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l, but ations channe of ing communic and excit mbled panel wing, dynamic m and its asse Crea pidly gro obile. d inconsistent. Mobile is a ra ess issues in m , imperfect an ical and busin immature log remains social, techno from www.cre studies igate the hics and case experts invest ata, infograp ys, d Featuring essa

march 2011

cream in focus: xxxxxxxx xxxxxxxx

mobile is a rapidly growing, dynamic and exciting communications channel, but remains immature, imperfect and inconsistent. cream and its assembled panel of experts investigate the social, technological and business issues in mobile. featuring essays, data, infographics and case studies from

Typeset in Athelas, Century Gothic and Helvetica Neue Printed on 180 gsm Lustre Premium Printed by Cream also produces No Apples, a collection of the 100 most innovative companies. To buy a copy, visit: http://www. or contact Coming soon: 100 best marketing campaigns

07 Welcome 08 Glossary 11 KnoWledGe 12 From status symbol to extension
of the self

60 BBc World service trust opens a

window on English

62 jaeger-lecoultre turns back time 64 tiger Beer tempts beer drinkers to

explore Chinese culture

16 Mobile marketing comes of age 20 Mobile campaigns: look beyond

the hype

65 Zain reaches the peak of success with

SMS promotion

66 nike brings gaming to Londons


24 Mobile web and the myth of

the iphone app

68 lynx creates digital toolkit for dating 69 Pepsi targets new generation 69 mcdonalds creates fast-food photo

26 A holistic strategy for mobile


28 The rise of personal communication 34 2011: the consumer takes

centre stage

70 neutrogena encourages Hong Kong

to wake up to male grooming

37 data 38 A question of engagement 39 Charts, data and infographics

powered by data provided by the Mobile Marketing Association, InMobi, eMarketer, Nielsen and other specialist data sources
C Squared is a leading independent publisher producing brands that focus on change within the global communications industry. It is the producer of The Festival of Media, one of the worlds fastest growing business events, which brings together senior leaders of the new advertising economy. C Squared publishes Media & Marketing (M&M) magazine which, for 20 years, has been the leading trade publication tracking the globalisation of the advertising industry and serving the international divisions of media companies. C Squared also runs the global online archive and new media information resource, Cream, and also houses a thriving Special Projects Division, working with clients such as Dubai Holding and the BBC. C Squared Communications Ltd. All rights reserved. No part of this publication may be reproduced in any material form (including photocopying or storing it in any medium by electronic means and whether or not transiently or incidentally to some other use of this publication) without the written permission of the copyright owner except in accordance with the provisions of the Copyright, Designs and Patents Act 1988. Applications for the copyright owners written permission to reproduce any part of this publication should be addressed to the publisher. Warning: the doing of any unauthorised act in relation to a copyright work may result in both a civil claim for damages and criminal prosecution. The publishers of this magazine and its employees are not liable in respect of any action which stems from material provided by any third party.

71 samsung goes ski-jumping 71 trident campaign gets consumers to

frost and flirt

72 tylenol Top-rated app appeals to

sleep-deprived consumers

51 case studies
52 rimmel's make-up hub for handbags

73 schweppes unexpected success with live music app

73 mazda goes beyond reality 74 cream in Focus rePorts 76 BioGraPhies

54 Babycenter finds mobile app is

fertile ground

56 red cross SMS donation speeds

Haiti aid

58 austrian Postal service sends seasonal


Put a group of media professionals in a room together and ask them to name the year of the mobile and youll find little consensus. A quick search through Google reveals The Times went for 2010, while most blogs seem to have plumped for 2007. Some super-keen pundits celebrated it back in 2003. But the year of the mobile has to come at some point, and 2011 seems as good a year as any. Users are finally getting to grips with the capabilities of their handsets, marketers are beginning to understand mobile behaviour and the mobile platform is at last being explored to its full potential. Cream has assembled a panel of experts in their respective fields to present and discuss the issues and ideas surrounding todays mobile marketing landscape in Knowledge (page 10). Our Data section (page 36) offers an insight into the latest trends and numbers, and our Case Studies (starting on page 50) demonstrate a variety of mobile marketing techniques in action. For more information about Cream, our reports, or anything in this edition, please contact our editorial team.
Mark St Andrew

Produced in association with Velti; We Love Mobile; Mobile Marketing Association; InMobi; Dr Scott W Campbell To buy a printed copy of this and other Cream reports, visit or contact CreamHQ

Editor: Mark St Andrew Head of design & production: Gee Ibrahim Design: Laurie Johnston Sub-editor: Kate Williamson Editorial enquiries: Mark St Andrew ( Cream marketing & subscription enquiries: Danielle Redwood (

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cream in focus: xxxxxxxx xxxxxxxx cream in focus: mobile

GLOSSARY A selection of people, acronyms and jargon from the world of mobile that might require explanation
3G Third-generation mobile technology. 3G allows high-speed data content transfer, which means music and video can be streamed to mobile devices. Attention has now turned to 4G. App Short for application. Got a problem in the real world? There is, as they say, an app for that. More information about apps can be found on page 24 from expert Simon Liss. Apparatgeist Spirit of the machine in German. A complex communications theory in which technology defines how society reacts to it, as opposed to cultural and societal forces. Put simply: Technology-driven zeitgeist. GSmA The GSM Association: a collection of mobile operators from around the world, working with the Global System for Mobile communication. The GSMA also stages the Mobile World Congress in Barcelona each year. HTml5 iPhones are great, when the screen doesnt lock, the internal aerial works and the alarm clock doesnt reset itself. Unfortunately, a dispute with Adobe means the iPhone cant play Flash, which makes viewing online video tricky unless its coded in HTML5, a new universal internet code that should make petty squabbles between tech companies irrelevant to the innocent user. Johann Philipp Reis The first man to speak into a telephone, or at least his version of one. His first sentence was The horse doesnt like cucumber salad. It probably sounded better in German. Knnykk The informal Finnish word for a mobile phone. It translates as an extension of the hand. mobira Talkman An early mobile phone from Nokia. It weighed 6kg. mobisode A horrible term coined and trademarked by News Corp/Fox Broadcasting to describe madefor-mobile video content. Initially used for the TV series Prison Break. Push messaging Also known as content push messaging. Any content sent by or on behalf of advertisers and marketers to a wireless mobile device at a time other than when the subscriber requests it. Short code Short numbers, often around five digits, used by automated SMS response services. Short code messages can sometimes be billed at a higher rate than regular SMS messages, to pay for subscription or mobile purchased services. SmS Stands for Short Message Service 160 characters short to be precise. The first SMS was sent in 1992 and said Merry Christmas. WAP Stands for Wireless Application Protocol. WAP browsers are commonly used web browsers for mobile phones. Unless youre in Japan, in which case they use a technology called i-mode. Yuppie A Young Upwardly-mobile Professional in the early 1980s, First adopters of mobile phones.

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section one

Information is not knowledge. Albert Einstein
From status symbol to extension of the self (Page 12) Mark St Andrew takes a look at mobile's past, present and future challenges. mobile marketing comes of age (Page 16) Dakota Sullivan from mobile marketing solutions provider Velti argues that with the total value of the global mobile marketing and advertising market predicted to reach $17.98bn in 2015, brands ignore the channel at their peril. beyond the hype (Page 20) Mobile marketing has proved effective in building relationships with customers, but can backfire if messages miss their target. Surash Patel from Velti outlines the essential ingredients of mobile CRM success. mobile web and the myth of the iPhone app (Page 24) Simon Liss from mobile communications agency We Love Mobile explains why iPhone apps are not always the most relevant marketing tool, and offers advice on developing a more inclusive approach. A holistic strategy for mobile marketing (Page 26) Kelaine Olvera from Velti explains the importance of reaching, engaging, converting and analysing your target audience. The rise of personal communication (Page 28) Dr Scott W. Campbell and Yong Jin Park from the University of Michigan discuss the rise of the personal communication society. 2011: The consumer takes centre stage (Page 34) Consumer-centric engagement is the theme for this year, says Paul Berney from the Mobile Marketing Association. The sector should expand into m-commerce and m-CRM, but will need to resolve conflicts between personalisation and privacy.

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from status symbol to extension of the self

the history of the mobile phone is a tale of increasing sophistication of both technology and consumer, to the extent that the marketing function has sometimes struggled to catch up. but a new wave of mobile-specific agencies and campaigns are showing how the platform can be used. Mark St. Andrew takes a look at mobiles past, present and future challenges

To paraphrase Benjamin Franklin, nothing in this world is certain apart from death, taxes, and somebody declaring every year to be the year of the mobile. A quick search through Google reveals The Times went for 2010, while most blogs seem to have plumped for 2007. New Media Age was a bit over-keen and decided it was 2003, which only goes to prove that there isnt always a prize for coming first. Still, the year of the mobile has to come, and 2011 seems as good a year as any. Apps are now a de rigueur component of most marketing strategies, although the question of how much value an app can bring to a brand remains to be fully examined. While there might be "an app for that", the mobile channel has more to offer the marketer who is prepared to think that bit more creatively.

Status symbol Mobile phones are much more than a simple communication tool. In the early 1980s when the young and upwardly mobile could be seen walking about town proudly and loudly brandishing their hefty Motorola DynaTACs, the mobile was a status symbol. By the mid-1990s, the mobile phone was a fashion accessory. Brands such as Nokia and Motorola, which had been around for years and were largely unknown to the man in the street, were suddenly commonplace. With the new technology came a new language. SMS, voicemail, texting, signal, charger, call credit and bolt-on old words took on new meanings, and new words were created when the dictionary proved inadequate. Essentially, every phone available until 2001 was identical regardless of the manufacturer. Small green LCD screens, pixellated text and tinny ringtones, and if you were a proper early adopter, your phone might double as an MP3 player. But then the screens got larger, the phones got smaller, the sound and graphics cards


cream in focus: mobile

cream in focus: mobile


Communication aoat (left); and a 1970s child sketches an uncannily accurate phone of the future (right) image: chris limb

early technology there were mobile phones before 1980, although the term mobile was a little optimistic. these weighty monsters were effectively worn by the user, and were referred to as transportable. motorolas Dynatac 8000X was one of the rst handsets to bear any relation to the modern mobile. music to our ears The rst telephones transmitted music before they transmitted speech. it wasnt until a German scientist called Johann philipp reis decided to speak into his own 'reis telephone' that the device

got better, and designers realised that a phone could be a camera, or a radio, or an organiser. Then in 2003, mobiles were touched by the internet in the form of 3G. It was slow, expensive and promised users more than it delivered, but the blue touchpaper was lit and web capability was to launch the future of the mobile platform.

was used to conduct the human voice. Had reis been aware of the signicance of his actions, he might have chosen a more apposite phrase than Das pferd frisst

Natural selection Of course there were evolutionary dead-ends and there are plenty of Nokia Jinxes, Linxes and Mavericks gathering dust in attics around the world to prove it. Fortunately, manufacturers seem to have reached a consensus that a mobile phone does not require a qwerty keyboard and smartphones have emerged as the dominant species of mobile device. Where consumers were once concerned with price plans and handsets, now operating systems are a deal breaker. Names like Android and Symbian have broken out of the geek lexicon (almost) into the common vernacular. And a more sophisticated phone with more sophisticated user means that the mobile is a fundamental part of modern marketing strategy. Cameras, pictures, movies, audio, video, SMS payment, contactless payment, geo-social networking, 3G, 4G and wi-fi have turned the humble handset into the ultimate personal communication device, ripe for exploitation by the canny marketer. But these rapid advances in technology mean that marketers are getting left behind and in strategy meetings around the world brands are telling agencies that they want to do something on mobile, normally straight after the discussion about doing some social media. And in a situation pregnant with possibilities, all anybody wants to do is make an iPhone app even when it might not be the most suitable solution. The challenge is fragmentation, says Simon Liss, managing director of We Love Mobile. Mobile usage is socially and geographically fragmented, and different audiences will own and use technology in divergent ways. This means that product

Names like Android and Symbian have broken out of the geek lexicon and into the common vernacular

design and development needs to start with an understanding of what your target audience is prepared and able to do on mobile. In other words, theres no point making an iPhone app for a teenage audience yet, as the device is still too expensive for them.

keinen Gurkensalat (The horse doesnt eat cucumber salad) to mark the occasion. around 150 years later, the latest phones are again used as music devices, either in their dual role as mp3 players, or by streaming audio through music apps like those developed by schweppes (see page 73) or spotify. The end of Symbian nokia announced in february 2011 that is was phasing out its symbian operating system, opting instead to use a Windows phone 7 to power its new smartphones.

