DailyLions2012-1.pdf

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16 MOBILE Brands score with MOBILE ANDY FAVELL, EDITOR, MOBITHINKING.COM, LOOKS AT HOW MOBILE HELPS COMPANIES DELIVER STRATEGIC OBJECTIVES AS WITNESSED by the mountain of entries for the inaugural Mobile Lions, brands have made mobile their mission. Indeed, with six billion mobile subscribers worldwide (source: ITU), every company should aim to engage with customers via mobile Web, SMS, apps and ads. But mobile per se shouldn’t be the mission, it should be the vehicle, or one of the vehicles, by which the brand fulfils predefined strategic goals. This article analyses eight diverse mobile initiatives — suggested by mobile experts. In each case the creative idea marries the needs of both customer and brand, and uses mobile as part of the execution. Depending on your viewpoint, the creative idea may be inspired or mainstream; the use of mobile cutting edge or passé. But the mission is clear to see and in every case is more than just ‘We’ve got to be mobile’. Set realist business objectives. Execute using the most appropriate channel to reach the target audience. Deliver long term customer engagement. Mission complete. HEINEKEN STAR PLAYER (EUROPE 2011-12) GOAL: (for consumer) make sport on TV more fun; (for brand) deliver pro-longed brand engagement, capitalise on event sponsorship Heineken is a sponsor of the UEFA Champions League. Heineken Star Player is aimed at the 72% of the billion football fans who watch the Champions League alone at home. It enables football fans to play along — in multiple languages — with Champions League SUNDAY, JUNE 17,2012 matches on the Web or via a mobile application. To score points, players anticipate events that will happen live on the pitch, such as whether a goal is about to be scored. Players share scores via Facebook and compete with others in a global league. Star Player launched during the 2010/11 season and continued during the 2011/12 season. On average, brand engagement is 59 minutes per user, according to AKQA, the agency behind Star Player. To date, it has generated 370 news and blog articles, 24,000 tweets and has won 25 awards including Gold Cyber Lion at Cannes 2011. WWW.AKQA.COM/WORK/HEINEKEN/STAR-PLAYER HOMEPLUS (TESCO) VIRTUAL STORE (SOUTH KOREA, 2011-12) GOAL: more convenient shopping; increase market share Homeplus, the second largest retailer in South Korea, wanted to increase sales without the need to build more stores. The answer was a billboard campaign in n Heineken Star Player gave gamers the opportunity to play along with Champions League matches
a busy Seoul subway station, displaying supermarket shelves of products, which commuters could browse and purchase using their smartphone as they waited for a train. each product had a quickresponse (QR) code, which, when snapped using the phone’s camera, would drop the product into the customer’s online shopping basket. Goods are delivered, on payment, to the shopper’s home at their convenience. The campaign, devised by Cheil Worldwide, helped to drive 10,000 smartphone shoppers to the online store, increased sales by 130%, pushing Homeplus to the top spot in online grocery sales and proving the concept of the virtual store. Homeplus officially launched the virtual store in Seoul’s Seonreung subway station in August 2011, and has plans for 20 similar stores at bus stops. The smartphone app has been downloaded 900,000 times. The virtual store reportedly delivers sales of Won30m (€20,224) per week. international acclaim — helped by winning Cannes media lions 2011 Grand Prix — has led to retailers elsewhere copying the virtual store concept. LEGO LIFE OF GEORGE (US, 2011-12) GOAL: entertain and challenge; make lego relevant to the digital audience, expand the customer base Danish toy manufacturer lego combines the digital and physical worlds as it challenges people in a race to build models against the clock. launched in September 2011, The life of George mobile app (free download, Android and ioS devices), sets building tasks based on images from George’s scrapbook of travel pictures. The competitor uses a special box of lego bricks and building board (cost: €29.99) to recreate the image, then takes a picture with the smartphone, triggering the “brick-recognition software”, which stops the clock. Points are awarded according to accuracy and time taken. The mix of