Case Study - Evenimente

Vodafone AdPlus
Professional Mobile Advertising services
2013 version
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Mobile Advertising Services
16 May 2013
AdPlus – Welcome to the future of Mobile Advertising
The mobile phone is the most established communication device in the world today
Why companies should choose AdPlus in their marketing mix:
STAND OUT
> Uncluttered
communication
> Differentiate from
competition
> Create innovative
campaigns
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IMPACT
HIGH REACH
> Excellent targeting
capabilities, more
than 10 targeting
criteria
> Almost 4,000,000
customers who
subscribed to AdPlus
service
> High interactivity
> Scalable service
according to
marketing budgets
> Cross channel
communication
> Advanced success
monitoring tools
> It’s always ON
16 May 2013
Mobile phone belongs to our intimate space
Over 98% of messages are read before being deleted
Intimate
(0.5m)
Personal
(1.2m)
Social
(3m)
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16 May 2013
In Romania, mobile penetration exceeded 135% of the
total population, meaning that whoever you want to
target you can find on Mobile
135%
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16 May 2013
Some of our partners
Clear verticals defined. More than 45% of Advertisers come back for other campaigns
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Mobile Advertising Portfolio
3 categories meant to help the mix and to support cross-functional communication
Mobile
Channels
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Online
Channels
Complementary
Channels
16 May 2013
SMS Push
Talk to your customers through the short messages service. Experience the dialogue
What is SMS Push
> Classic SMS received by customers based on their profile;
De la: Bergenbier
> The receivers DB is built based on their acceptance of
receiving advertising messages;
Iti plac lucrurile
nefiltrate? Incearca
noul Bergenbier
Nefiltrata din Grau!
www.prieteniistiudec
e.ro/bng
> They can answer either by SMS reply or click2browse
> Multiple instances: Awareness, Promotions, Surveys
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160
characters
α-numeric
sender
Short number
180,000 SMS
per hour
4.3 mil
opt-in customers
10 targeting
criteria +
Geo-location
Interactivity /
6 messages
Mobile Advertising Services
16 May 2013
Case study: Pizza Bella Italia
Campaign: Bella Italia is your lunch provider
Date & hour: 18 August 2011 (11 o’clock for business and 18 o’clock for consumer)
Mechanism: awareness campaign:- 2 openings in Timisoara & Caransebes
SMS text: Bella Italia iti face cinste si la domiciliu! Suna acum la 0736222xxx, 0762222xxx
comanda o pizza cu doar 10 lei si primesti o cola sau o bere gratis. (for both cities)
Sender: BellaItalia
Nr of sms: almost 10.000 sms
Response rate: over 2%
Target: 2 targets:
- active clients from the consumer area, postpaid, from Timisoara
& Caransebes, with age between 18-30 y.o
- business clients from Timisoara & Caransebes
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16 May 2013
Piraeus Insurance Reinsurance Broker –
a cobranded campaign with Vodafone
Campaign: “Piraeus Broker te asigura, Vodafone te informeaza”
Period: 13 July – 12 August 2011
Mechanism: send a free reply to 2528 and someone will get back to you with more
details regarding the mandatory house insurance. Automatically you will participate
to a contest where you can win 4 Ipads 1 and 4 internet mobile subscriptions of 4
Gb, free for 3 months
SMS text: Incheie asigurarea obligatorie a casei la Piraeus si poti castiga unul din cele
4 IPAD + NET de la Vodafone! Raspunde gratuit cu DA! Detalii:
www.piraeusinsurance.ro
Sender: a short nr 2528
Nr of sms: 255000 sms
Response rate: over 1%
Target: customers from some specific cities
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16 May 2013
Case study: “Serbarile Timisoreana””- a 3 years
partnership
In 2009: 8 campaigns between 25th of Jun and 13th of Aug
- concept: 3 centruies of history, leveraged through periods:
- wished-for target: man between 25 and 45 years old, postpaid
- desired cities: Constanta, Craiova, Resita, Timisoara, Satu Mare, Iasi, Bacau,
Buzau
- volume: 58 000 SMS and presence: 585 000 people
In Aug 2010: 54.000 sms
- 10 cities targeted: Bacau, Braila, Tg. Jiu,
Timisoara, Resita, Oradea, Targoviste,
Ploiesti, Buzau, Constanta
- a real success also
In June 2011: Timisoara & Mehedinti
Target: male between 18-45 y.o. and the mentioned county
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16 May 2013
Case study:
August 2010
- They targeted by geo life- style customers that have been near Unicredit branches
with ATM;
- 52.000 sms
- How did they measure?
