Retail | Page 8 | MMA Global

Retail

Date:
August 2009
Client:
Edcon’s Legit and Yonder Mobile Media

Background:

Mobile Media is gearing up to complement traditional marketing such as print, radio and television. The versatility, ubiquity and mobility of mobile phones give businesses who invest in the dot Mobi domain an advantage of a bigger consumer market. Mobile advertising and dot Mobi domains are already reaching millions of users.

Overview
The fashion retail industry has a reputation for rewarding the trendy and dismissing the established or traditional, watch any reality show on Bravo or the CW for examples of such behaviors. Any business, however, that can enjoy longevity and sustained success has either defined and dominated a market segment by understanding and listening to its needs or embraced a culture of innovation – regardless of passing trends. Lane Bryant, the plus-sized women’s retailer, has done both.

Challenge

In the summer of 2008, the Universal Pictures México Home Entertainment marketing team wanted to offer an incentive for consumers to purchase the DVD for The Mummy 3, a recent theater blockbuster. The customer experience needed to be seamless, easy to understand and extend the movie brand.

Mobile Interactive Christmas )pontomobi interactive)
 
Background:
To the 2007 Christmas, Pontomobi Interactive created an unique and exclusive campaign for one of the biggest shopping malls in the country.
 
Goals:
Every end of the year, all Shopping Malls in the world starts their Christhmas Campaign and Decoration. For them, to have something different and unique is assurence of more visits and therefore more sales.
 
Solutions:
 
The idea was to creat the first Mobile Interactive Tree. An interactive SMS campaign that enable shoppers to interact and decorate an Interactive Christmas Tree in the Mall, with their own cell phones. A lot of different tools were used, among them:
Voice messages- The Viral Part.
To enable people to disseminate the Campaign, it was created an interaction at the Mobile Site that allowed visitors to send christmas Voice Messages, recored by “ Santa Claus”, to their friends.
After every Voice Message sent, the recipient receives a SMS informing the name of the sender and inviting him to visit the Mobile Site and know about the campaign.
Bluetooth- The Teaser Part.
A teaser campaign used Bluetooth technology to communicate with the public, informing them that someting new was about to come.
Since November 1st, Bluetooth devices installed in the mall central square distributed teaser messages of the campaign:
“Prepare yourself; soon you’ll join the first           Interactive Christmas in Brazil!Bring your cell phone.”
To encourage people to participate activating the Bluetooth, banners were positioned aroud the central square:
“Curious?Turn on your Bluetooth.”
The idea was to achieve people who were trying to “kibitzing” the assembly, wondering what would be the Shopping’s surprise for this year.
 
Results:
 
The campaign had over 650.000 interactions
400.000 interactions with the tree.
150.000 voice messages.
100.000 contents downloaded.
 
The McDonald’s SMS Lounge )12snap Germany)
Get mobile coupons from your ”homebase” restaurant!
 
Brand: McDonald’s
Agency: 12snap Germany
 
Author: Julia Susanne Schönherr
Date: 09-06-2008
 
GOAL:
 
Establish a long-term dialogue that drives people to the restaurant and increases sales. Offer them a service that gives them a real value. Build awareness by using a mechanic that presents McDonald’s as an innovative brand.
 
SOLUTION:
 
What do 99% of all people have in common? They love to get something for free! With the SMS Lounge, McDonald’s invited customers to save money with their mobile phone. One text message was enough to register at your favourite restaurant for the service. In the following months, people received a mobile voucher directly from the restaurant onto their phone every two weeks. The coupons – embedded in a QR code - could be redeemed by scanning them at the restaurant. Food delivery at it’s best!
 
RESULT:
 
Since its launch in July 2007, more than 10.000 participants have used this McDonald’s service. With the first of its kind mobile couponing pilot throughout Germany, the brand achieved response rates up to 29%!
 
 

Wine Enthusiast

Interactive Print Advertisement
 
Client Company:
Wine Enthusiast is a company run by wine lovers, for wine lovers and is dedicated to inspiring, creating and facilitating delicious moments with friends and family through the enjoyment of wine. Founded in 1979 with the launch of The Wine Enthusiast® catalog, the company currently addresses the wholesale, retail and consumer direct markets, including online, and is the world’s leading source for wine accessories, storage, information, education, ratings and events.
 
Objectives:
Wine Enthusiast wanted to use SnapTell’s Snap.Send.Get™ image-recognition based mobile marketing solution to create a long term brand relationship with their customers by letting them interact with print advertisements whenever and wherever they wanted. Another objective was to enhance the shopping experience of Wine Enthusiast customers, who are technology savvy, by extending the footprint of Wine Enthusiast print ads to the mobile channel.
 
