
game application

9. 2006
80% of Londoners believed they recycle ‘a lot’ or
‘everything they could’
Recycling rate was in fact less than 20%

11. “Starve Your Bin” Campaign
Top down London Londonwide advertising, utilising:
wide campaign TV
Radio
Online
Outdoor (Buses and tubes)
London Paper media partnership
Local comms, utilising:
Local press advertorials
33 London boroughs Truck panels
Lamppost banners
Localise and extend PR templates
the campaign Event sponsorship

12. Surrounding media campaign
communicates the main message

13. Whilst TV and radio
bring the evil bin “to life”
See the video: http://www.youtube.com/watch?v=Sj93a_g3Oks

14. To support the campaign, we used mobile to drive
engagement*, and reinforce recycling messages
*Research shows a 25% improvement in advert awareness and understanding
when the audience has “engaged” with the campaign in some manner…

16. We used mobile advertising to further
drive application downloads

17. welcome pages for iPhone/Java application

18. game play builds messages about
recyclable materials

19. Competitive aspect leads to data
collection and app “life”

20. send to friend encourages game to be shared

21. A fully accessible app: via SMS,
mobile media banner or app store

22. Campaign Results
67% (of Londoners) had seen some form of Starve Your Bin advertising in the previous month
Of those:
78% said it raised their awareness of the issue
79% said it reminded them to recycle more
71% said it encouraged them to recycle
64% said they recycle more as a result of the campaign
London recycling rate*:
2002-03: 9% 2005-06: 18% 2007-08: 22% 2008-09: 25%
*municipal waste only: anything the councils are responsible for collecting, so typically
household, small businesses, some schools and hospitals, and street bins

23. Campaign Results
Recycleforlondon.com visits
Pre campaign (Sept 08) saw an average of 145 unique visitors per day.
During burst 1 (mid Nov to mid Dec) average of 759 unique visitors per day with high of 1120.
During burst 2 (Feb 9 to March 11) average of 502 unique visitors per day with high of 812.
Online advertising statistics
Opportunities to see an online ad: 6.2 million unique users at a frequency of ave. 2.3
Online video plays - 3.4million
11,500 clicking through to website via the ads
10,000+ advert plays on YouTube
30,000+ advert plays across London-centric and niche blog websites such as EcoStreet

24. Campaign Results
Mobile Statistics
The mobile game had been requested by over 18,000 people (to
April ’09).
It increased from around 6000 to over 18000 after a booost
from:
- An SMS push to Blyk users (4158 clicks to WAP game site)
- Mobile phone advertising across Yahoo and Orange mobile
domains (3844 and 1855 clicks respectively to WAP game
site)

25. See the film: http://www.youtube.com/watch?v=gMi2w-XX1UM

26. Thank You
Any questions?
jasonc@incentivated.com
@jcmobile10
www.incentivated.com

27. Mobile game makes recycling fun
The Solution:
A mobile game was developed
for Java enabled phones as well
as the Apple iPhone.
It was promoted via the iTunes
App Store, in mobile
Advertising and through PR.
Business Need: Users could text BIN to 62967
to launch a mobile internet site
To extend “Starve your bin”, from where they could
RfL’s fully integrated download the game.
campaign, to a younger
audience in a fun and The aim is to collect recyclable materials in the
engaging way which recycling bin and leave non-recyclable items for
educates users about what the bin bag (the ‘Evil Bin’). Functions:
can and cannot be recycled
and encourages them to tell A score leaderboard encourages competition • Game
others. and ‘send to a friend’ functionality makes it viral. • Forward to friend
INSPIRATION GUIDE: ACQUISITION beinspired@incentivated.com
Public Sector: Recycle for London www.incentivated.com/publicsector