- a 20% increase rate in terms of transactions (ATM actions);
- 8% success rate in terms of new customers
Text: Banca noastra e mereu deschisa. Depuneri, retrageri, plati facturi, schimburi
valutare. La orice ora, la aparatul Nonstop Banking. Vino sa vezi cat e de simplu!
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16 May 2013
Case study
Get traffic for DEDEMAN at store openings
Two stores opened with us in Bucharest:
> Almost 20,000 customers in the first day
Other stores opened in:
> Buzau
> Iasi
> Craiova
> Arad
> Brasov
Customers who shown the SMS received a
gift in the first day
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Mobile Advertising Services
16 May 2013
Case study
Create your own data base like Reader’s Digest did it
6,000 push messages:
> 8% Response Rate
De la: 2658
Vrei să fii norocosul
câştigător al unei
maşini Kia Cee’d
oferită de Reader’s
Digest?
> Collecting period : 6 days
Răspunde la acest
SMS trimitând
cuvântul DA şi maşina
ar putea fi a ta!
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Mobile Advertising Services
16 May 2013
SMS Insert
Strategically place your ad in the bonus notifications messages
What is SMS Insert
> It’s a text notification received by prepaid customers inside
the bonus message;
> Messages are positive ones, confirming a bonus received
from Vodafone
> Similar benefits as push SMS campaigns.
100
characters
sender
Vodafone
150,000
per day
> 2 mil unique
customers per
month
8 targeting
criteria
Interactivity /
High quality
Mobile Advertising Services
Ai incarcat 3EUR.
total:
Oriunde Credit
te intalnesti
4.5EUR
cu prietenii,
vrei sa
petreci cu
o bere
In perioada 1
adevarata!Bergenbier
aprilie- 15 mai ai
a creat ambalajul
de doua ori mai
multe puncte
potrivit pentru
fiecare
moment.Multibonus la
benzinariile Mol.
> Targeting criteria available
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De la: Vodafone
Ai incarcat 3EUR.
Credit total:
4.5EUR
De la:
Vodafone
16 May 2013
MMS Push
Send your commercial message the multimedia way
What is MMS Push
> Based on their profile, customers will receive
advertisements through MMS;
> Only clients which can receive MMS are targeted. Waste
is 0.
