Entry title
PwC mobilises recruitment with mobile internet launch

Section / Category
Financial / Recruitment

Campaign background and objectives
Targeting tech savvy university student PwC wanted to offer an alternative and immediate way to access recruitment information. To achieve this objective PwC has launched a mobile internet site as part of their 2007 student recruitment drive campaign. This marks the first time a top four professional services firm has includ<?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />ed mobile marketing as part of its overall marketing strategy.

Solution
Students are invited to text PWCEVENTS to 87222. A ‘WAP push’ message is sent back which opens a mobile internet site at the page of the nearest university to the student, using location based services. This enables them to see details of PwC recruiting events in their area and to view details of hundreds of jobs available.

To launch the site, PwC ran a month long text-to-win competition that offered students the chance to win a Mazda MX5 by texting MAZDA to 87222. Both mobile campaigns were promoted on the firm’s website, and on leaflets and events on and off campuses.

By integrating mobile into its recruitment strategy, PwC continues its standing as an innovative industry leader.

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

·          The text-to-win competition received 2,386 unique entries

·          Highest daily rate for competition entries was 283

·          The careers mobile internet site has so far received 620 unique visitors since its launch with a total of 1943 pages served

About Incentivated
Incentivated works with global brands to help them communicate with customers instantly and easily via their mobile phones.

We develop and manage mobile marketing campaigns and services on local, national and international levels. (Patented) technology, developed by Incentivated, allows our clients to reach people in all corners of the world and in many languages, using text messaging and the mobile internet.

We believe the mobile phone is an intensely private medium. Respecting this principle, our campaigns provide information that consumers find useful and welcome.

Founded in 2001, Incentivated's fast growing client base includes British Airways, Hilton Group, Carphone Warehouse, OneTel, Scottish Power and Macmillan Cancer Support.

Leaflet with text-to-win competition and call to action

PwC Careers mobile internet site

CASE STUDY: GARANTI BANK – IMPROVING CUSTOMER SERVICE AND PREVENTING FRAUD WITH INNOVATIVE WIRELESS BANKING SOLUTIONS

Garanti Bank is the third largest private bank in <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Turkey.  Operating in an extremely competitive global environment, improving customer retention and reducing fraud to increase the bank’s margins has become a top priority.  Garanti turned to MasterCard and mBlox to devise a fraud detection and alerting system that has been able to stop fraud in real-time and save hundreds of thousands of dollars in less than one year.

“Finally a fraud alert system that can immediately provide customers with the critical information necessary to detect fraud.”
-Koray Turfan, Fraud and Security Manager

Goals
The bank knew that its customers needed a way of staying informed of the daily banking activities, in an easy, non-invasive way – wherever they were in the world. The answer was to send information and alerts (including fraud alerts) via text messages direct to its customers’ mobile phones. Now customers can check the balance of their account, monitor the due dates and balances of credit cards, request a loan, top up their mobile phone and even transfer money – all through their mobile phone.

Solution
Until recently, Garanti Bank relied on expensive call centers with manual processes to handle alerts for high-risk transactions. Being able to stop fraud at its earliest stage has been crucial to Garanti - not only to decrease risk of multiple frauds and fraud losses but also to improve consumer confidence and loyalty. The solution is delivered by the combination of two leaders in their field, Aristion, MasterCard’s cutting edge fraud prevention application, and mBlox, the world’s largest mobile transaction network. This system simply enables Garanti to alert customers immediately to any high-risk transaction taking place on their account. Once an unusual transaction has been identified by the bank, Garanti’s customers immediately receive an SMS message to verify their transaction. If the consumer believes a fraudulent transaction has been committed, the bank can be notified to block further activity. This speed of response means cards can be blocked in a matter of minutes, reducing the number of fraudulent transactions and the impact for the bank and the customer. Furthermore, creating an early detection system with automated alerts also frees up time for call center staff who are able to deal with other urgent requests.

Results
The benefits offered by MasterCard together with mBlox’s worldwide connectivity have been numerous. Not only has Garanti Bank been able to prevent $403,000 of fraud within a year of the launch, but by detecting fraud early the bank has also enhanced customer satisfaction and confidence. In addition, by delivering a cost effective way of detecting fraud Garanti has been able to cut communications costs, yet remain one step ahead of their competitors.

