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Unox – Unilever

The association with ice skating, the new year sea dive, family live and typical Dutch food, makes Unox <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Netherlands’ most Dutch brand.

Campaign:
Unox will always be Unox

Even though Unox is adding new products to its product line, such as ready made dinners and soups, everyone can be assured that Unox will always be Unox. To support the introduction of the new products, Unox updated its very familiar TV and radio commercial tune, which is now available as real, poly and mono ringtone on the unox website, www.unox.nl .

Goals:

-          Create extra brand awareness

-          Increase website traffic

-          Create buzz around the brand with an innovative mobile marketing campaign

Solution

Advertising agency Suntzu, responsible for the Unox marketing campaign, approached Emexus to convert the new commercial tune into all available ringtone formats. Besides that Emexus created all the necessary links between the Unox website and the Emexus Platform to enable the downloads. All visitors of the Unox website can now download the ringtone for free and are reminded of Unox every time their phone rings.

Results
The campaign is live since early November and first results are promising. Unox will start an online campaign soon to promote this years new year dive and with that increase website traffic and thus ringtone downloads.

About Emexus
Emexus is a global leader in the field of mobile services and specializes in Mobile Marketing, Mobile Entertainment, Mobile Internet and Customized Solutions. All mobile services are delivered through the unique Emexus Platform. The Platform enables companies to take maximum advantage of the latest mobile possibilities in an efficient and cost effective way. Emexus has offices in the Netherlands, the US and Malaysia and delivers mobile services to over 150 clients in 18 countries worldwide, including Philips, Vodafone, T-Mobile, ECI, Organon, PPGH JWT, Alex and Canal+. The mobile applications of Emexus are connected to the worlds' most important SMS aggregators, thus enabling clients to reach over a 1.5 billion mobile consumers world wide. For more information visit our website: www.emexus.com.

Brand: ALGIDA <?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

Company:  Aerodeon Turkey

Campaign: WHERE WOULD YOU LIKE TO BE WITH MAGNUM?

The Challenge:
With the beginning of summer season, competition in ice-cream market has risen tremendously. Algida, wanting to differentiate its Magnum brand from competition, decided to run a mobile marketing campaign which none of the competitors has ever done before.  

The Solution:
The main theme of the campaign was “Where would you like to be with Magnum?” Magnum offered its consumers to make a selection among <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Venice, Miami, Dubai or Maldives, and to text in the unique code that was written on the Magnum sticks. The reply texts were customized according to the location chosen by the consumer. The overall winner took a one-week/two-people trip to the location of their choice. In addition to the big prize, there were also instant win prizes on the sticks such as free Winners. With this campaign Aerodeon Turkey and Algida Turkey have brought life to a new implementation regarding the on-pack unique code system. Algida printed the unique codes on the ice-cream sticks for a campaign instead of the packaging, for the first time.  

The Impact:
The campaign has generated much more attention than expected both among consumers and Turkish press. And, by real-time reporting system Algida acquired a wide database as well as ice-cream consumption habits of its consumers.  

Brand: DORITOS
Company:  Aerodeon Turkey

Campaign: NAME THE NEW TASTE<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

The Challenge:
To increase awareness and build anticipation around the launch of a new variant of Doritos product range through an engaging and dynamic national promotion. 

The Solution:
An innovative and highly interactive on-pack SMS campaign that gave the consumer the opportunity to decide on the name of a new Doritos product. Consumers were invited to text in their name suggestions for the product, their first and last names together with the unique code found on scratch cards that came out of each package.  Prizes offered include: Smart Roadster, free counters, flirt packages (subscription based VAS service which includes flirting tips, party schedules and love horoscopes).       

The Impact:
A jury consisting of Turkish celebrities selected the name of Hot Corn` for the new product among all the contestants. The campaign has generated a very positive response and high level of consumer involvement it is successfully heightening the consumer experience.

Brand: PEPSI
<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />Company:  Aerodeon Turkey
Campaign: BE BRAVE, ACT AND WIN! 

The Challenge:
The competition in soft drinks market has increased a great deal with the stepping in of new local competitors.  So, Pepsi went for a ground shaking campaign with fabulous prizes such as three BMW 3.18 Cabrios, thirty Vespa ET4 150s and hundreds of bicycles.

The Solution:
Pepsi supported the campaign with all media channels. The unique codes were printed under the caps and pull tabs. By texting in the codes, every consumer acquired the right to get in the periodical draws. 

One of the most attractive aspects of the campaign was instant-win free airtime and SMS counters, which immediately captured the attention of a certain target audience group, aged 18-34.

The Impact:
The campaign has reached one of the most intense participation rates in mobile marketing history. 

As in every mobile marketing campaign Aerodeon <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Turkey runs, Pepsi was also provided with real-time reports. 

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MOBILE MARKETING CASESTUDY – PHILIPS SONICARE<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

Brand: Philips

Campaign: Introduction of the Sonicare Electronic Toothbrush

Goals:

- Build awareness on the newly introduced Sonicare Toothbrush

- Generate extra store traffic and increase sales

- Create buzz around the brand with an innovative campaign

Solution

As part of the promotion campaign around the introduction of the Sonicare Electronic Toothbrush in the Netherlands, Philips approached Emexus to develop a mobile marketing campaign. Billboards, brochures and the Philips website prompted interested customers to SMS their zipcode to a shortcode in order to receive information on the nearest store carrying the product. Emexus developed a ‘store locator’ application with in their platform, which mapped the nearest store based on the postal code and returned a free MO with address details and a route description.

Results

Results were above expectations. Over 3000 customers made use of this service the first week of the launch. Positive feedback has been received by participating retail chains and Philips is thinking of re using the format in new campaigns.