Consumer hotline Handsets aside, todays mobile user expects greater interaction and richer content. To fully leverage the mobile potential, a brand needs to understand how, where and why people might want to access its content or enter into a mobile-based dialogue. According to Richard Metcalfe, business development director at mobile marketing agency Joule, mobile marketing used to be viewed as a poor relation. The channel was not deemed worthy of being considered an integral part of the marketing strategy. Even if some spare change was available to test the efficacy of mobile, the resulting mechanic generally played a minor standalone role. Metcalfe and Liss both acknowledge that brands are beginning to recognise the value of effective mobile marketing. Naturally they both recommend that brands and agencies consult with a mobile specialist, rather than use their own digital departments, who are likely to simply roll out the standard iPhone app solution. Status symbol, lifestyle tool, entertainment device or professional aide, the mobile has become an extension of ourselves (see The rise of personal communication p28). Brands ignore this hotline to consumers at their peril.


cream in focus: mobile

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mobile marketing comes of age

after an uncertain start, mobile marketing is set to pay dividends as a low-cost method of reaching global audiences. Dakota Sullivan, vice-president of global marketing at mobile agency Velti, argues that with the total value of the mobile marketing and advertising market set to reach $17.98bn in 2015, companies ignore this channel at their peril

Mobile marketing has grown up. Having come through its infancy, it is now an established, dependable and in many cases, a highly attractive route to gaining and nurturing customers. The facts are compelling. Mobile communications association GSMA estimates that todays five billion mobile subscribers will become six billion by 2013. Yet with billions of subscribers, mobile marketing must be careful not to fall foul of its own exuberance by ignoring sensitivities. The customer experience has to be right if the content is to be engaging. Mobile marketing campaigns have the ability to increase revenue, retain current customers and attract new ones. Yet unlike traditional marketing, mobile requires its campaigns to do something rather than say something to maximise effectiveness. This is definitely a shift in thinking for marketers, but hopefully it marks a change in attitude which we will begin to see more of in 2011.

Reach and relate Identifying what mobile marketing actually is has been something of a challenge during its formative years. Before we go further, it is important to understand the distinction between advertising and marketing and how they translate to the mobile world. Advertising is about reaching an audience. Marketing then follows and it is about creating a relationship. The most common forms of mobile advertising are mobile web banners, in application adverts and SMS advertising, which are estimated to generate more than 90% of mobile marketing revenue worldwide. Other forms include MMS advertising, in-game advertising and mobile videos, which appear on screen while a requested item of mobile content or mobile web page is loading.


cream in focus: mobile

cream in focus: mobile


to be more dominant. There is also a new mobile only internet audience emerging in other parts of the world. A recent survey from On Device Research estimated that more than 50% of Asian and African mobile internet users, as well as more than 20% of users in developed markets such as the UK and US, do not use the internet on a PC. This change in behaviour will have huge implications for how brands interact with consumers. The world is increasingly mobile and this looks unlikely to change any time soon. Mobile can offer a low-cost marketing option and should not be ignored in 2011. Companies in sectors such as travel and retail are in prime position to take advantage of this solution; mobile marketing will enable these companies to build campaigns by sending promotional messages and vouchers to their database of customers. Effective campaigns include running competitions and loyalty schemes that engage the existing customer. Analysts and surveys predict that the total value of the global mobile marketing and advertising market will grow from $2.26bn in 2009 to $17.98bn in 2015. This will correspond to 15.7% of the total digital advertising market, or 3.4% of the total global advertising spend for all media. This demonstrates further how strong the mobile market is and how much it has to give. However, it is worth remembering that while mobile is one of the current pioneering channels in marketing, it should not be used in isolation. Mobiles true effectiveness is best showcased when integrated with traditional marketing channels such as television, radio and print media.

quick digest
tV + phone = content (Below) the popular music tagging service shazam, which enables users to tag, identify and purchase music, has recently moved into television. Viewers of the show Being Human on the syfy channel are able to unlock extra content on their smartphone if they tag the show with the app.

mobile music discovery provider shazam allows users to identify, buy and share the music they hear

Mobile marketing is what happens after the click, after a consumer chooses to respond to an advert and interact with the brand

The objective is to drive consumers to engage with you through the channel marketing. Mobile marketing is a set of practices that enables companies to better communicate and engage with their existing customers in a more relevant and personal manner through their mobile phone. Mobile marketing is what happens after the click, after a consumer chooses to respond to an advert and interact with the brand. Through clever use of mobile you can drive results not just from the $1.5bn mobile-advertising market, but also from the $500bn traditional advertising spend by incorporating mobile calls to action in the ads. Examples of mobile marketing include loyalty schemes, mobile coupons, voting and polling, permissionbased marketing and large-scale SMS competitions. The popularity of these types of customer communication shows no sign of slowing down as the number of mobile users continues to grow, so mobile media, in turn, is growing and evolving rapidly. Even though mobile advertising is only one part of the bigger mobile marketing space, it is likely to emerge as a frontrunner for the development of the mobile internet.

mobile markets Mobile marketing practices vary by market. In the Middle East, Africa and increasingly in Latin America, large-scale SMS competitions (text to win) are extremely popular, whereas in Europe loyalty schemes and mobile couponing tend


cream in focus: mobile

cream in focus: mobile



mobile campaigns: look beyond the hype

mobile marketing is effective in building relationships with customers, but can backfire if messages miss their target. Surash Patel, vice-president of brands and agencies at mobile marketing agency Velti, argues that a careful initial approach, management of interactions and an understanding of the user experience are the vital ingredients of mobile cRm success

Like any new form of marketing, using mobile as a platform for building successful relationships with customers has had its fair share of hype. As it becomes increasingly adopted by operators, brands and the marketing people who work with them, the question remains: whats the payback? The growing nature of the mobile marketing industry means it attracts a great deal of analysis with an extensive, varied range of figures. Everyone wants to draw comparisons. Some of the most interesting numbers, however, relate to mobile marketings effectiveness as an ingredient in the marketing mix. The open rate for marketing SMSs is 98%, with a redemption rate of 30%, which is significantly higher than other forms of direct marketing.

Relevance and resonance For anyone looking to set up a mobile marketing campaign, there are a number of guidelines that should be followed. You need to understand tolerance levels across markets to ensure redemption remains high. It is important to be cautious because there is a lot to lose through poor interaction and over-marketing, but an understanding of that tolerance level (for example, up to four SMSs per week may be optimal during a game/competition) is vital to ensure effectiveness. Messages should be relevant, timely and targeted. Nothing will turn off consumers faster than a continual barrage of uninteresting or irrelevant offers and information in other words, spam. Equally unpopular as its email counterpart. Marketing campaigns such as SMS competitions can be used to build an opt-in CRM database. This can be further developed with a strong technology platform which analyses customer behaviour and interactions to profile your customers. You can then develop campaigns and offers that resonate with them. Additionally,


cream in focus: mobile

cream in focus: mobile


much like smartphones themselves, mobile engagement should be usable and understandable

ineffective if not used in the right way. Displaying a barcode for consumers to scan in a TV advert is a poor user experience because it is not on screen long enough, resulting in frustration and a limited return on your campaign. So another key lesson for brands, agencies and operators is that mobile engagement should be usable and understandable. The mobile industry has been built on accountability, measurement and value, and provides data that is often missing in traditional and other forms of digital marketing. Mobile campaigns will be well positioned for success when developed with a holistic approach to planning, executing and measuring, in harmony with other platforms. To achieve the best possible impact and ROI from your mobile engagement activities you need a way to understand how customers are responding to your campaigns, making adjustments (to copy or creative) while theres still time to make a difference. Mobile is most effective if it is integrated into the overall marketing strategy, so a platform that allows planners to easily manage campaigns in conjunction with other channels will move the industry forward. The mobile industry needs to be more vocal and sophisticated about the value it brings to the marketing mix. The industry has traditionally focused on the costs of text and click-through rates, rather than emphasising the power of the mobile platform to enhance brand value. The mobile industry has the opportunity to combine direct response with brand awareness to offer a complete package. It is when this combined strategy gets the right investment that mobile really shines.

quick digesT
image: luring the ladies (Page 21) screen shots of the Lynx app designed to help guys break the ice with girls. The games were available on a number of platforms. see the full case study on page 68.

The popularity of iPhones and the explosion of applications mean consumers are now ready to be approached

having customers answer a few short questions about their preferences on how often to be contacted and what to be contacted about goes a long way towards developing a healthy and positive mobile relationship. Historically, brands had to work through mobile operators if they wanted to communicate to consumers via mobile and this would take the form of an advert on the operators portal page. Ads were rarely targeted or relevant, so click-throughs werent significant. Mobile has changed over the past two years from an on portalled channel to a direct to consumer channel. The popularity of iPhones and the explosion of applications has knocked down the walled garden and consumers are now ready to be approached.

Think usability Today, the only thing holding back widespread deployment of mobile marketing is education, and understanding the capabilities that mobile can deliver. It really is that simple. Many early attempts at mobile marketing have been miscommunicated and badly thought through. A common example is mobile calls to action that are in small print on TV adverts. Often the call to action is not seen and the campaign return is very low. The marketing director will then say that they tried mobile and it didnt work. Another example is QR codes, or quick response codes (see page 58), which are

Japan has embraced the power of quick response (Qr) codes (see the aPs case study, p5859)


cream in focus: mobile

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mobile web and the myth of the iphone app

many companies have been quick to develop iphone applications without considering the needs of their target audience. Simon Liss, managing director of agency we love mobile, explains why iphone apps are not always the most relevant marketing tool and offers his advice on identifying and developing a more inclusive approach to mobile solutions

web traffic on some sites. Apple mobile device owners are also much more likely to make a purchase on mobile and they benefit from free data and an appetite for apps that outstrips any other platform apart from Googles Android. However, the logical starting point is to work out your objectives and what options you have to realise them. Who are you trying to target? What interaction and functionality is required? What mobile usage patterns are relevant to your business and users? What existing technology and channels can you leverage? Answering these questions will often point to solutions other than iPhone apps.

quick digesT
Apps mean business? apples app store opened in July 2008. The 10 billionth app was downloaded in January 2011. Typical development costs for an app can range from $10,000 up to $50,000. The app store takes a 30% cut of revenue. Half of all paid-for apps earn the developers $700 a year, so if the typical development cost of an app is $35,000, it could take 51 years to break even!

An inclusive solution One alternative is the mobile web. This is a much more inclusive solution, in that in can work across any device that has a mobile browser. If iPhone users are a core demographic, then the mobile web solution also works for them. In fact, an iPhone or Android experience on the mobile web can be very close to an app experience in terms of look and feel, and can go some way to reproducing the functionality. HTML5 and mobile flash makes mobile web even more attractive to marketers, providing reach and rich interaction. Weve seen instances where the desire for an iPhone app has outweighed any questioning of audience. Take the Job Centre app, or the British Gas app both examples of app as PR tool, rather than consumer-facing solution. These organisations had their reasons, but most mobile strategies must consider ROI. iPhone apps are just one of the tools in the mobile box, and need to be approached with an understanding of audience, business objectives and consumer relevance.

Steve Jobs announced the iPhone in January 2007, the same year that we began mobile agency We Love Mobile. At first we ignored it, but it soon became apparent that Apple had produced something that was fundamentally changing the way people looked at mobile. One could argue that much of Apples success is down to clever marketing, but there is no denying the innovative nature of the device. It changed the game for mobile marketing in two ways: first, it opened peoples eyes to the rich interactive possibilities of mobile, presenting it as a firstclass user experience. Second, it shook up the rest of the mobile industry, and pushed firms such as Google, Microsoft and Nokia to up their game albeit with varying degrees of success. Mobile web and mobile applications have subsequently entered the vernacular and resulted in a vast array of branded apps.