“Since the initial roll out we have seen 99.92% customer satisfaction reported through our call center.”
-Koray Turfan, Fraud and Security Manager

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Campaign – Marketing Architects’ Text for information campaign

Company
Cellit Mobile Marketing – a premiere mobile marketing custom solutions provider (www.cellitmarketing.com) worked with Marketing Architects, a radio advertising placement company, to promote a student loan product.

Goals
The mobile campaign served five key goals for Marketing Architects’s client:

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1)      Appeal to the college-aged applicant’s use of new mobile technology.

2)      Provide additional points of contact with potential clients, increasing opportunities to recruit student loan applicants.

3)      Extend the company’s already existing radio campaigns to increase their efficacy and reach.

4)      Provide  additional information via text messages

5)      Track the effectiveness of the company’s radio campaigns through including unique text-in keywords in each advertisement.

Idea
Marketing Architects, a Minneapolis provider of best-in-class direct response radio solutions, launched, on behalf of a loan provider client, a mobile text-for-information campaign using the Cellit Mobile Marketing system. The campaign targeted the 18 to 24 year old college-aged audience who were prompted by radio advertisements to text in to learn more information about loans through the company.  Using Cellit’s SMS messaging solution, loan information was sent to the inquirer’s mobile phones, including a toll free phone number to the client’s call center to begin the loan application process. 

Results
Marketing Architects achieved tremendous success with the SMS call to action loan campaign. The number of responses to the call-to-action was remarkably high.  “Over fifty percent of those who texted-in followed through in contacting our call center for more information.” says Joanna Anderson of Marketing Architects. “We weren’t really sure what to expect in terms of the number of people who would actually call the call center off the auto-response message” , but in the first three weeks the company is already finding that just over fifty percent of individuals who received texts from the campaign are phoning the call center. “Those results”, continues Anderson, “are beyond what we originally projected response rates to be.” 

About Cellit, LLC  
Cellit, LLC (www.cellitmarketing.com) Cellit develops innovative and cost-effective self-service solutions for mobile marketing, as well as custom mobile solutions for some of the world’s largest brands.  With clients including Hearst Corporation, HSBC, and Coors Brewing, Cellit has a reputation for delivering groundbreaking custom mobile applications in record time.  Cellit’s self-service products are applications that allow smaller companies to easily manage their own mobile campaigns from start to finish. Cellit is headquartered in Chicago. Learn more at cellitmarketing.com or by calling 800-790-6597.

Cellit’s solutions include: couponzap (www.couponzap.com), custom mobile solutions (www.cellitmarketing.com) and House4Cell (www.house4cell.com) .

Campaign – PostFinance- Mobile paying by mobile phones

Company
Gavitec - A NeoMedia Technologies Company (neom.com).

Goals
Mobile payment provides an incomparable shopping experience combining ease with flexibility. PostFinance, the largest Swiss bank for private customers uses Gavitec standalone solution – EXIO – to provide mobile payment and allow customers to conveniently pay at various retail POS and PostShops in Switzerland using only their mobile phones.

Idea
After registering with PostFinance and subscribing the mobile payment services, customers receive a personified and unique Data Matrix code via text message. At the cash desk the client holds his mobile phone over the EXIO code reader. EXIO scans the personified code from the user’s mobile phone and communicates the data and the amount to be paid to the client’s bank. Within a few seconds an SMS is sent back to the mobile phone with the payment code and the amount of money to be paid. To confirm the data received, the client again holds his mobile phone with the payment code over the EXIO reader and enters his PIN-code to complete payment. The PIN is used to identify the customer as a mobile phone owner as well as the account holder.

Gavitec code reader can read barcodes and 2d codes sent as simple picture messages (SMS, EMS or Nokia Pictures) from mobile phone displays. This is the key to trouble free payment by mobile phones. Furthermore, the amount of money is not settled on the user’s monthly mobile phone invoices because Gavitec technology allows a direct<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

connection between the user’s mobile phone and his account. This technology brings enormous advantages for client and trade as even large amounts can be paid by mobile phone and the billing on the client’s account is carried out promptly and safely.

Results
In collaboration with system integrator Unisys and numerous partners from the retail sector like Mc Donald's, COOP, Migros, Mobile Zone, Interdiscount and the Swiss Federal Railways (SBB), PostFinance offers customers the opportunity to pay easily and safely by mobile phone in 23 locations of retail outlets, PostShops and fast food restaurants.  Around 1,000 people from the companies involved are taking part in this project. Three cash desks per company are equipped with EXIO scanners to make mobile payment possible. The technology will be introduced nationwide by the middle of 2006.