About Emexus

Emexus is a global leader in the field of mobile services and specializes in Mobile Marketing, Mobile Entertainment, Mobile Internet and Customized Solutions. All mobile services are delivered through the unique Emexus Platform. The Platform enables companies to take maximum advantage of the latest mobile possibilities in an efficient and cost effective way. Emexus has offices in the Netherlands, the US and Malaysia and delivers mobile services to over 150 clients in 18 countries worldwide, including

Philips, Vodafone, T-Mobile, ECI, Organon, PPGH JWT, Alex and Canal+. The mobile applications of Emexus are connected to the worlds' most important SMS aggregators, thus enabling clients to reach over a 1.5 billion mobile consumers world wide. For more information visit our website: www.emexus.com.

Brand: Kellogg’s Campaign Review 2004

Company: ipsh!

Timeframe:
Launched July 1st

Mechanics:
Direct traffic to the Kellogg’s web site where users can sign up via email or SMS to enter the Cingular phone sweepstake. Users get a confirmation sms, followed several days later by a quiz question, which they can respond to, via sms, and enter for a chance to win a mobile phone, and many other prizes.

2004 Results:
12474 SMS opt-ins
13096 SMS to Start playing (5 day lag)
6543   SMS to confirm answers
28059 Email opt-ins

Brand: Kellogg's Corn Pops

Company: ipsh!

Goals:
Create excitement and brand interaction with the Kellogg's Con Pops brand through delivery of mobile wallpapers and user mobile interaction.

Mechanics:
Campaign is a packaging, web, e-mail, sms campaign that enlists end user interaction with a “come-on” introduction to the contest web-page on packages of Kellogg’s Corn Pops. There were 6.5 million boxes printed with a web address, that brings consumers to the “Gotta be connected” web page (see below)

Once on the Kellogg’s page, users run through a series pf pop-up messages that capture user information including phone make/model, carrier, and a bunch of details to assure COPPA compliance.

Users select between e-mail and sms (before the handset/carrier pop-up) and once they complete the registration process they receive a confirmation and then several days later, a trivia question. The several days wait before delivery of the trivia was required by the client in order to spread or expand the timespan of the brand interaction. Several mobile carriers questioned this approach before agreeing to connect our short code.

For those registered via sms, the question comes with a multiple choice question, and they are instructed to reply with the letter of the answer. A, B, or C. Those that answer correctly receive a free Corn Pops screensaver, and a chance to win additional prizes, including pre-paid airtime, a free phone, or other prizes.

Results
12474 SMS opt-ins
13096 SMS to Start playing (5 day lag)
6543   SMS to confirm answers
28059 Email opt-ins

Brand: Dunkin’ Donuts

Company: Enpocket


Goals

• Entice trial of Dunkin’ Donuts hot lattes to high school/college age students in the Boston area
• Drive in-store redemption of $0.99 small hot latte mobile coupon in month of October

Mechanics

The SMS offer was sent to 7,500 targeted opt-ins.  Boston radio DJ’s invited participation; “text in to DD-123” each Thursday morning.  In addition, 400,000 Mobile Internet (WAP) ads ran in Boston targeted content.  Over 1,000 Dunkin’ Donuts franchise owners and workers were educated with marketing materials about how to help consumers redeem the SMS coupons.

Results

The targeted WAP and SMS messaging coupled with radio created a 21 percent increase in store traffic and redemption of the mobile coupon.  The SMS message promoted the viral element of the coupon.  This proved to be a very beneficial aspect of the campaign, in that 17 percent of participants forwarded or showed the message to a friend.  In the research subsequent to the campaign, 35 percent considered themselves more likely to buy lattes and coffee from Dunkin’ Donuts.

Brand: Procter & Gamble / Herbal Essences

Company:  M-Qube

Goals

• Leverage the mobile channel to reach target demographic of teens and young adults.
• Integrate with P&G’s nationwide marketing campaign “Never Underestimate the Power of Herbal”.
• Drive interactions with Herbal Essences music, content, images and messages on an ongoing basis.
• Strengthen the relationship with the target demographic and promote sales of hair care products.

Mechanics

In a milestone for the U.S.marketing industry, Procter & Gamble teamed with m-Qube to launch the first cross-carrier mobile storefront for a major packaged goods brand in the U.S.  The online mobile storefront is integrated with Procter& Gamble’s nationwide Herbal Essences marketing campaign, “Never Underestimate the Power of Herbal.”  Consumers can interact with Herbal Essenes music, content, images and messages at www.herbalessences.com/mobile.  Herbal Mobile members can send a text message to a friend, receive hair care alerts, take a compatibility quiz and download ring tones and images to their phone.

Brand: Snapple

Company:  Enpocket

Goals

• Increase campaign awareness of Snapple’s SNAFFLE promotion
• Keep Snapple on consumer’s mind during peak purchase hours
• Gather market intelligence and build mobile database for future re-marketing efforts

Solution 

Snapple’s mobile marketing program was built around “Snaffle”, Snapple’s main promotion for the critical summer months.  Snapple printed numbers on 225 million bottle caps that the public could then match with winning Snaffle numbers. The winning Snaffle numbers were announced on TV, on the web and delivered via text message (SMS), and allowed participants to win prizes.  Throughout the summer, twelve drawings were held and three prizes were offered at each drawing.  SMS alerts with the winning Snaffle numbers were sent out during lunchtime and peak purchase times of the day—maximizing on the strength of mobile communication. 


Results

Ninety three percent of all consumers who received the SMS alerts read them, and 24% were more positive about Snapple as a result of receiving the messages. 33% of those who participated bought additional Snapple products as a result.