To app or not to app? Agencies and clients talk about the latest trends and tout the latest devices. And so we should. But when it comes to your average mobile user the iPhone is still an expensive and aspirational device. So the first question we ask clients thinking about iPhone apps is What is your target audience?. If it has a male skew, is between 25-34, with an income of 30-45K and lives in London, then go ahead, as this is the typical profile of an iPhone user in the UK. If, however, you need to reach the mass market, then an iPhone app alone is not necessarily your mobile route of choice. That said, raw data can be misleading. It masks the major iPhone phenomenon, which is that iPhone, iTouch and iPad users consume a disproportionately large amount of mobile web and application-based content. So while this group represents only 8% of all UK handsets, it accounts for up to 80-90% of mobile


cream in focus: mobile

cream in focus: xxxxxxxx xxxxxxxx cream in focus: mobile



a holistic strategy for mobile marketing

each brand has a personal approach to its customers, but there are some basic rules that can help guide a successful marketing campaign. Kelaine Olvera, director of marketing at mobile agency Velti, explains the importance of reaching, engaging, converting and analysing your target audience, and regularly remarketing your offering to keep their loyalty

Analysing the success of your ongoing campaign will help you adjust your strategy as your campaign progresses, so make sure you have a robust technology platform which enables this capability. One of the strengths of mobile is that it is highly measurable if you have the right set of tools. Maintaining a relationship with customers and attracting new customers depends on constantly reviewing the programmes you have in place. Remarketing through loyalty programmes, looking for ways to cross and up-sell and understanding your customers through profiling will help deliver further profits.

quick digest
more popular than books a recent survey by the european interactive advertising association (eiaa) revealed that europeans spend about 6.4 hours a week surfing the mobile internet, compared with 4.1 hours a week reading books.

Flexible interaction A robust strategy can deliver compelling results. Well-run, large-scale SMS promotions and loyalty campaigns can deliver participation rates of more than 30% with numerous interactions per consumer, resulting in a high level of consumer engagement with the brand every day. Argos developed a mobile channel to create a flexible way for their customers to interact with the company. The Text and Take Home mobile service has opened a new sales avenue. In 2009, the Argos mobile channel delivered more than $100m of incremental revenue and the service has generated over 100% year-on-year growth of the user base. However, companies need to roll out campaigns carefully. Taking time to consider the practicalities of an effective marketing campaign and looking at the potential pitfalls to avoid will ensure that brands are able to engage with customers successfully rather than frustrate them.

To achieve maximum impact and long-term value through mobile marketing, it is essential to move beyond one-off initiatives and create a holistic strategy, in which customers are targeted through mobile platforms that incorporate a range of tactics. Each brand needs to consider its personal approach. There will never be a one size fits all solution, but there is a basic framework and set of guidelines that can be applied across the majority of initiatives to maximise the chances of success. Whether you are a brand, agency, mobile operator or publisher, the following strategic approach to mobile marketing will set you on course to drive maximum impact. The keywords are reach, engage, convert, analyse and remarket.

Plan your strategy As with a traditional media campaign, the first stage of planning involves establishing who your marketing campaign will reach and how you will extend this reach. This includes your media planning and buying, as well as integration with your traditional media plan. Reach means establishing the first point of the mobile interaction and your call to action, such as a banner advert on a mobile website. Once the consumer has responded to the call to action, whether it be clicking through on an advert, or responding to a SMS shortcode, you are now ready to engage with the consumer. This interaction can be through a mobile site, landing page or a mobile application. Special-interest mobile communities and websites will help build your brand and strengthen market presence. Once this initial engagement has taken place, further revenues can be driven by converting this into a profitable relationship. Providing customers with something interesting, timely and relevant to them including coupons, social media promotions and rewards will help generate loyalty and increase revenues per user.

Take time to consider the practicalities of an effective marketing campaign and look at the potential pitfalls

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cream in focus: XXXXXXXX XXXXXXXX cream in focus: mobile




The media landscape has changed dramatically in recent decades, moving from traditional mass communication to todays more personalised network. Dr Scott W. Campbell and Dr Yong Jin Park assistant professors of communication studies at the University of Michigan, argue that the ubiquity of mobile signals a shift towards a personal communication society

Like the television in the 1950s and the internet in the 1990s, mobile telephony has emerged as one of the defining communication technologies of our time. Mobile subscriptions are well into the billions worldwide and growing. Not surprisingly, the burgeoning adoption and use of mobile communication technology contributes to a host of social consequences, including new representations of the self, new forms of social connection and private use of public space. The social changes that come out of mobile communication mark a distinctive step in the progression from the age of traditional mass media to a new personal communication society. Communication theorist Marshall McLuhan argued that characteristics of communication technologies shape cognition and social organisation. Accordingly, the development of print moved society into a visual age, while television, radio, and film helped move us into a mass age. This line of reasoning is captured in McLuhans assertion that the medium is the message. During the mid-20th century, mediated communications were oneway transmissions, broadcast from media institutions to the public at large. Media consumption during the mass age involved little human agency and little personalised content. More recently, Manuel Castells developed a theory of equal ambition about networked flows of information. According to Castells, information and communication technologies of the 1980s and 1990s nourished a shift in social organisation characterised by decentralised, flexible, network nodes based on shared interests rather than shared geographic space. Castells described this pervasive shift in social order as the rise of a new network society. He explicitly invoked McLuhan by asserting: The network is the message. Despite their differing views on technological determinism, one can draw a theoretical parallel between McLuhan and Castells in that both use communication


cream in focus: mobile

cream in focus: mobile


The term mobile phone is no longer an adequate description of the devices that most people now own

no relationship found between fashion and mobile phone use for instrumental purposes, such as logistical coordination and safety/security. Some mobile phone users are willing to trade off certain functionalities for the style of their handset. Human beings share a universal orientation toward communication, which manifests in how we think about and use PCTs (Personal Communication Technologies). The highly symbolic nature of mobile phones and other PCTs is one of the most prominent areas of social change to which apparatgeist draws attention. What lies at the very core of their theoretical framework is the increasingly personal nature of communication technology in the desire for perpetual contact. This shift in the relationship between communication technology and society manifests not only in the style of mobile devices, but also in how they are used. In their research on the functional uses of the technology, Rich Ling and Brigitte Yttri identified some primary categories for mobile phone use. Two of their categories depict new forms of coordination: micro and hypercoordination. Micro-coordination entails instrumental uses of the mobile phone, such as coordinating logistics, redirecting trips that are already under way, or making plans with others on the fly. Hyper-coordination refers to the expressive and relational dimensions of mobile communication, such as chatting with family or checking in with friends via SMS. As in the case of fashion, we see these new forms of coordination, both instrumental (micro) and expressive (hyper), as indicative of the highly personal nature of mobile telephony. In the case of micro-coordination, schedules are

quick digest
Further reading The Theory of the Network Society by manuel castells (2006). Communication Power by manuel castells (2009). The Reconstruction of Time and Space: Mobile Communication Practices by rich Ling and scott W. campbell (2009). mobile bling (Page 28-29) a selection of customised mobile handsets, complete with precious stones and swarovski crystals, from russian studio

Young people use the mobile phone to establish, maintain and reinforce social network ties

The mobile is an individual artefact, worn on the body, and as a result, many mobile users regard the handset as an extension of the self

technologies as a framework for understanding society, because, in a sense, they are characteristic of social order. This is not to suggest that technologies determine society, but that they can serve as a lens for examining how social order is produced and reproduced through systems of communication.

meaning of the mobile The proliferation of mobile phones and other wearable media has challenged the traditional relationship between communication technology and the body. Mobile phones are unique from most other interactive media because they can be worn. Unlike the domestically shared landline, the mobile is an individual artefact, kept close to the body, and as a result, many mobile users regard the handset as an extension of the self. In Finland, the mobile phone is commonly referred to as knnykk, which means an extension of the hand. Mobile phones can represent the self through their brand, colour, shape, ring tones and ornaments of adornment. Young people are particularly known for embracing the mobile phone as a form of symbolic expression. The fashion of a mobile phone is so integral to some users that it actually intersects with the function of the technology. For example, positive empirical links have been found between perceptions of the mobile phone as fashion and use of the technology as means for relational expression, whereas there was


cream in focus: mobile

cream in focus: mobile


softened as individuals use their mobile phones to overcome traditional restrictions of space and time. That is, individuals reconstruct the meaning of space and time as they rely on mobile telephony rather than set places and set times in their efforts to coordinate with others.

Youth culture While the mobile phone can serve as a status symbol and article of fashion for its users in general, young people have embraced the technology for its symbolic significance. Adolescents and young adults are known for their distinctive uses of the mobile phone to establish, maintain and reinforce social network ties. Mobile use in public is another area where we see evidence of trends for younger users. In a study of mobiles in college classrooms, research found no significant differences between faculty members and students attitudes, but there were differences among age groups. The youngest age group (1823 years old) reported significantly higher levels of tolerance for mobile-related disturbances than the rest of the participants. These and other findings show that mobile communication is integral in the lives of young people. Theorists in the field have even suggested there is an international youth culture in which the mobile phone plays a role. If there is indeed a mobile youth culture, it begs the question of why? According to Ling, the answer lies in key elements of the metamorphosis from childhood to adulthood. That is, young people are using the mobile phone to configure important social developments in their lives. These changes can be seen in many key areas, including peer relations, domestic ties and identity formation. Planning social activities is a priority for many teens and young adults, and the real-time nature of mobile communication plays a vital role. If a social gathering changes, it is easy to get word out. If a party is boring, those who arrive first can send a message to others and alternative plans can be developed. Privacy is an important aspect: much of what young people have to say to one another can now be said (or thumbed) under the radar of parental observation. The mobile not only lowers the threshold for interaction among young people, it does so in a way that offers increased privacy and autonomy. The brand and the model can also say much about the owner. In the words of a participant in one of Lings group interviews: If you have a Nokia you are cool; if you have a Motorola or a Sony Ericsson youre a business guy. The identity of young people is also played out in the number of names in the contact list, the number of SMSs received recently, ring tones, wallpapers and special icons. mobile media Although mobile communication technology is a predominant medium of this time period, it is not the only one that contributes to and characterises personal communication society. Numerous other devices are part of this trend, including iPods, MP3 players, portable DVD players, PDAs, BlackBerrys and even automobile navigation systems. In fact, it is likely that technological convergence will soon make the term mobile phone an inadequate description. Perhaps we have already reached this point, considering that many devices can be used as a computer, camera, television, music player, debit card, personal scheduler, alarm clock and more.

Much of what young people have to say to one another can now be said (or thumbed) under the radar of parental observation


cream in focus: mobile

cream in focus: xxxxxxxx xxxxxxxx cream in focus: mobile



2011: the consumer takes centre stage

consumer-centric engagement is the theme this year, with marketers taking their cues from mobile users on issues such as applications and campaign mechanics, says Paul Berney, cmo and managing director emea of the mobile marketing association. however, the sector will also need to resolve the increasing conflicts between personalisation and privacy

a broader range of practices, such as m-commerce, m-CRM, mobile direct response, promotion and permission-based marketing. The consumers new role centre stage also raises the question of privacy and personalisation. Mobile is much more personal than other channels and allows brands to tailor their messages to the consumer while giving the consumer more control over what they receive. This creates a balancing act for the industry between the demand for personalisation and the need to protect consumer data. While consumers want to control what they receive, this means sharing information about themselves, and many consumers have concerns over how that data is used. Establishing a middle way will be vital during the year ahead.

quiCk digest
user privacy action apple, along with several prominent app developers, was served with a class action lawsuit in December 2010, accused of allowing iPhone apps to transmit users personal data to advertising networks without their consent. The suit contends that some apps share users location, age and gender with advertisers. apple maintains that apps cannot transmit data about a user without obtaining the users prior permission. But a Wall Street Journal investigation indicated that some apps seem to violate this rule.

effective models The final piece to the puzzle will be identifying the emerging business models in mobile marketing and establishing how the channel will make money in the new world of consumer-centric engagement. This new world can and will deliver value to brands and marketers, but it requires a new way of thinking. As an industry, we have made enormous progress under the auspices of organisations such as the Mobile Marketing Association in promoting the mobile channel, educating the market and providing measurement, metrics and insight. If we can continue to work together, supporting the industry as a whole to build an effective business model for all, then 2011 could be the best year for mobile marketing yet.

