1. Mobile 2.0 Advertising show case:
Ärzte ohne Grenzen (ÄoG) |
Médecins Sans Frontières (MSF).
Promoting mobile as an interactive marketing medium
as part of a 360° campaign for a NGO.
London, September 29th, 2010

2. Agenda.
1 About Digitalsunray Media
2 Mobile 2.0 | Web 2.0 show case: Ärzte ohne Grenzen (ÄoG)
3 Success factors. Next steps.
© 2010 Digitalsunray Media GmbH - Confidential 2

3. Digitalsunray Media.
mobile|creative|marketing|content|solutions
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4. About Digitalsunray Media.
Structure Customers
 Founded in August 2007
 Based in Vienna, Austria
 100% self financed
 Team of 7 people
 Network of freelancer
 In-house development and co-operation
with external technical partners
Mission Statement
 Go mobile, Ad globile!
© 2010 Digitalsunray Media GmbH - Confidential 4

5. Service portfolio.
MOBILE & DIGITAL MEDIA STRATEGY CONSULTING
MOBILE MARKETING
FULL SERVICE
MOBILE PRESENCE MOBILE COMMUNICATION
MOBILIZATION, CONTENT- MOBILE CAMPAIGN-
APPS-, PORTAL - DEVELOPMENT, ADVERTISING MANAGEMENT
CREATION LISENSING & CAMPAIGN & MEDIA
& DESIGN & BRANDING CREATION PLANNING
DEVELOPMENT & HOSTING
© 2010 Digitalsunray Media GmbH - Confidential 5

6. Campaign pitch: Ärzte ohne
Grenzen (ÄoG).
innovative | interactive | viral
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7. Ärzte ohne Grenzen (ÄoG) | Médecins Sans
Frontières (MSF) | Doctors Without Borders.
"Médecins Sans Frontières (MSF)" (http://www.msf.org) is an international humanitarian aid
organization providing emergency medical assistance to populations in danger in more than 70
countries.
Mission
 The basic principle is voluntary commitment: MSF volunteers (expats) donate their time and
qualifications for people in crisis.
 MSF seeks to raise awareness of crisis situations and to ensure respect for the human beings
and their fundamental human rights
Foundation
 MSF has been setting up emergency medical aid missions around the world since 1971.
 The Austrian partner office of MSF – "Ärzte ohne Grenzen (ÄoG)" (http://www.aerzte-ohne-
grenzen.at) – was founded in 1994.
© 2010 Digitalsunray Media GmbH - Confidential

8. Social Networks to spread the word and recruit
volunteers.
For medical aid operations throughout the entire world, MSF is on the lookout for volunteers who are
willing to provide some of their time and skills to be available for those in need.
Social networks are the perfect space for this mission. Thus "Ärzte ohne Grenzen (ÄoG)" is very active
in all popular social networks and runs its own blog.
 Facebook: http://www.facebook.com/aerzteohnegrenzenMSF
 Twitter: http://twitter.com/msf_austria
 YouTube: http://www.youtube.com/msfaustria
 ÄoG Blogs: http://blogs.msf.at/
© 2010 Digitalsunray Media GmbH - Confidential

9. Campaign pitch | briefing.
Creation of a new 360°Campaign
 Above the line: TV, outdoor, print
 Below the line: Online, Mobile  Innovative, Interactive, Viral
Campaign target
 Develop an interactive campaign
 Create (brand) awareness and ultimately raise funds
 Use mobile and online as interactive channels
 Well integrated into main above the line campaign
 Reach (new) target audience via new digital formats
Target Group
 Younger audience
 Business segment | companies
 Everyone
© 2010 Digitalsunray Media GmbH - Confidential

10. New campaign key visual & claim.
© 2010 Digitalsunray Media GmbH - Confidential 10

11. Mobile 2.0 | Web 2.0: Contribute!
Interactive mobile campaign.
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12. Mobile campaign page: Step I – Choose your
donation box.
Mobile:
http://mspende.msf.at
Splash/
Landing
page
Start Chose size
donation of donation
box
Send-to-
Friend
© 2010 Digitalsunray Media GmbH - Confidential

13. Step II – Choose products | amount.
Progress
bar |
Product
added
Chose
among
different
products
Add more
products
Add to your
box
Donate now
© 2010 Digitalsunray Media GmbH–- Confidential
© Digitalsunray Media GmbH Confidential 13

14. Step III – Add further products.
Progress
bar
Chose
among 2nd product
different added
products
Add to your
box
Donate now
© 2010 Digitalsunray Media GmbH - Confidential

15. Step IV – Confirmation.
Donation process:
 Once you have completed your donation and/or the
donation box is full, the user proceeds with the
confirmation process.
Confirmation
 User enters his mobile number
 Pressing the 'send'-button triggers a SMS stating the
amount again she/he wants to donate plus request to
answer with ‘YES'
 User gets a confirmation SMS with a link to the 'Thank
You' page plus info to
 either forward it to her|his friends, colleagues
Enter
and|or relatives
mobile
number OR
 post it via facebook
© 2010 Digitalsunray Media GmbH - Confidential 15

16. Step V(a) – Send2Friend.
Enter your
name
Enter your
friend’s
name
Send-to-
Friend Enter
friend’s
Post on mobile
facebook number
account
© 2010 Digitalsunray Media GmbH - Confidential 16

17. Step V(b) – Post on facebook.
Enter your
facebook
credentials
Shows
status
update on
facebook
Post on
facebook
account
© 2010 Digitalsunray Media GmbH - Confidential 17

18. Step V(b) – Status update on facebook.
Immediate status update:
 …has filled a donation box for
"Ärzte ohne Grenzen"
Request to participate either
 Online OR
 Mobile
© 2010 Digitalsunray Media GmbH - Confidential 18

19. Mobile promotion: operator and off-portals.
© 2010 Digitalsunray Media GmbH - Confidential 19

20. Online. Above the line.
Merchandise. Other means to help.
Contribute. | Carry-on.
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21. Online campaign page and bannering.
Online: http://www.aerzte-ohne-grenzen.at/spendenbox/
© 2010 Digitalsunray Media GmbH - Confidential 21

22. Above-the-line: Print | Outdoor | TV.
http://www.tshirt.ag/de/aerzte-ohne-grenzen
21 means to help
© 2010 Digitalsunray Media GmbH - Confidential

23. Success factors. Next steps.
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24. Success factors & Next steps.
Campaign essentials
– High personal evolvement with the brand  Strong awareness and brand building
– Strong community building and viral impact
– Pushing new fund raising possibility  Donation focus combined with fun | community
elements
– Strong focus on new distribution technologies and cross-format promotions
– Differentiation
Room for improvement
 Mobile: One-click-to-donation, ie lack of smooth cross-operator | platform billing possibilities
Next steps
– Fully integrated mobile billing experience
White label approach
 The donation proposition as well as flow can also be transferred to other concepts as a white
label solution for other NGOs and NPOs.
© 2010 Digitalsunray Media GmbH - Confidential

25. In a nutshell | 'box'…
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26. Every donation counts and helps worldwide!
Mobile: http://mspende.msf.at
Online: http://www.aerzte-ohne-grenzen.at/spendenbox/
© 2010 Digitalsunray Media GmbH - Confidential