About NeoMedia Technologies
NeoMedia Technologies, Inc (www.neom.com) is the worldwide leader in Mobile Marketing.  Across our leading-edge mobile services providers, over 4 billion on-pack mobile marketing promotions have been enabled, including the largest-ever mobile campaigns. Today, mobile campaigns ranging from SMS/text campaigns to barcode-enabled campaigns can be launched and supported by a combination of applications, technology, and creative services. Our R&D efforts are at the forefront of the industry, creating next generation code-reading capabilities, visual matching, and mobile couponing technology solutions, as well as the world’s most creative, effective and fun mobile campaigns.  NeoMedia holds 27 patents with coverage in 14 countries.

Our global solutions include: qode (www.qode.com), 12Snap (www.12snap.com) Gavitec (www.gavitec.com), Mobot (www.mobot.com), and Sponge (www.spongegroup.com).

AKBANK – AXESS INTERACTIVE

Brand: Akbank (One of three biggest retail banks in Turkey)
Product: SMS + POS technologies
Company: Pharos Consulting
Partners: Valensas   

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

• Establishing an incentive program for market’s least rewarded work force: Cashiers
• Creating an activation program over customer touch-points for merchant groups
• Bringing a new dimension between the merchant cashiers and Axess POS machines

Solutions:

• Axess Interactive is launched as a breakthrough reward program for an extremely challenging B2B customer segment
• Axess Interactive is built upon a plastic-card loyalty program, whereas card activations are asked to be done through SMS
• Once again SMS technology and Axess POS infrastructure are integrated in order to reward accumulated transactions of a single cashier on Axess POS machines
• Over the application, cashiers are expected to activate their cards by sending their unique card numbers through a text message and to swipe on an ordinary day their cards at the start of their shifts. The system collects cashiers’ daily total revenue over their affiliated merchant’s Axess POS machine  
• SMS activation is automatically rewarding B2B participant with free counter units and call durations together with each pre-set revenue amount bringing one participation to the rich sweepstake from flat screen TVs to cellular phones

Results:

• A long-lasting rewarding infrastructure becomes available for the related segment
• Targeting loyalty among merchant network is reached
• Cashier performances are taken under track as well as cashier-merchant cross loyalty is also measured
• A successful response rate has seen and continuity of similar applications over the same platform is ensured
• Strong word-of-mouth is seen

AKBANK; WIN-AT-CHANCE IN BP

Brand: Akbank
Product: SMS and Banking
Company: Pharos Consulting
Partners: Valensas   

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

• Differentiating standard conventional merchant-based marketing efforts of Turkish retail banks, especially on consumer campaigns
• Supporting Axess penetration in BP merchant network through mobile platform
• Creating a fun to participate campaign idea in which a chance factor is embedded conceptually

Solutions:

• Axess card-holders’ gas transactions in BP during the campaigns are to be rewarded by CHIP-MONEY (bonus points) from minimum 4% to maximum 10% cash-back
• Axess card holders are asked to send their last 6 digits of their card numbers, Name and YTL amount of their transaction by an SMS message following to BP purchases
• The system automatically issues a cash back ratio from 4% to 10% instantly to be also text-messaged to Axess cardholder
• At the end of the campaign, Axess card transactions and mobile campaign data are matched for validity check and related CHIP-MONEY points are added to participants’ bonus pool afterwards.

Results:

• A semi-instant win mechanism was perfectly applied for the related merchant and similar implementations become available for other Axess merchant network members
• During the campaign, a remarkable daily participation is reached; the campaign reached a wide spectrum of BP customers holding Axess cards
• More than 250.000 transactions rewarded from 4% to 10% cash-backs.