There are two key trends in marketing that look set to change the landscape for marketers worldwide in 2011. First, consumers are now mobile and marketers need to take the channel into account when planning campaign strategies. Second, consumers are increasingly taking control of their interactions with brands and organisations, demonstrated by the growing power of social media and the importance of peer recommendations for brands. The question is: how will this new consumer-centric form of engagement impact on brands? And how can they gain maximum value from it?

Consumer insight Of primary importance for brands in this new playing field is understanding who the consumer is and what the moments are in day-to-day life that will encourage them to pick up their phone and engage. According to a recent study by the Mobile Marketing Association and Lightspeed Research, 25% of consumers are more likely to respond to advertising be that print, online or outdoor if they are able to do so via a mobile response such as SMS shortcode. Entertainment and utility-based applications that can be used repeatedly are the most popular among consumers, creating a permanent brand presence on the handset. Having gained this insight into the consumer, marketers need to make it a critical part of campaign design and engage with consumers to achieve the fundamental goals of acquisition, retention or brand building. This ability to match a campaign mechanic to a target consumers lifestyle is far more important than trying to match the mechanic to the strategy. If marketers can take this on board and align mobile more clearly with separate marketing functions then 2011 will see mobile marketing move away from its focus on mobile advertising and mobile internet to encompass

cream in focus: xxxxxxxx xxxxxxxx cream in focus: mobile


section two

One in 10 survey respondents said theyd rather lose their mother-in-law than their cell phone. Leger Marketing
Introduction | Response sentiment Branded apps Mobile responses | Operating systems Repeated success | To pay or not to pay | Freely available SMS donating in Europe | Frequency Future download plans | Mobile ad spend What makes a consumer respond | Most successful medium Apps people want | Mobile vs PC Global device numbers | Handsets by country The mobile internet hour Snack-sized data
(Page 38)

(Page 39)
(Page 40) (Page 41) (Page 42) (Page 43) (Page 44) (Page 45) (Page 46) (Page 47) (Page 48)


Popular branded apps in 2010

This scale provides a example of the download levels reached by some of the most popular branded apps in 2010. Downloads are only part of the story (see frequency chart, page 41) as a brand is only visible when an app is in use. This list is not exhaustive, as many brands choose not to release download gures. Figures have been rounded to nearest 1,000 for clarity.


The most complext interactions can now be measured on the mobile platform so Cream has partnered with the MMA to present data, charts and infographics from the world of mobile marketing A question of engagement
The amount of data available to marketers concerning mobile can be overwhelming. As is often the case with marketing data, it can prove overwhelmingly abundant, or woefully inadequate, and nding just the right amount of data in an accessible format can be a challenge. As with most media channels, marketers are keen to measure engagment gures, often seeking a magic number that equates to some engagement score, be it good, bad or indifferent. Mobile advertising can be tracked right down to the individual recipient. The current metric of choice is, somewhat predictably, response. Mobile advertising allows for a direct response from the recipient, aligning it with online and point-of-sale, which both share that instant, measurable potential. As the channel has matured, several organisations have grown to serve and represent the mobile marketing community. The Mobile Marketing Association (MMA) is a global nonprot trade association representing all players in the mobile marketing value chain. The MMA has a global focus, with regional branches ensuring a more local relevance, and was a natural data partner for this edition of Cream in Focus. The MMAs primary focus is to establish mobile as an indispensible part of the marketing mix. The MMA works to promote, educate and measure, the mobile marketing industry worldwide. Data has also been supplied by InMobi, a global independent ad network that also conducts research into mobile users and technology. Both organisations have kindly allowed Cream to reproduce sample statistics and data from recent research papers. More detailed information can be obtained from contacting the credited data provider directly.
















L L -L





4 AY

0 ,60




0 25,00 0 00 5 ,0 54,0



00 00 2,0 92

0 00 00 00 00 0 0 0 0,,,, 10 10 10 10






R1 70, 000


250,0 00

CHIPOLTE 250,000

Branded app downloads


AUDI 3,500,000

Consumers and mobile-served advertising

LIKELIHOOD OF RESPONSE Consumers are naturally resistant to obvious advertising, but responses to this survey offer a positive view for mobile marketers. When users were questioned about their likelihood of response to an advertisement served on a mobile, a total of 31% said it was likely they would respond.


ILM) 2




40 0, 00 0






00 0,0 30 E



AME R 3,00 ICA 0,00 0









IBM/AMEX 450,000





















cream in focus: mobile

cream in focus: mobile


Popular consumer response methods

most PoPular mobile resPonses this survey asked participants to rank their three most preferred methods of responding to a mobile campaign. shortcodes were the most popular, scoring an average position of 1.41. barcode and bluetooth were the least popular. anecdotal evidence suggests many handset owners incorrectly assume their phone doesnt have these capabilities.

How often do we use apps?

rePeated successes the key to a successful branded app is how often it is accessed by the user. scoring the top spot of the app store chart is only an indication of download popularity, but an app is only useful to a brand when in front of the owner. the chart displays average frequency of app usage. the same research revealed that younger mobile users use more of their applications every day: 23% of the 18-34 age group compared to 17% of the 35-54 age group.
source: mma mobile applications report europe (2010)

30% 26.4 25% 19.5 23.2 19.3


least popular

most popular

yes 88556

15% 11.5 10%

shortcode 1.41

mobile internet site 2.11

calling a number 2.12

email 2.25

send photo to shortcode 2.36

2d barcode 2.40


0% every day several times a week several times a month several times a year havent used in a year

bluetooth 2.40

source: mma research insights: mobile advertising europe (2010)

apps: paid versus free

51.2% free (no ads) 27.5% free (with ads) 21.3% paid
source: mma mobile applications report (2010)

out of 100
25.7% nokia os 22.1% symbian os 6.8% iphone os 3.5% android os 2.8% rim os 1.1% web os 37.2% other

Will PeoPle Pay for aPPs? that consumers want something for nothing comes as little of a surprise, with 51.2% of app owners choosing free apps with no advertising. mirroring the general attitude towards internet content, older users feel less inclined to pay for apps. this survey revealed that the 18-34 age category was most likely to pay for an app.

Where are the free apps?

freely aVailable only 25% of apps in apples app store are free to the consumer. android has the highest percentage of free apps, occupying 57% of its store. 57% android 25% apple 24% blackberry

sHare of oPerating systems despite the plethora of apps developed for the iphone, apples ios only accounts for 6.8% for the global share of operating systems. this chart refers to all mobile os systems, not just smartphones. it should be noted that nokias symbian is being phased out as it switches to a microsoft os.

source: inmobi (2010), nielsen (2010) source: distimo (2010)


cream in focus: mobile

cream in focus: mobile


mobile donation trends

uk 9% 5% 3% 9% 5% 2% 8% 2% 3% 34% 35% 36% 18% 23% 23% 29% 25% 26% SmS DonATinG in eUrope The uK seems more at home with donating money to charity by sms. When asked Which of the following would make you more willing to donate to a charity in the future? it appears privacy is the major issue for potential users (see sidebar, page 35). consumers also expect more transparency regarding donation mechanisms (see red cross case study, page 56). germany france

Future application downloads

34.4% my current phone does not enable me to download 6.3% many fewer than this year 4.2% somewhat fewer than this year 34.3% about the same number as this year 15.6% somewhat more than this year 8.2% many more than this year FUTUre DownloAD plAnS Downloading of applications will continue to grow. When asked about the likelihood of downloading apps in the future, 23.8% of respondents expected to download many or somewhat more apps than in 2010. of the sample group, males and younger users were more likely to download more applications in 2011.
source: mma mobiLe appLicaTions reporT europe (2010)

if more adverts mentioned texting as a way to donate if more of my favourite charities sought donations via texting if adverts with text instructions were easier to understand if the contribution wasnt fixed and i could decide for myself if it was clear how much of my money actually goes to the charity if guaranteed that my number would not be kept or used again without permission if the time before my donation appears on my bill were reduced none of the above

6% 2% 4% 43% 58% 48%

source: mma consumer briefing: mobiLe giving (2010)

Do consumers notice mobile advertising?

60% 80%

US mobile AD SpenD after a sharp increase from 2009-2010, mobile ad spend will grow at a consistent rate of around 36%. This trend is reflected in the general growth rates of smartphone ownership in the us and around the world. chart is in millions and % change.


3,000 2,500

70% 60%


$2,549.5 (25%) $2,036.8 (36%)


50% 40% 30%



$1,501.3 (36%)

$1,102.4 (48%) $743.1 (79%) $416.0 (30%)


15.9% 9.3% 10.7% 7.2% 2.2% 1.4% 21+


20% 10% 0%

14.8% 10.3% 4.9% 1.3% 6-10 0.4%

0 500














source: mma research insighTs: mobiLe aDverTising europe (2010)

source: emarKeTer

See, reSponD (Left) chart shows the proportion of people who noticed ads delivered to their mobile phone within the previous 30 days. While 52.6% claimed not to have noticed an ad, a combined 47.4% noticed one or more.

(right) chart shows the number of occasions users replied to, or interacted with, mobile delivered ads in the previous 30 days. 31.6% of people had interacted with at least one mobile ad.





What drives consumer response to mobile advertising?


What factors drive app choice?

WHAT MAKES CONSUMERS RESPOND? The sample was asked what kind of product or service was featured in the mobile ad to which they had most recently responded. Mobile content was the most popular product, with 22.7% of consumers responding to those ads. Consumer goods are close behind with 16.7%. When broken down by age group, there were different priorities. Content was most popular for the 35+ age group, while the 18-34 group preferred consumer goods.















APPS PEOPLE WANT Participants were asked the reasons behind their choices of app. Entertainment, news and utility were the most popular factors in choosing an app. In an interesting comment on the sexes, the same research revealed more men than women were more attracted to apps they could show off to their friends, and men were also more likely to use apps to help them with shopping decisions.




How do different elements of mobile media compare?

21.3% AN AD ON A WEBSITE YOU VISITED USING YOUR MOBILE 40.0% IN A TEXT ALERT OR MESSAGE YOU HAD OPTED TO RECEIVE 14.7% IN AN EMAIL YOU RECEIVED ON YOUR MOBILE 11.3% INSIDE A MOBILE APP 2.0% BEFORE OR DURING A VIDEO YOU WATCHED USING YOUR MOBILE 2.7% A COUPON YOU DOWNLOADED OR USED ON YOUR MOBILE 2.0% ON A SOCIAL NETWORKING SITE YOU VISITED USING YOUR MOBILE MOST SUCCESSFUL MEDIUM? Participants were asked which types of mobile advertising they had responded to in the last 30 days. Text alerts, to which the user had subscribed, generated the most interaction (see BabyCenter case study, page 54). The only other notable mobile media to generate a response were mobile internet sites, email and in-app advertising. The same survey revealed that males were more active in most categories, apart from text, phone, email and downloaded coupons.
40% 35% 30% 25%

Relationship between PC and mobile

MOBILE ONLY PC ONLY BOTH MOBILE VS PC US internet users access the web predominantly for personal use. While the majority of people use both a phone and a PC, increased smartphone ownership and the increasing popularity of tablet devices is likely to affect home PC use. 2.0% 2.7% 2.0%


25% 46% 29%

20% 15% 10% 5% 0%

14.7% 11.3%


cream in focus: mobile

cream in focus: mobile


Hardware: How mobiles rule the world

Global devices Today there are more than 4 billion mobile subsciptions globally, compared with 1.5 billion television sets. There are approximately 480 million daily newspapers. The next device to add to this collection is likely to be the tablet estimates for sales in 2010 stand at 20 million.
source: isTraTegy

the mobile internet hour

25 mins email 7 mins porTals 6 mins 18 secs social neTworks/blogs 4 mins 12 secs search 2 mins 42 secs

mobile phones 4 billion

TeleVisions 1.5 billion

news 2 mins enTerTainmenT 1 min 54 secs music 1 min 42 secs weaTher 1 min 24 secs sporTs 1 min 12 secs Videos/moVies 6 min 42 secs oTher

55 50 45


5 10 15 20

inTerneT users 1.4 billion

daily newspapers 480 million

Handset ownership by country

Handsets by country This chart displays the number of handsets per 100 people in a country. Taiwan scores the highest, with an approximate 106 handsets per 100 of the population. apart from Taiwan and Hong Kong, the remaining countries in the top 15 spots are all european.
source: isTraTegy2010

120 106.4 101.3 100 80 60 40 20 0 time spent online When translating mobile internet usage statistics into an hour, email is by far the most popular mobile internet activity, followed by portals. social networking activity also scores high in internet activity, and this is complimented by the rise in social media traffic (+82% in 2010) and smartphone ownership (+15% in 2010) seen in the US, and replicated around the world.

