> Answer possibilities: Click2Browse, via MMS, via e-mail
Text up to 1,000
characters
>1,5 mil
customers with
active MMS
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Mobile Advertising Services
α-numeric
sender
Short number
E-mail
10 targeting
criteria +
Geo-location
15,000 SMS
per hour
interactivity /
sound, image,
text
16 May 2013
Case study
MMS with response “The launch of the new BMW X5”
> Campaign date: Oct 2010;
> Target:
– postpaid customers;
–male between 30-57 years old;
–very high income;
–category: stylish techies and super users;
> Almost 12.900 MMS acquired
> 186 collected answers
> Response rate : 1,5:%
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Mobile Advertising Services
16 May 2013
Case study
3-5 times more efficient than direct mailing
SMS & MMS with response “Un plin la fiecare 15
minute”
> Campaign date: September 2009;
> Target: postpaid customers who used their mobile
phone in close proximity of Petrom’s stations;
> Split between SMS and MMS compatible phones
> Response rate for SMS: 3.70:%
> Response rate for MMS: 5.08:%
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Mobile Advertising Services
16 May 2013
Location Based Advertising service
was launched in Aug ‘11
• 60 indoor locations
• National level
• Malls
• Retailers
• Underground stations in Bucharest
• Millions of people can be targeted monthly
• Potential customers receive SMS or MMS
according to their profile
How it works – Finding eligible customers
• Vodafone customer enters the monitored location
• Ad Server checks
• General Opt In
• Location Opt In
• Campaigns’ eligibility
How it works – Sending the Advertising Message
De la:
Mastercard
Plateste cu
Mastercard
cumparaturile de
la Carrefour si
poti castiga unul
dintre cele 1000
de premii oferite
Advertiser
• If the Vodafone customer is eligible, and we have an active
campaign in the location, a trigger is raised
• A SMS/MMS is sent immediately
A new service launched
Vodafone Coupons
• Send text or QR code coupons to
your potential customers
• Redeem the coupons in real time
using a simple Android Smartphone
• Monitor the campaign in real time
using an online platform
• Extremely useful in any kind of
location (retailers / events / pubs /
outside)
Use case for Vodafone Coupons
Customer
receives a
promotional
SMS
Customer
accepts offer
and receives
the code
Customer
shows the
code to the
bartender
Code
validated –
Customer
receives beer
Sender:
Sender:Bamboo
2520
Codul
tau
Azi
e mare
promotional
sarbatoareeste:
in
DU16VE
Bamboo.
Iar noi
dam prima bere!
Daca esti interesat
trimite reply cu
BERE
Mobile banners bring best targeting capabilities on
Romanian mobile sites
> Vodafone customers browse mobile sites with embedded capability
> Based on profile chosen a special Ad is displayed
> Banners offer click2call or click2browse functionalities
YouthSMS
Young people live mostly online
What is YouthSMS
> Young users (16-26 y.o.) can send 10 free SMS per
day from www.youthsms.ro web page;
> In the process of sending the SMS, customers will be
exposed to advertising banners;
> Most common formats accepted on
www.vodafone.ro pages
> Excellent branding capabilities
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a fresh version
of MyX
creative
possibilities of
advertising
no clutter
over 50 k
customers
targeting criteria:
age & gender
interactivity with
the youngsters
Mobile Advertising Services
16 May 2013
Case study: Fanta
25
16 May 2013
Case study
Totally rebranded website to suit advertiser’s need
3 weeks campaign in November
2009
> Full site branding and banners
– 72,000 visits;
– 21,121 absolute unique visitors
– 427, 577 page views
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Mobile Advertising Services
16 May 2013
Case Study- Samsung
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16 May 2013
Bill Insert
Benefit from all the customer information in the Vodafone data base
What is Bill Insert
> For your business it’s another important tool to
efficiently connect with your customer
> In case you need a direct marketing solution
Vodafone has a good offering – bill inserts;
> You can insert flyers in the envelope which
containing the Vodafone invoice.
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high quality
9 bill cycles per
month
the easiest way
to expose your
brand
no expedition
cost
1,2 mil
consumers
200k business
geographic
flexibility
Mobile Advertising Services
16 May 2013
Case study
Create your own data base like Reader’s Digest did it
August 2010
• 25,000 flyers inserted in Vodafone bills
• Collecting period : 1 month
• 27% customers called for the promotion
• 3,000 orders (12%)
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Mobile Advertising Services
Case study
Playful background branding to encourage playing
Combined campaign between Bill Insert
and SMS to maximize ROI
> 18,000 targeted inserts
> SMS reminder after 2 weeks
> Response rate: 5%
De la: Renault
Doar pana pe 4 mai
poti castiga Noul
Megane sau o
excursie. Vino cu
talonul in showroomurile Renault. Detalii
pe www.noulmegane.ro. E timpul
pentru schimbare!
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Mobile Advertising Services
16 May 2013
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Thank you
Mobile Advertising Team
Email: [email protected]
Mobile: +40 735 700000
Fax: + 40 37 202 1417
CDG International Center
Piata Charles de Gaulle 15, Sector 1,
011857, Bucuresti, Romania
www.vodafone.ro/MobileAdvertising
16 May 2013