Mobile Marketing, Engagement & Analytics for the Next Billion Consumers

Mobile Marketing, Engagement & Analytics
for the Next Billion Consumers
A bit of what we’ve done
410+
Million
ZipDials
and
counting…
•
•
•
•
2 to 50 times more engagement across all customer campaigns
Live internationally, primarily in India, Sri Lanka and also Caribbean
Patent-pending technology
Headquartered in Bangalore with core team of 25 developing the platform
in-house and building the business
Simple for consumers
User simply
zipdials…
080
3005000
One ring
…then keeps
engaging
Text
message,
Call back,
Content
Ongoing engagement & brand loyalty
ZipDial to engage
in the real world
Hello India - Abaran
India Today Spice (Jul)
1.0x
Harpers Bazaar
Marwar
Femina - Abaran
Marie Claire
.0x
.5x
1.0x
1.5x
2.0x
2.5x
ZipDial Analytics
informs marketing
Follow for ongoing
engagement
Voice, Text, Smartphone App
Users share &
recruit friends
Rich analytics drives higher ROI
ZipDial Analytics:
• Product Performance &
Campaign Management –
Tracking ROI on Media
&Creatives
• Engagement Flows – Tracking
user lifecycle
• User Analysis – Profiling
across campaign engagement
2 to 5 Times More Engagement
ZipDial = Frictionless + Accessible = Big Results
Active
Engagement*
141,000
in 2 years
955,000
in 2 years
0
84
435
265,000
since day 1
in 6 weeks
1,900
2,100,000
since day 1
in 10 months
1,119,0000
Pan-India and
since day 1
0
147
since day 1
37,000 for AntiCorruption;
2,007,000 for all TOI in
4+ years
0
72,000
1,100 have
them in circles
in 4 years
464,000
136,000
in Kolkatta alone,
in 1 week
4,600,000
for all of TOI since day 1
for only Anti-Corruption
in 3 weeks
11,700
1,000,000
since day 1
in 6 months
*Brand results in India, as of October 2012
*Facebook Likes. Twitter Followers. Google+ Followers. ZipDial Engagements
Nerolac Brand Awarenes - Festival Season Promotion
Celebrity Interactive Voice Engagement
• Objective: Maximize awareness of the new line of
Healthy Homes Paints
• Sharukh Khan calls you back in conversational
style if you want to know about the and the
dangers of VOCs
• This Geo-Targeted campaign allows users from
certain circles to get an option to request
information on the premium HomeStylers service
• Users could also download SRK’s ringtone
Interactive Missed Call Contest – Easy for Kids too!
The Watch & Win Experience!
• Disney Channel partnered with ZipDial to provide
Disney viewers a toll-free, month-long contest
• ZipDial provides Missed Call numbers that are flashed
on the TV screen astons at different times during the
day, one at a time, each with a different point score
• Viewers ZipDial the number to earn those points
• Users get a SMART SMS response with the number of
Points Earned and their Total Score
• The highest points for the days are the eligible
winners. Total scores are reset each night
Results
• 60 Lakh ZipDials (missed calls) in 1 month!
• Repeat participation grew every day,
extending viewer engagement
• Top 5 Circles: Andhra Pradesh, Delhi,
Maharashtra, Mumbai & Madya Pradesh +
Chhattisgarh
The ZipDial Touch
• Automated SMS Group Opt-In management
for Push Notifications on Daily Winners
• SMART SMS gives a personalized user
experience for first time diallers, Custom
Point Scores, warning messages to spammers,
and a special SMS to repeat diallers
• Real-Time Reporting and Daily Spam Tracking
& Winner Reports
• Mobile partners with user behavior insights
Increase Response Rates
Sampling Verifies Users, Builds DB
Fast Moving Consumer Goods, Product
Sample Distribution with DDB Mudra
•
•
•
•
•
• National Product Sample distribution campaign
• Over 6 Lakh Razor samples distributed to unique
customers authenticated with a ZipDial in paid
and free trials
• ZipDial samples promoted at high-traffic locations
by field agents– each agent has own number
• Daily reports by geography tracked Brand
manager & by ZipDial as an independent 3rd party
Referrals Increase Reach of Brand Messages
Salman Khan voice message with selling points for Guard Razor
Trial message reached 2,000 people from Uttar Pradesh DB from
previous Sampling program through a push outbound dial
Referral service increased brand message reach by 49%!
High value referrals were 2.5x more likely to listen to full 55 sec.
message & 2x more likely to make referrals themselves than those
being pushed the OBD by the company
SMS Sports Content gratification given for 4 referrals; 3.2 Ave.
Referrals per Active Referrer
PATENT PENDING - ZipDial PROPRIETARY & CONFIDENTIAL
Pledges & Sponsored Content Channels
Front Page TOI Ad
Brand Building
in coordination with BBDO
• Gillette’s 1st National Branding campaign in
India, a people’s movement to rededicate the
Gateway of India to the soldier in all Indians
• ZipDial number promoted in TOI (kickoff),
Facebook, and in ZipDial’s Cricket Score Mobile
Channel (9 million impressions)
• Received 10 lakh pledges in 3 months!
• ~7.4% click through from Cricket Channel
Impressions
PATENT PENDING - ZipDial PROPRIETARY & CONFIDENTIAL
TV Quiz Contests
Cadbury Bournville & The Dark Knight
•
•
Fast Moving Consumer Goods,
Brand Engagement & Activation
•
•
•
Fast Moving Consumer Goods,
Brand Engagement & Activation
In partnership with Disney Brand Solutions
•
Warner Brothers’ The Dark Knight &
Cadbury Bournville Joint Contest for a free
trip was promoted on Bournville
packaging & in TVCs
Dialling the Call2Action Number on TV
returned an SMS Quiz to reinforce brand
messaging & activate Bournville sales
Only correct answers were eligible & must
keep wrapper to be eligible
Contest promoted in TVCs on Disney
Channel
Two ZipDial numbers with Quiz
Response options 1 and 2 shown
numbers on screen
Viewer must dial correct answer to be
eligible for prize.
Consumers will keep using mobile differently
Projected mobile growth in India
1000
900
800
700
Smart
phones
600
Feature
phones
500
They want to
engage with
brands today
400
300
200
100
0
2012
2013
2014
2015
2016
ZipDial is
for 100%
of users
They are half the world’s population
Over 1 Billion consumers age 13-40
in initial target countries alone
“give me a missed call”
“dame sinpa”
“I’ll just flash you”
Thank you!
ZIPDIAL PROPRIETARY & CONFIDENTIAL