40 35 30 25











lu T xe ai w ho mb an ng ou r ko g ng ic iTa cz e ly ec s lan h we d re d pu en fi bli nl c an d no u rw k g a r de ee y nm ce au ar sT k r po sp ia ai s rT n sw ing ug a iT ap l ze or rl e be an l d ne i giu Th re m er lan l g an d so e uT rm ds h an ko y fr rea hu an ng ce a ne w Ja ry ze pa a n sl la o nd Va ki a br us un ei


SoUrce: NielSeN US (2010)


cream in focus: mobile

cream in focus: mobile


We think 100 engaged consumers are much more important than 1,000 downloads Ed Kaczmarek, director of innovation for Kraft Foods

4 out of 5
teens carry a mobile device and 57% of them view it as key to their social life

of apps will be free downloads by 2013

digital messages in the US are delivered by a mobile phone (7 out of 10 in Europe)

9 out of 10

The number of text messages predicted to be sent and delivered around the world in 2012

downloads of Barclaycards Waterslide game app have reportedly translated into 650,000 hours of brand engagement

of people are within 3 feet of their mobile phone 24 hours per day


10 trillion


The estimated value of global mobile marketing in 2011


The average number of downloads for one app in Apples App Store


cream in focus: xxxxxxxx xxxxxxxx cream in focus: mobile


section three

case studies
To be happy in this world, first you need a cell phone and then you need an airplane. Then youre truly wireless. Ted Turner
Rimmel BabyCenter Red Cross Austrian Postal Service BBC Jaeger-LeCoultre Tiger Zain Nike
(Page 52) (Page 54) (Page 56) (Page 58) (Page 60) (Page 62) (Page 64) (Page 65) (Page 66)

Lynx Pepsi McDonalds Neutrogena Samsung Trident Tylenol Schweppes Mazda

(Page 68) (Page 69) (Page 69) (Page 70) (Page 71) (Page 71) (Page 72) (Page 73) (Page 73)


cream in focus: mobile

cream in focus: mobile


Case studies

rimmels make-up hub for handbags

Brand: Rimmel Categories: Toiletries/Cosmetics Region: United Kingdom Launch date: 2009 Agency: OMD

Rimmel was coming under increasing pressure from competitors and losing its market share. Advertising spend was down and share of voice was at only 60% of the nearest competitor. Given product innovation is standard across the big make-up brands, the only differentiating factor available to Rimmel was to foster brand loyalty. Applying make-up is an intimate act and building trust between brand and consumer is paramount.

Practical advice Focus group research and interviews with editors of leading girls magazines revealed that despite a strong interest in make-up tips and advice, many young girls lacked confidence about applying cosmetics. In the UK, 95% of young girls own a mobile phone. They are in regular communication with their friends, with 77% of girls sending at least one SMS to one of their friends every day. As a component of a young womans bag, the mobile phone is as important as her purse or lipstick. Rimmels idea was to turn a girls mobile into her make-up mate: a knowledgeable friend always on hand to inspire and give practical advice on how to create great looks. Specifically designed for mobile, the Rimmel hub housed a wealth of information on how to

achieve a look, which products to use, tips and advice and specific Rimmel content. This was a tool young women could use at any time, wherever they were. The hub was regularly updated with new product information and videos. The videos featured celebrity looks and were demonstrated by resident celebrity make-up artist Liz Pugh. Users could text in their questions, which were then answered by Pugh. Extra features on the hub included branded wallpapers, sample requests, videos of the ads and product info.

bluetooth bonus Although Apple apps dominate the category, as a youth brand Rimmel specifically targeted the cheaper, more ubiquitous handsets used by its market. Nearly half of Rimmels market were on pay as you go (rather than monthly tariffs), which made downloading expensive. Free-todownload bluetooth technology in shopping centres and cinemas resolved this issue. Of the young women who came to the site, over 40% downloaded a piece of content and there were 145,000 downloads in total. More important to Rimmel was the creation of a new generation of brand evangelists who now intimately trust the brand.

Editors commEntThe Rimmel campaign won the Best Use of Mobile category at the Festival of Media Awards in 2010, with the judges commenting that Rimmel had recognised their audience doesnt necessarily have access to the latest smartphone or unlimited mobile internet. The use of Bluetooth technology in areas popular with young girls was inspired, and demonstrated that best use of mobile didnt mean just building an iPhone app. By positioning itself as an advisor, Rimmel bridged the gap between the usual glamourfilled make-up advertising to which young girls are exposed, and their need to be taught how to apply the products to the best advantage. This case is indicative of what is possible when mobile meets out-of-home, providing a number of exciting opportunities for marketers and brands. McDonalds in Sweden used billboard sites in a simple mobile game in which players could win vouchers for menu items (read the full case

study on page 69). OOH experts Posterscope have developed mobile and OOH potential with a product called Augmented Outdoor (AO). Developed with digital agency The Cloud and Compass, AO enables real-world interaction for brands, delivered through the integration of digital signage, OOH installations and smartphones. Special OOH screens can provide public displays of user-generated content or status updates, user activity, emotional barometers or data visualisations, all relating to a brand campaign. These screens can also act as check-in points for location-based gaming. An accompanying mobile app allows the unlocking of location-based rewards and content, including augmented-reality content. For brands and marketers, this opens up a world of treasure hunts, alternate-reality gaming, user-generated content, location-based marketing and live feeds, which are all possible through the AO system.

quick digest
A bluetooth alternative Bluetooth isnt the only wireless data transfer technology available. near field communication (nfc) is also being developed for use in mobile ticketing and mobile payment. With nfc, a mobile handset can also be used as a debit card for contactless payment systems. future development could see a mobile phone used as a key to the house or car.


cream in focus: mobile

cream in focus: mobile


expectant mothers are sent weekly texts with information about their current stage of pregnancy

pregnancy week by week and frequently asked questions about pregnancy. It also incorporates a buying guide for baby products. The success of this mobile site has enabled BabyCenter to monetise its inventory, offering associated and relevant brands the chance to run banner ads on the site. Brands such as Aveeno Baby, Cord Blood Registry, Johnsons Baby, Saturn, Viacord, and VW Routan have run promotions using the website. These have enabled members to opt in for special discounted product promotions by texting BCOFFERS to the BabyCenter shortcode and receiving mobile coupons in return.

Case studies

fertile ground for babycenter

Brand: BabyCenter Categories: Healthcare Region: US (Case study) Global Launch date: September 2007 Agency: Velti, Ansible

BabyCenter was set up by Johnson & Johnson in 1998 as an online community for new and expectant parents. Since then, BabyCenter has grown into a global interactive parenting network with local market versions across the world. BabyCenter wanted to use the mobile channel to extend its brand to young and expectant Latina mothers in the US. The target demographic was known to exhibit high mobile usage and low internet penetration, making a mobile-based strategy the natural choice. Targeting these groups presented clear challenges, with handset limitations, language issues and low literacy rates all presenting potential obstacles for the consumer. The initial Mama Mvil (Mobile Mum) campaign invited women to text their babys due date to a shortcode, which was advertised

online and on Johnson & Johnsons products in store. A text enabled the participant to join the BabyCenter community, where they could receive advice, product offers relevant to the particular stage of their pregnancy, and access to conversations with like-minded women.

Helpful pointers In addition to the mobile internet capabilities, the Velti and Ansible solution provides messaging and alerts services. New members are given instant access to messaging and alert services such as BabyCenter Tips (text BCTIPS to the shortcode), which sends new parents helpful text pointers relevant to their trimester twice a week until their baby is three months old. Women can also set up their partner's mobile phone number to receive alerts so husbands and boyfriends dont miss out on advice. The most recent addition to the BabyCenter offering is an alert service called Booty Call, designed for women who are trying to conceive. The service called Mamacita for the US Spanish-speaking audience is sponsored by First Response, a pregnancy and ovulation test maker. The service provides 18 text messages

telling women when theyre at their most fertile, along with other useful advice. To sign up for the service women text BCBC to 44166. The goal of the mobile programme was to strengthen brand awareness and increase customer engagement through an integrated mobile marketing approach that invites consumers to engage at varying levels, including when they are on the move. There are several thousand US women and some husbands and boyfriends using BabyCenters mobile services, with strong retention and adoption rates for sponsor offers and alerts: 94% of alert users remain active after two years and there is 80% user retention for BC Tips, with 20% joining the mobile community for sponsor offers. Booty Call alerts have seen month-on-month growth of 65% and the site now registers 5.48 unique page visits per user. The most popular page on the mobile site is the Baby Name Finder.

quick digest
babycenter: the facts Launched in the us in august 1998, Babycenter is a parenting website that provides information on conception, pregnancy, birth and early childhood for parents and parentsto-be. The site is owned by Johnson & Johnson, who also appear in much of the sites sponsorship. Versions of Babycenter have been launched in 18 markets, with another two serving the Latin american and arabic regions. sms marketing mobile marketing via sms has expanded rapidly in europe and asia as a new channel to reach the consumer. sms initially received negative media coverage in many parts of europe for being a new form of spam, as some advertisers purchased lists and sent unsolicited content to consumers phones; although many operators now have guidelines in place to deal with this issue. in europe the first cross-carrier sms shortcode campaign was run by Txtbomb in 2001 for an island records release, in north america it was the Labatt Brewing company in 2002. over the past few years mobile shortcodes have been increasingly popular and brands have begun to treat the mobile shortcode as a mobile domain name, allowing the consumer to text the brand at an event, in-store and from traditional media touchpoints.

Editor's commEntThis service from BabyCenter is an excellent example of how mobile-based campaigns are a brilliant way to spread information in a timetabled fashion that best suits the user. Instead of being confronted with a mass of irrelevant information, new mums are served 'snack sized' information at just the right moment. The Spanish-language version of the service is a nice touch, and the high levels of engagement prove the service was welcomed and valued by consumers. BabyCenter has also demonstrated that SMS is a powerful marketing tool.

Pregnancy tracker BabyCenter can track every members pregnancy to offer the best advice or most relevant product information. The service also allows members to change their due date, should their circumstances change, so they receive the most contextually appropriate information and offers. The BabyCenter mobile site provides a variety of information, including a baby name-finder, tips on getting pregnant, information relevant to


cream in focus: mobile

cream in focus: mobile


Case studies

SMS donationS SpeedS haiti aid

Brand: Red Cross Categories: Charities Region: United States Launch date: January 2010 Agency: N/A

sms donations meant TV viewers could give money immediately in response to news reports on the disaster

In the aftermath of the devastating earthquake in Haiti on 12 January 2010, aid agencies all over the world issued a call for public donations to fund rescue missions. As recently as 10 years ago, the standard donation channel would involve call centres full of operators, taking calls and processing credit card payments. However, consumer confidence and familiarity in SMS payment systems has now reached a point where people are happy to conduct basic banking and payment enquiries by SMS. Text message payment services are also now successfully advanced to cope with high-volume, high-speed usage.