digital and physical makes lego more relevant to a slightly older demographic than usual — it’s marketed at anyone eight years upwards — particularly those with a penchant for computer games. The concept incorporates a narrative, based on George, a software engineer and wouldbe adventurer, and offers plenty of opportunity for new storylines. Since launch lego has introduced two digital updates with 45 new challenges. Sales statistics are unavailable, but to-date life of George has generated 165 news articles and 294 million page impressions and was a winner at the SXSW Awards 2012. HTTP://GEORGE.LEGO.COM/ n Building against the clock for Lego's The Life Of George has attracted an older demographic MCDONALD’S PICK’N’PLAY (SWEDEN, 2011) GOAL: entertain and reward; drive footfall in store, reinforce brand loyalty An interactive billboard campaign in Stockholm challenged passers-by to a game of table tennis (think back to the classic 2D arcade game Pong). To take part, the competitor goes to the mobile site, which uses the phone’s GPS to determine if they are in the game zone, and selects the mcDonald’s goodie they wish to win. Then they play the computer at table tennis, live on the digital billboard, using their phone’s touch screen to control the bat. if they last 30 seconds they win the selected prize — a mobile coupon is sent to their phone with directions to the nearest mcDonald’s outlet. All this completed without needing to download any app (it uses an HTml5-based web app). According to DDb, on the first weekend 460 people played in just five hours, resulting in 400 cashed-in coupons and the busiest Saturday of the year at the nearby mcDonald’s. The promotion is part of an ongoing outdoor media campaign crafted by DDb. WWW.DDB.SE/#/WORK/PICKNPLAYVIDEO/ NIKE+ (GLOBAL, 2006-12) GOAL: track, improve and share athletic performance; build customer loyalty Since Nike+ was launched in may 2006, it has grown to become a social network of six million runners. it has undergone SUNDAY, JUNE 17,2012 17 gradual reinvention as mobile technology has improved. it started with a motion sensor placed into a specially designed Nike running shoe, which enabled runners to track their performance using an Apple iPod music player. on completion the data was uploaded to the Nike+ website, where all previous runs were recorded, performance analysed and the experiences shared with friends. in 2010, Nike launched a mobile app that uses GPS and the device’s accelerometer to track running performance, offers motivation en route and broadcasts progress to the Nike+ website. The multi-language app went on to become the second alltime best seller on Apple’s App Store (US$1.99), according to R/GA, the agency that created the app, and has added nine awards to the brimming Nike+ cabinet. This year, Nike+ is expanding with smartphone apps to track basketball and training performance, using a motion sensor in the relevant shoes. Also launched this year, the NiKe+ Fuelband, worn as a bracelet, which tracks daily activity. Nike doesn’t disclose the exact contribution of Nike+ to annual sales or its marketing efforts, but Fortune magazine points out that Nike spends 40% less on TV and print advertising in the US than it did three years ago. HTTP://WWW.NIKEPLUS.COM SAFARICOM M-PESA (KENYA, 2007-12) GOAL: provide essential financial services; reduce customer churn, deliver revenue launched in march 2007, Safaricom’s m-PeSA enables Kenyans to use their mobile phone to transfer money, perhaps to a family member’s phone back home, for a small fee. Five years on, the service is used by 14.91 million people — 37% of the Kenyan population. Customers can reload their m-wallet or withdraw cash at a network of 39,400 agents. Financial services now include paying utility bills or school fees, in store purchases, mtickets, phone top-ups, paying wages, cash withdrawal from ATms and sending money from 45 countries overseas — all without needing a bank account or card. m-PeSA doesn’t need a smartphone or an app and works on the lowliest of handsets. To use m-PeSA in Kenya you must be a Safaricom customer. but this isn’t just a valueadded service, the annual accounts show m-PeSA generated 16% of the operator’s annual revenue in 2011/12. The service has won numerous awards and international recognition for Safaricom. m-PeSA is widely fff
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