AKBANK – AXESS & THE CITY

Brand: Akbank (One of three biggest retail banks in Turkey)
Product: SMS and Banking
Company: Pharos Consulting
Partners: Valensas   

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

• Encouraging female Axess card holders to increase their Axess credit card balances
• Creating group-psychology among close female Axess card-holders
• Directing targeted customer groups to Axess merchants with higher female expenditure potential (textile – Clothing, jewelry, fast food – restaurants, cosmetics and hair saloons)

Solutions:

• World-known “Sex & The City” concept has been applied on a member-get-member frame; customers are encouraged to form Axess-groups (not more than 3 card-holders) through SMS technology
• With group registration, each group member receives %2 CASH-BACK on each transaction in selected merchants, whereas 20 CHIP-MONEY added to their individual bonus point pool when total revenue of the group reached a pre-set expenditure target
• SMS technological design helps a card-holder to send by SMS last 6 digits of its Axess credit card together with her/his name in order to get 2 codes that can be shared with 2 other Axess card-holders for the group to be completed, once they are also text-messaged
• The system allows only one card-holder to be in a single group all the time
• Akbank also organizes SMS sending in order to inform members over group details and reward point performances

Results:

• A breakthrough back-office development was fulfilled
• During the 45-day campaign, more than 11.000 groups were formed
• Female neural network and card-holders personal proximities were defined at a great extent to form a group database
• On marketing terms, SMS proves itself to be an important mechanism, when smartly designed, for member-get-member applications  

         

Case Study: CNBC Squawk Box Fantasy Portfolio Challenge

Beginning April 4, CNBC Squawk Box viewers were able to prove their stock picking prowess in the CNBC Squawk Box Fantasy Portfolio game, where the winner received a Maserati GranSport.

Enpocket developed and managed the mobile components of the CNBC contest, where players could sell, buy and hold stocks purchased with virtual money called ‘Squawk Bucks.’ Each morning, players could earn Bonus Bucks by correctly answering a trivia question about that morning’s Squawk Box program using text messaging on their cell phones. Bonus Bucks could be used to buy more stock.  The richest player at the end of the game won the Maserati.

Objective:
CNBC wanted to add a level of interactivity between viewers and its program,  “Squawk Box,” by using mobile to engage the audience and create a loyal following.  They were also able to provide incentive for viewers to watch the program each morning.

Overview:
Viewers who went online to register for the Squawk Box Fantasy Portfolio Challenge were given the option of entering their mobile phone information to receive mobile alerts.  Every Monday morning at 8 AM an alert was sent to those participants to remind them to watch Squawk Box that morning to learn the answer to the Bonus Bucks question. 

Bonus Buck questions were sent out daily after the show aired.  The questions had to do with a topic that was discussed that morning.  Depending on the number of questions answered correctly, a participant could win up to 10,000 Bonus Bucks by correctly texting in the answer. 

Results:
More than 20% of registered contestants opted in to participate in the mobile portion of the game.  Thirty-five to 55% of participants responded to daily trivia questions. CNBC was able to introduce a new channel for interacting with its viewers and in doing so, have built an opt-in database of viewers for future promotions.

“CNBC Squawk Box Fantasy Portfolio is great example of how media companies are using the mobile channel to engage their audience and build a loyal following,” said <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Mike Baker, President and CEO of Enpocket. “This campaign also shows that mobile marketing can reach any demographic when it’s tailored to the audience and has high entertainment value.”<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

               


Brand: Denizbank (Upper Middle-size retail bank in Turkey)
Product: SMS and POS Technology
Company: Turkcell & Pharos Consulting
Goals: <?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

• Differentiation need in consumer credit card market against widely used mileage and bonus points rewarding
• Lack of instant interaction and mobile rewarding system within current credit card consumer market
• Promoting current credit card users to activate dormant Denizbank credit cards in their wallets
• Encouraging active Denizbank credit card customers to spend more
• The technological establishment to redefine the opportunity of sound provisional data collection through a reliable, fast and manageable format

Solutions:

• “Bingo Game” as implemented into the main customer offer – under the name of “Sea of Chances” – this traditional game, technologically converted into an SMS triggered mobile game, connected to credit card usage
• POS (point-of-sale) and SMS technology have been successfully integrated around banking infrastructure of Denizbank    
• Bingo cards, also physically sent to customers, are activated through an SMS. Each Denizbank credit card transaction, when swiped, was automatically assigned with bingo numbers upon some performance criteria, where matching number results delivered by a short message instantly
• Customers, reaching 1.Five, 2.Five and Bingo, were rewarded by extra bonus points also informed through their mobiles

Results:

• 35% of current credit card customer-base has been taken into the campaign, which quickly turns into a 2-year program due to its tremendous success
• Program-participants rapidly migrate to higher customer segments for various card type users
• “Sea of Chances” customers’ performances and overall customer-base are both carefully tracked and credit card customer segmentation is boldly in use to create both retention and acquisition micro-programs
• Multi-dimensional analysis is conducted to enlarge customer intelligence for credit card business overall