Standard donation In 2009, US charitable donations through mobile fundraising reached $2m, an impressive increase on the previous years $350,000. But both these amounts were dwarfed by the $8m raised by SMS in the two days immediately following the Haiti disaster.

To contribute to the campaign, users texted 'Haiti' to a dedicated number, and a standard $10 donation was added to their mobile bill. Jana Waterworth-McAndrew, manager of fundraising and individual giving at the American Red Cross was extremely impressed, not only with the response from the US public, but in the capabilities of the channel. The success of the mobile campaign shows the powerful impact this channel can have on fundraising, she says. Part of this success can be attributed to its immediacy. Television appeals or news items about the disaster that carry the SMS donation number enable viewers to act immediately on the call to action. The simplicity of the process also makes it an attractive option for those who dont give to charity regularly. The Haiti appeal was also boosted by appearances from key figures, including US First Lady Michelle Obama, urging people to donate. Many TV spots that carried the appeal only gave details of the SMS donation line, which may indicate that despite the proliferation of smartphones with internet capabilities, SMS is still the preferred choice of instant and noninvasive communication. From the charitys point of view, in addition to the cash generated by the scheme, it can at the same time compile a huge contact list for future fundraising operations. SMS donation lines have since been set up by 20 other relief agencies working in Haiti. Until recently, the amount that mobile operators could cream off the donation was the same as they could take for commercial premium rate services up to 60%. Operators have now adopted a voluntary code of practice which means that the share going to the charity is much higher, and can be upwards of 90%.
quick digeSt
Shortcode SoS The Thomson reuters foundation, working with the insTeDD emergency information system platform, used the mission 4636 shortcode for a public-health-focused sms broadcast service, creating a service to send messages to approximately 26,000 subscribers. messages focused on basic health needs such as hygiene, shelter and security.

Higher share The donation process starts when the mobile network receives the SMS and bills the relevant amount, usually a fixed donation of 1, 3 or 5, to the mobile owner's phone bill. The network then takes its cut to cover costs and a small profit, and the rest goes to the service provider which takes its cut and costs for managing the billing, deciphering the messages or overseeing reclaim of gift aid, for example. This leaves a net donation for the charity.

Editor's commEntAlthough not the first example of SMS-powered donations, the fundraising efforts by the Red Cross demonstrated the full potential of the channel. The success of SMS fundraising lies in its simplicity. By removing as many obstacles to giving as possible, the Red Cross was able to take advantage of "impulse" giving, before the mobile owner was distracted. SMS continued to play a role in helping Haiti when it was later used by the Red Cross to warn of cholera outbreaks in the region, and educate survivors about how to avoid infection.


cream in focus: mobile

cream in focus: mobile


Case studies

AustriAn postAl service sends e-greetings

Brand: Austrian Postal Service Categories: Utility Region: Austria Launch date: 2010 Agency: IQ Mobile

The advent calendar opened to reveal Qr codes with prizes and promotions from leading brands

A QR Code is a two-dimensional matrix barcode, readable by camera phones. The code consists of black modules arranged in a square pattern on a white background. Created in Japan by Toyota subsidiary Denso-Wave in 1994, it quickly became a marketing gimmick for the tech generation. QR is an abbreviation of quick response because the creator intended the codes contents to be decoded at high speed. This made it the perfect solution for the Austrian Postal Services (APS) latest campaign.

Post by mobile The APS wanted to promote its new e-Postcard in an innovative way that would offer consumers a fun new way to send postcards and build customer loyalty. APS created its own 2D barcode in collaboration with the global leader in mobile barcode scanning solutions NeoMedia Technologies and Austrian mobile marketing agency IQ Mobile. The QR code was embedded in all the campaign creative, along with an SMS shortcode. Consumers were able to download the application needed to create the e-Postcard by scanning the code. Print adverts featuring the QR code were placed in 20 popular Austrian newspapers and magazines, on banner ads across 10 mobile

portals, plus primetime TV advertisement. The direct mail promotion saw examples of the e-Postcards sent to 3.2 million Austrian homes. A mobile microsite was created to ensure that event consumers who did not have a compatible handset were able to participate. For Christmas, the idea of the e-Postcard was replaced with an e-advent calendar, filled not with chocolates, but with QR codes that led users to prizes and promotions from leading brands. Prizes included a daily 500 sweepstake and first prize draw for an Opel Meriva car. This letter-sized calendar was sent to 3.5 million homes before December and contained a comprehensive user guide on how to scan QR codes. This was the largest-ever Austrian mobile campaign, with an impressive response rate of one in every thousand in less than three months.

Code comfort Japan is by far the biggest user of QR code technology. Outside of manufacturing and the standard downloading of content, QR codes are also being used in passports, ticketing at train stations, staff rosters, nutritional information and even tracking bodies in morgues. As more handsets have decoders preinstalled and the next generation of QR code

customers could choose between using a mobile microsite or a Qr code to find prizes and promotions

technologies is released, usage is expected to expand rapidly. The scope for QR codes is endless and in addition to the traditional print to mobile applications, new uses such as bill/utility payments, banking, point of sale and loyalty programmes are expected. One business in Japan had a side of their building covered with a QR code; a design firm had them printed onto cookies for a tradeshow. Companies have also used them on clothing. In Japan, the roll-out was handled in a logical way, with handset manufacturers and telecoms companies pre-installing the decoders first and then began releasing the codes. In the rest of the world, the fragmentation that currently exists in the mobile ecosystem meant that the release of the code came without sufficient education in the market. However, this is slowly changing with preinstallation and a raft of third-party decoders available for download.

If some of the QR code issues such as easeof-use and scanning speed can be overcome, then it makes more sense to simply take a photo rather than use an SMS shortcode. QR codes are one of the most versatile data carriers in the world, with print to mobile achieving only a fraction of the same usability.

quiCk digest
smashing the system with qR codes in 2007, the Pet shop Boys released their single Integral which criticised the British national identity card concept. The single and its promotional material came complete with a Qr code linked to an article arguing against the scheme. in the us, scanLife provided Qr codes to the 'Be the one' campaign, which organised a petition calling for adequate funding for the clean-up operation for the BP oil spill in the Gulf of mexico.

Editor's commEntQR codes offer some elegant solutions for marketers who need to communicate complicated information to consumers. The technology also lends itself to coupon and voucher promotions. It should be remembered that QR codes do require a relatively high level of participation from the person viewing it. When a shopper takes the trouble to activate their barcode reader and scan a brand, they should be compensated, either through interesting content or a promotional incentive. QR codes are not a device to dispense press releases.


cream in focus: mobile

cream in focus: mobile


Case studies

bbc opens a window on english

Brand: BBC World Service Trust Categories: Publishing & Broadcasting Region: Bangladesh Launch date: November 2009 Agency: N/A

each telephone lesson is three minutes long and costs around 2p, making it affordable for most people

The BBC World Service Trust (BBC WST) has partnered up with six of the biggest telecoms operators in Bangladesh to provide affordable English lessons over the phone to the public. BBC WST is no stranger to implementing ambitious campaigns in this part of the world. Last year, it sought to remove the stigma associated with condoms in a bid to cut down on the number of sexually transmitted infections in the region. Its latest campaign is aimed at tackling social mobility by providing a valuable language service research shows that 84% of Bangladeshis want to learn English.

Bangladeshis are also able to access the 250 lessons free online at BBC WST has set up a social networking community where users are encouraged to upload profiles and interact with other learners both in Bangladesh and around the world. Video and audio is also being uploaded to sites such as YouTube and Facebook. In addition to this BBC WST has launched BBC Buzz, a TV show aimed at youths, screened in both Bangladesh and the UK, and featuring bilingual presenters.

Affordable calls The first step was to get telecoms companies onside. Although mobiles are ubiquitous in Bangladesh, most people live on just 2 a day, so pricing of the phone calls was a major factor. Each telephone lesson is three minutes long and the price of the call works out at just over 2p, making it affordable for almost everyone.

Window on the world These strands all come under BBC Janala meaning window in Bengali. The project is funded by the UK Department for International Development through English in Action, an educational initiative launched in 2008 to raise the language skills of 25 million people in Bangladesh by 2017. And it looks set to be a huge success: prior to its launch, 300,000 people had already signed up to take part.
By dialling 3000 participants can listen to new classes each day, ranging from: Essential English for beginners, to How to tell a story for the more advanced. With 39% of callers returning to the service, BBC Janala has outperformed the majority of other valueadded mobile products in Bangladesh, which typically achieve a 5% return of customers. The beginners content is especially popular and receives a 69% repeat rate. To date, 11,030,583 lessons have been accessed. Users engaged with Janalas interactive services, including audio quizzes, English story recording and direct feedback. Learning also surged online at, where a virtual community already has more than 17,000 registered users. Sara Chamberlain, head of interactive for the BBC WST, speaking at the GSMA Mobile World Congress in Barcelona, said: We knew demand for English was strong in Bangladesh, but the response to BBC Janala has been nothing short of phenomenal. The growth of mobile is clearly creating an opportunity to provide access to education in a way simply not possible before. Many in the mobile industry are now watching to see if BBC Janala can provide one of the first economically viable models for educational technology in the developing world.
quick digest
english in bangladesh Demand for english is high in the 15-45 age group, with 84% telling the BBc they wanted to speak the language and 60% prepared to learn on their mobiles. english is also important for securing jobs in Bangladesh, where about 71% of employers are looking for workers with communicative standard english.

Editors commEntAlthough not strictly a marketing campaign, this activity by the BBC demonstrates the role of the mobile device in developing countries. It also illustrates the contrasting maturities of mobile technology in different markets. Bangladesh has also seen the introduction of mobile finance. The countrys largest mobile operator, Grameenphone, is a sister organisation to Grameenbank, which has pioneered micro-lending in the region. Grameenphone users are able to pay bills and buy and sell products in a mobile marketplace.


cream in focus: mobile

cream in focus: mobile


Case studies

Jaeger-LecouLtre turns back time

Brand: Jaeger-LeCoultre Categories: Luxurygoods Region: Global Launch date: October2009 Agency: ZenithOptimedia

Luxuryproductmanufacturersfacedavery difficultyearin2009.Theeconomiccrisishad brokentheluxurymarketandsaleshadsuffered especiallyinthewatchmarket.Luxurybrands hadtoreaffirmtheirpositionbyreturningtotheir rootstoexpresstheircorevalues. Jaeger-LeCoultreisamajorplayerinthe watchmakingmarket,with175yearsofhistory behindthebrand.Thewatch-enthusiast communityspanstheglobe,andsustainsa numberofmagazinesforcollectors.Typically theseenthusiastsarehigh-earners,withaccess tothelatestpersonaltechnologydevicessuch asthelatestiPhone.

Theclassesenableduserstoexplore andpractisethevariousstagesinbuildinga watch,directlyontheiriPhonescreen,witha comprehensivedictionaryofhorologytoexplain specialisedterms. Userscouldpractisewatchmaking techniquesincludingassemblingachronograph mechanism,decoratingandjewellinga movement,polishing,engravingandgem-setting acase.Inoneclasstheaimistogem-seta ReversoNeva,makingnomistakesandin recordtime,byskilfullyslidingthediamonds ontothewatchcase.

Watch and learn Backin2009,Jaeger-LeCoultrewantedto secureitscoreclienteleandreassertitsauthority andknow-howonfinewatchmakingandshare itsknowledgewiththepublicatlarge. Togetherwithmobilecommunicationagency Phonevalley,Jaeger-LeCoultrecreatedan iPhoneappthatinviteddevoteesofluxury watchestodiscovertheworldofwatchmaking fromtheviewpointofanapprenticeinthe historicbrandshallowedworkshop.Theapp providedrich,progressiveandeducational contentrelatingtoaworldtraditionallyonly accessibletoasmallminority.

interactive models Newwatchmakingclasseswerereleased fortnightlyandaprizedrawwassetup,inwhich participantswhocorrectlyansweredaseriesof questionsstoodthechanceofwinningaguided touroftheJaeger-LeCoultrefactoryinVallede Joux,Switzerland. Thebrandalsoinviteduserstoexplorea collectionofmorethan60watchmodels, includingeightinteractivemodelsfromthe brandspremiumrange. Appuserscouldactivatethefeaturesof variouswatchesforthemselves,suchas startingtimers,oradjustmoveablepartsofthe watch.TheiPhoneapplicationalsofeatureda

functionthathelpedtheuserlocatetheclosest Jaeger-LeCoultreretailer.

Avant-garde spirit CEOJrmeLambertfeltthecampaign remainedtruetothebrandscorevalues.For 176years,Jaeger-LeCoultrehasdeveloped acultureofinnovationandaresolutelyavantgardespirit,hesays.Aswebpioneers, wearehappytoshowthatourpassionfor finewatchmakingismatchedbyadesireto shareknowledgethatwouldhonourAntoine LeCoultre,theself-taughtcompanyfounder. Ourapplicationshouldappealtodevoteesof watchesandtechnicalmasterpieces. TheJaeger-LeCoultreappsurpassed100,000 downloadsworldwideinlessthantwomonths (theaveragewithintheluxuryindustrystands at10,000downloads).Theappwasalso shortlistedintheBestUseofMobilecategory attheFestivalofMedia2010.

Editors commEntJaeger-LeCoultre released its iPhone app in 2009, which turned out to be the year for luxury watch brand apps Breitling, Bell & Ross and Piaget also took the plunge. Of the group, the Jaeger-LeCoultre is perhaps the most inventive. To some extent, these apps all offered similar services an attractive on-screen chronograph, a local store finder, sometimes some product information. But few offered a reason for users to revisit the app on a regular basis, even though they were built for devoted fine-watch enthusiasts. The Jaeger-LeCoultre app stood out for its interactivity, and was specifically designed to satisfy the appetite of watch admirers, and obeyed the cardinal rule that apps should be useful or entertaining. Short of touring the JaegerLeCoultre factory, there was nowhere else for enthusiasts to get the watch-making experience delivered by this app.

quick digest
i Am Rich When it comes to the ultimate luxury statement, apps didnt come much more extravagant than the notorious i am rich app. With a hefty $999.99 price tag, the app simply displayed an image of a precious stone on the owners iPhone screen. eight people with more money than sense bought the app before apple withdrew it from the app store.


cream in focus: MOBILE

cream in focus: MOBILE


Case studies

tiger tempts beer drinkers to explore chinese culture

Brand: Tiger Beer Categories: Drinks (alcoholic) Region: United Kingdom Launch date: February 2010 Agency: Exposure

The Chinese zodiac lists 2010 as the Year of the Tiger, providing a perfect promotional opportunity for Tiger Beer. In a campaign that integrates print, promotional, outdoor, experiential and AR activity, the brand hopes to increase the relevance of the Chinese New Year festival to its consumers.

Cultural guide Tiger Beer is a well-established brand dating back to the 1930s, and the new campaign builds upon that heritage. Tiger acts as a guide to classic and contemporary Chinese food, culture and music, and positions itself as an icon of the mysterious orient. Senior brand manager of Tiger Beer, Jason Wills, said the campaign was a great way of getting involved in the burgeoning contemporary Chinese cultural scene in the UK.

In addition to print and poster advertising, agency Exposure teamed up with Dazed & Confused magazine to publish a guide showcasing Chinatown communities in the UK, with a schedule of promotional events and art installations the Tiger Lucky Eight. The guide was distributed with the January issue of the magazine, with an extension on the brand microsite. The Tiger Lucky Eight tour began in Brighton in February, where French artist Laurent Louyer used cutting-edge lighting technology to illuminate the derelict West Pier. The tour visited Manchester, Birmingham and Glasgow before returning to Londons Chinatown district. The campaign also embraces Augmented Reality, with an iPhone app that guides users to the nearest bar or restaurant that sells Tiger beer, reflecting Tigers modern take on a traditional celebration.

zain reaches the peak of success with sms promotion

Brand: Zain Categories: Telecoms/Mobile Region: Tanzania Launch date: May 2010 Agency: Velti

In East Africas fast-moving telecoms marketplace, Zain realised it could not afford to rest on past success. To maintain and extend its market position, Zain needed to drive differentiation through innovative products and promotions, and was seeking new ways to boost average revenue per user. Zain Tanzania, a subsidiary of Bharti Airtel, has built its business on being the most innovative telecoms provider in its market. Zain differentiates its brand through leadingedge services such as borderless mobile calling and texting, the first BlackBerry service in Tanzania, and mobile internet over nationwide 3.5G and EDGE/GPRS networks. Veltis solutions gave Zain an effective and cost-efficient way to drive immediate gains in revenue and average revenue per user (ARPU) through an innovative SMS promotion.

The first campaign of its kind in Tanzania, the Jivunie trivia game invited subscribers to send a keyword to a dedicated shortcode to enter. After receiving a welcome message, participants answered questions to earn points toward weekly car prizes and were entered to win the grand prize a new SUV.

Campaign extension The Jivunie campaign awarded $300,000 in prizes through three flights of targeted SMS messages delivered to 4.8 million Zain subscribers. The campaign outperformed Zains expectations. Subscriber participation reached 10.7%, with users sending an average of 28 messages each. It also exceeded its target of mobile-originated messages by 450% before the end of the 145-day campaign. This led Zain to extending the campaign by 61 days.


cream in focus: mobile

cream in focus: mobile


Case studies

nike brings gaming to londons streets

Brand: Nike Categories: Clothing Region: UK Launch date: November 2010 Agency: AKQA

a select group of young Londoners spread the word, allowing nike to reach an audience of 2,500 runners

The London Marathon is a big opportunity for brands like Nike to make an impact with the casually sport-conscious youth market. Nikes insight, that young amateur runners dont consider themselves to be proper runners, led to the development of the Nike Grid.

Geo-social grid Nike Grid took the idea of a geo-social network like Foursquare, where users earn mayorships and badges, and added a sporting twist. Players had to run across 48 London areas, filling out an online grid to earn points and badges as they completed each section. Around 200 young Londoners were invited by SMS to a secret event in east London. Details leaked from the chosen few, and word spread to the growing underground movement that Nike Grid was a real-world gaming platform for runners using the citys public phone boxes to score points. Runners could connect with the game using Facebook and after more than 24 hours of using the iconic London postcode system as a game board, runners were battling their way to be top of the leaderboards and claim the crown for their postcode. Several of the winning runners updated their Facebook profile photos, which showed the rebranded Grid phoneboxes, and 12 hours after

the game finished, displayed their name as the owner of that postcode. Nike engaged with an audience of 2,500 runners on Facebook, with over 3,000 runs clocked in 24 hours during the game. In the same period there were more than 6,000 unique visits to the game leaderboards and interactive maps on A total of 4,777 people liked the Nike Grid Facebook group.

Ahead of the pack Nike is one of the brands leading the way with geo-social-based marketing. Mobile internet enables handset owners to 'check in' at specific locations, either in a game-based capacity like the Nike Grid, or in a more communitydriven format by posting their reviews and recommendations for other users. Geo-social networking is still very much in its infancy, with several fledgling platforms vying for dominance. The most prominent names in geo-social at the moment are Facebook Places and Foursquare. Brands have been largely slow on the geo-social uptake, leaving retailers like Gap and Starbucks to lead the way, rewarding check-ins with vouchers and freebies. Nike has a strong pedigree in all the mobile technologies, successfully launching a clothing line in the Philippines using a mobile magazine.

The mobizine contained stories behind each of the Nike sportswear icons from the parent campaign. It also contained local information about nightlife, and the local music and sports scene. In the first two weeks of the campaign, the Nike Mobizine received 22,000 clicks. Bluetooth tagging technology delivered exclusive Nike content to consumers in Barcelona. A Bluetooth-enabled poster in the city centre promoted the new Nike Pro clothing range, with the ability for mobile owners to download content from the poster. Those with video-enabled handsets received a 30-second clip featuring tennis ace Rafael Nadal. Handsets that were unable to host video content received special Rafael Nadal wallpaper instead.

Editors commEntNike has run several campaigns over recent years that have concentrated on empowering the amateur runner. In London, where the Grid

was set up, Nike has already begun staging regular themed 10km runs. The Nike Grid group page on Facebook has evolved into a community for runners, as members swap stories, experiences and training tips. There were also a number of messages from people expressing a desire to take part in a Nike race again in 2011. The Grid was actually a larger scale version of an event staged by Nike in London in April, which offered badges to runners completing routes over a single 24-hour period. Technically this is a mobile technology campaign without any mobiles, but it is part of wider trend for Alternate Reality Gaming, which combines real world activities with influences from the world of video games. 'Badges' and 'mayorships' are appearing more frequently in game strategies, but as more brands experiment with AR and location-based gaming, how long is it before consumers get 'badge fatigue'?

quick diGest
Nike app: true city in keeping with its recurring theme of helping people 'unlock' their cities, this app from nike is a locationbased city guide, with a social element for reviews and contributions from 'nike insiders'. some locations featured Qr codes to unlock further content. The app currently unlocks London, Berlin, Paris, amsterdam, Barcelona and milan.


cream in focus: mobile

cream in focus: xxxxxxxxxxxxxx cream in focus: mobile

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Case studies

digital extensions freshen up the lynx effect

Brand: Lynx Categories: FMCG, Toiletries/Cosmetics Region: United Kingdom Launch date: January 2010 Agency: BBH

pepsi targets new generation

Brand: Pepsi Categories: Drinks (non-alcoholic) Region: China Launch date: July 2009 Agency: DDB

Lynx continues its successful repositioning as the fragrance of choice for young men with a new line of digital applications to help guys maximise the Lynx effect. Most mens fragrance advertising contains heavy connotations of sex and masculinity. While fine fragrance houses choose to use sensual campaigns with impossibly well-groomed models, Lynx eschews this trend with more realistic models, in more recognisable settings.

Dating toolkit In 2008 Lynx, known as Axe in some territories, created the Get In There campaign. Aimed at those who needed help with girls, Lynx offered a series of hints, tips and apps so guys could get dating. The basic premise was that if a guy could successfully start chatting with a girl, the Lynx effect would do the rest.

With the second phase, Lynx has produced a selection of light-hearted mobile apps for guys to use in icebreaking situations. With the Say Cheese app, the user asks a girl to take his picture with his phone. When she does, the camera will display a pre-loaded image (Lynx suggests a photo of the user in his underwear) to amuse and, presumably, entice. In Perfect Man Revealed, the girl takes a multiple choice test to find her perfect man, with the results rigged to reveal a pre-loaded image of the mobile owner. The most useful application is a digital version of Spin the Bottle, in which the user can control the outcome of each spin by pressing a specific key on their mobile, correlating to the location of the desired target. These digital extensions to the Get in there campaign show Lynxs continued success in finding a digital role in fragrance marketing.

Broadcast on Zhejiang Satellite TV, traditional internet and mobile internet, Pepsis 'Battle of the Bands 2009' was a nationwide campaign/TV show in China to find the countrys best band. Pepsi identified its key consumer audience as young music lovers who would take part in interactive activities and share content with others on the internet.

Dream band A mobile campaign site was built to provide live TV, mobile games, event information and user interaction. A branded mobile media player was developed, providing TV live on Saturday and campaign video on demand. A game called 'Mobile Band Broker' was designed for mobile users to build their dream bands. Each band members value was calculated from the live concert score and internet vote. The mobile campaign site was synchronised with

its traditional internet site, and allowed users to view news and band blogs, join fan clubs and vote for their favourite band. More than 15 million mobile users visited the mobile site. There were 4,352,334 user interactions, with 115,008 users watching TV live on their mobile. A further 674,469 watched campaign videos on demand. Mobile Band Broker players reached 83,337.

fast food photo challenge

Brand: McDonalds Categories: Food, Retail Region: Sweden Launch date: April 2010 Agency: DDB

McDonalds in Stockholm wanted to connect with on-the-go consumers and find an innovative new way to communicate special offers and increase footfall in its restaurants. Agency DDB Stockholm came up with an interactive billboard that challenged passersby to play a game of catch using their camera phones. The digital billboard animation features

lots of miscellaneous items bouncing around at speed. In among the various images of footballs, piatas and creatures are selected McDonalds menu items. Players are invited to try their luck at capturing the menu items on their mobile phone cameras. If successful, they can go into a nearby McDonalds store and redeem the item they have photographed for free.

memorable marketing The offers are time-limited to stop people forwarding photos to friends and McDonalds has found that customers seldom buy only one thing once inside. Using this ability to connect mobile phones with digital out-of-home, McDonalds is also providing customers with fun and memorable interactive experiences.


cream in focus: mobile

cream in focus: mobile


Case studies

hong kong wakes up to male grooming with neutrogena

Brand: Neutrogena Categories: FMCG, Toiletries/Cosmetics Region: China Launch date: May 2009 Agency: OMD

samsung goes ski jumping

Brand: Samsung Categories: Electronic Goods, Telecoms/Mobile Region: The Netherlands Launch date: May 2010 Agency: Bitmove

Men and morning beauty routines arent natural bedfellows. This was the problem Neutrogena faced when marketing its new Cooling Cleansing Gel to Hong Kongs male population. It wanted to interact with men at a time when they would be most likely to use the product in the morning but felt the usual outlets of breakfast TV and radio were too passive. Neutrogena wanted to speak to men in a way they would remember.

Wake-up call Enter actress and singer Elanne Kwong, Hong Kongs hottest young celebrity. A dedicated mini-site set up by Neutrogena encouraged men to enter their phone number to receive a wake-up call from Elanne herself. In the call, Elanne tells the men to get up and use the new Neutrogena gel.

To drive traffic to the mini-site, Neutrogena set up a profile for Elanne Kwong on Facebook. The profile was managed internally and once word got out that the superstar was online, her number of friends quickly spread virally. So far 1,300 men have signed up for a wake-up call. The fact that Neutrogena now has phone numbers for its target audience offers a great opportunity to build a lasting future relationship. Chinas groom boom is expected to boost the bottom line at cosmetic giants like Neutrogena. According to a report released by London-based Euromonitor International last month, Chinas market for mens products is set to grow at five times the rate of its North American counterpart leading up to 2014. The research firm expects annual growth of 29% through 2014, a pace that dwarfs the sluggish market in North America and Europe.

Olympic sponsor Samsung wanted to promote its latest phone, the Omnia Qwerty, and bring the spirit of the winter Games to the streets of Amsterdam, as part of its Experience the Olympics wherever you are campaign.

From street to ski jump Samsung teamed up with JCDecaux to create an interactive outdoor campaign using bus shelters fitted with a touchscreen. The screen mimicked the display of the phone handset and had two webcams. Passers-by could fully immerse themselves into the Olympic ski-jumping experience by positioning their feet on the pair of replica skis placed on the floor of the shelter and having their facial expressions captured by the webcams. A clip of ski jumping was played, including the sound of a roaring crowd, and participants faces were digitally attached to the skier in

the movie, thus creating a unique personal experience for each passer-by. A wireless internet connection ensured that the resulting clip was instantly available for download via a link sent to the passer-bys email address, which they had entered at the start of the process. This allowed participants to share their clip with their friends.

frost and flirt with trident

Brand: Trident Categories: Confectionery/Snacks Region: Brazil Launch date: August 2009 Agency: F Biz

Tridents TV commercial featured a girl who fell in love at first sight on the subway. As her train left the platform, the freshness of Trident allowed her to blow frost onto the window, so she could write her number on the glass. Eagle-eyed viewers who called the phone number shown on the TV commercial had an

interesting surprise they could talk with the girl from the ad. When she answered the phone, the sultry vixen asked the caller to leave a message containing a flirty chat-up line. Messages were then displayed on the site www.leve

Screen freeze In addition, brand owner Cadbury launched an iPhone app in which a user can freeze the screen of his iPhone by blowing on the microphone and fill the screen with a cold effect, upon which they could make patterns with their finger. Even without a call to action encouraging the public to call the number displayed on the TV commercial, there were 65,000 calls in 16 days, averaging nearly 4,000 calls per day.


cream in focus: mobile

cream in focus: mobile


Case studies

top-rated tylenol app appeals to sleep-deprived consumers

Brand: Tylenol Categories: Pharmaceuticals/Healthcare Region: Global Launch date: September 2009 Agency: Deutsch

schweppes unexpected success

Brand: Schweppes Categories: Drinks (non-alcoholic) Region: France Launch date: September 2010 Agency: Lesmobilizers

There has been a rash of iPhone apps hitting the market of late. Every brand seems to be afraid of not being taken seriously, or, worse still, been seen as archaic if they dont have a mobile app out. Few, however, have thought it through as carefully as Tylenol, a manufacturer of painrelieving drugs. Its app tackles a real problem in the 24/7 society sleep deprivation.

mood monitor Startling research in the UK and Italy discovered that people who were regularly getting less than six hours sleep a night are 12% more likely to die over a 25-year period than those who got a more restful six to eight hours. Tylenol wanted to bring out an iPhone app that would add real value to the lives of its consumers and yet stay true to its brand values. It launched the Tylenol PM Sleep Tracker an

app that monitors the quantity and quality of sleep people are getting and how lack of sleep can affect their mood. Part of Tylenols Get ready for bed campaign, the app encourages users to create a diary of their sleep time and record their mood the following day. It then plots a graph showing the amount of sleep recorded against the users mood allowing users to look back easily and see the correlation between their mood and lack of sleep. Advice is also given to the user on how they can get a better nights sleep. Tylenols app was made available for free from the App Store and advertised on-screen with banners. Three weeks after its release more than 3,000 applications had been downloaded and it had achieved a place in the App Stores top 25 most popular apps an indication of todays sleepless society.

It would have been easy for Schweppes to put out a bar finder or cocktail recipe app, but hundreds exist already. To coincide with its 2010 European re-branding programme, Schweppes wanted to exploit the benefits of a branded app without duplicating those already available.

live music As broadband connectivity grows across the world, the popularity of music streaming services such as Spotify has also grown. Developments in mobile technology mean that it is now possible for users to stream music through their smartphone handsets. In keeping with its European Unexpected activity, which saw Schweppes staging a threeday music event in Biarritz, the company lent its name to a music streaming app that lets users experience live concerts, festivals and DJ sets from all over the world.

Developed by Lesmobilizers, the Schweppes Unexpected Music app is one of the first services enabling users to listen to the best clubs, concert venues, artists and festivals free and in real time. The app covers 180 venues in 25 countries, 5,000 artists and 10,000 events live every month. For a 1.59 monthly subscription, users can also access re-broadcasts.

mazda goes beyond reality

Brand: Mazda Categories: Automotive Region: United Kingdom Launch date: August 2009 Agency: JWT

Car companies need to be associated with cutting-edge technology but to avoid anything that could be seen as superfluous. So Mazdas use of augmented reality in its latest campaign came as something of a surprise. Augmented reality has tended to be a gimmick. However, JWTs new augmented reality application Layar is potentially very

useful. By integrating Google maps into its service it allows users to see what is happening around them by displaying real-time digital information on top of reality.

From magazine to mazda Mazda has built the first layer on the new network. Through a combination of QR codes and barcode technology, consumers can scan special Mazda ads in the traditional press with a smartphone and find all available Mazda dealers within the vicinity. The tagline on the video demonstrating the new service is: From magazine to Mazda in 80 seconds. And where Mazda leads, it looks like others will follow. Ten thousand applications were downloaded in the first two days and JWT says it has clients wanting to build layers in the Netherlands and Russia.



Cream in Focus reports

NEW for 2011 are fortnightly Cream in Focus in-depth reports on topical themes. Each report features contributions from business leaders, technologists, academics and creatives, with 60+ pages packed with data, insight, trends and specially expanded case studies from Cream. Each report costs 350, or you can receive all of these FREE as part of a Cream subscription, valued at 799 per person for one year. There are 20 reports across the year including:
Online branded communities As brands move away from traditional websites, Cream examines the trend of brand socialisation. More than just using social media, how can brands build a consumer-centric space and make best use of community spirit? Youth marketing trends Cream examines the most innovative youthtargeted strategies from around the world. What works, and why? What are the current and future trends in the all-important youth demographic? Presented in two volumes, Europe/LatAm and North America/AsiaPac. Gaming Gaming as a marketing channel. No longer the preserve of teenage boys, casual online and social gaming has become one of the hottest and most talked about marketing channels. How can brands make best use of gaming? What are the secrets to creating a successful brand/ game t? Marketing to 50+ In the UK alone, 80% of the wealth is in the hands of the over-50s. How can brands communicate with this potentially lucrative market in the digital age? Babies born today are likely to live to 120, requiring a reappraisal of outmoded models and thinking. Social media trends in emerging markets Despite 500 million accounts, Facebook isnt the dominant player in every market. As brands explore new territories, what is the social media
landscape like in the emerging markets? What are the new platforms to watch, and how can brands ensure they are best placed to take advantage of new local opportunities?


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Festival of Media Global report A companion guide to the Festival of Media Global, with contributions from speakers and commentators at Montreux. with case studies from the Festival of Media Awards winners. In-store innovations The global recession has helped refocus attention on shopper-facing activity. In-store strategies help to close the gap between promotion and purchase, and so deliver tangible ROI. What are the new technologies and strategies that can help brands convert a shopper to a consumer? Entertainment marketing Trends and best practice examples. As marketing strategies for lms, TV and music become increasingly elaborate, what is the future of entertainment marketing? Luxury brand marketing Luxury brands are nally updating their marketing practices. Once a glossy magazine back cover was enough, but todays high-end brands are experimenting with social media. How can they exploit new media channels and still retain that exclusivity which is such a fundamental part of their brand image? For more information contact Danielle Redwood:

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biographies Our panel of mobile experts

Velti is a leading global provider of mobile marketing and advertising solutions that enable brands, advertising agencies, mobile operators, and media companies to implement highly targeted, interactive, and measurable campaigns by communicating with and engaging consumers via mobile devices. Over the 10 years since its founding in 2000, Velti has extended its global impact with partnerships and acquisitions of leading providers of mobile marketing and advertising worldwide. In 2010, we acquired Mobclix, an important player in the rapidly expanding areas of mobile applications and analytics, giving Velti a mobile ad exchange that already connects 25 ad networks and more than 15,000 mobile application developers who collectively serve and monetise more than three billion mobile ad impressions per month. Also in 2010, we acquired Media Cannon, a developer of mobile advertising tools and technology, providing us with an expanded customer base and proprietary solutions that enable mobile advertising and mobile internet user experience. In 2009, Velti acquired Ad Infuse, a personalised mobile advertising company which has enhanced our revenue, global reach, and customer capacity.

The mobile marketing Association The Mobile Marketing Association (MMA) is the premier global non-profit trade association representing all players in the mobile marketing value chain. With more than 750 member companies, the MMA is an action-oriented organisation with global focus, regional actions and local relevance. The MMAs primary focus is to establish mobile as an indispensable part of the marketing mix. The MMA works to promote, educate, measure, guide and protect the mobile marketing industry worldwide. The MMAs global headquarters are located in the United States and it has regional chapters including North America (NA), Europe, Middle East and Africa (EMEA), Latin America (LATAM) and Asia Pacific (APAC) branches. Scott W Campbell Professor Campbell's research explores the social implications of new media, with an emphasis on mobile communication practices. His recent studies have investigated cross-cultural trends, mobile phone use in social networks, and use of the technology in public settings. His research appears in Communication Monographs, Journal of Applied Communication Research, Communication Education, New Media & Society, Communication Research Reports, Qualitative Research Reports in Communication, and other scholarly publications.

We love mobile We Love Mobile has spent the last few years creating and building great mobile experiences that combine the needs of a brand with the needs of their users. Our approach is inspired by creativity and insight, building campaigns, products and services based on a profound understanding of mobile user experience, technology and design. |