Solution:
The Wine Enthusiast advertisements in Wall Street Journal, activated by SnapTell’s image recognition technology, prompted readers to take a picture of an advertisement with their camera phone to receive a special offer from Wine Enthusiast on their mobile phone. The offer was a coupon good for 15% percent off purchases of $100 or more at Wine Enthusiast.
 
Initially the campaign was planned to run between December 8, 2007 and December 31, 2007. However, given initial results, the campaign lasted through the end of January 2008.
 
Benefits:
  • First-of-its-kind national promotion from a major retailer
  • Responses received from various cities across US
  • Measurable print advertisement effectiveness by city, regional edition and time of day
  • Enhanced brand perception with target customers and media for innovative use of image recognition technology
  • Image recognition rate of 99%+
 
About SnapTell
SnapTell is revolutionizing the way consumers and marketers connect. Using a camera phone and SnapTell's innovative image-recognition technology, users can easily and instantly access requested information and content. Marketers can effortlessly create high-impact campaigns using existing collateral and can alter their messaging on the fly in response to SnapTell-provided actionable metrics. Currently, the company is in discussions with major brands and agencies with SnapTell solution deployment expected in the upcoming weeks. For further information on the company visit: http://www.snaptell.com
 
About Wine Enthusiast
Headquartered in Elmsford, New York, Wine Enthusiast is a company run by wine lovers, for wine lovers and is dedicated to inspiring, creating and facilitating delicious moments with friends and family through the enjoyment of wine. And, like the name suggest, we are unabashedly enthusiastic in this pursuit.  From stemware to storage, pairings to parties, tastings to ratings, Wine Enthusiast is the most trusted resource for anyone with a passion for wine and all the joy, romance, and fun that comes with it. 
 
Founded in 1979 with the launch of The Wine Enthusiast® catalog, the company currently addresses the wholesale, retail and consumer direct markets, including online, and is the world's leading source for wine accessories, storage, information, education, ratings and events. 
 
 In 1988, Wine Enthusiast Companies founded Wine Enthusiast Magazine to educate and entertain readers about wine and the wine lifestyle in an accessible and user- friendly way. In addition, Wine Enthusiast Magazine develops signature events for both consumers )Toast of the Town®) and the trade. The magazine and "Buying Guide" are also available online.
 
 
 Puma Mobile Video Ad Case Study )Rhythm NewMedia)
 
 
Background
In January 2008, Puma launched a mobile video ad campaign around the product launch of the new football boot, the Puma V1.08. Puma partnered with Rhythm NewMedia to deliver highly targeted video ads only to potential consumers aged 16-24 and male. Mobile advertising formed part of their widespread marketing campaign designed to increase brand awareness of the new boot. Rhythm provided precise targeting and concrete tracking and measuring unavailable to other mediums outside of mobile. The campaign used video ads on 3-UK and T-Mobile UK to reach the desired consumers. On the 3 UK Free Stuff video content of the Planet 3 portal, potential Puma consumers were able to enjoy quality content such as news, sports, entertainment and movies after watching a short ad. Similarly, on the T-Mobile web’n’walk application and t-zones application, potential Puma consumers had access to premium content from top content providers like ITN, Aardman, Fremantle, Hat Trick and Sony. These video ads were placed with Rhythm’s ad network using the media planning agency ZenithOptimedia and its non-traditional specialist media arm Newcast.
 
Quote
 
“Using Rhythm was a great choice because they not only gave us a fresh medium in which to use our existing TV ads, but also were able to provide precise targeting, exact reach and success metrics for our campaign” said Hamid Habib, Newcast
 
Objectives
  • Target only males 16-24, who are hard to reach exclusively
  • Increase awareness for the new Puma V1.08 football boot
  • Position the boot as the one that gets you to ball faster
  • Strengthen consumer ties to the Puma brand
Solution
  • Use mobile video ads to connect with consumers visually to grow their connection with Puma
  • Use Rhythm’s demographic information to add a targeted element to a broader campaign
  • Frequency manage ads to target audience
  • Provide consumers with the ability to watch a vast array of quality content ranging from, News, Sport, Entertainment and Movies on 3 UK due to ad funding
Results
  • Delivered video ad impressions as planned to only 16-24 males
The following brand awareness metrics were measured using Rhythm’s unique in-line brand awareness research solution
  • 39% spontaneous awareness recall
  • 71% prompted awareness recall
  • 38% correctly identified the Puma message that the V1.08 football boot gets you to the ball faster
  • 45% recognised that Puma released a new football boot
  • 45% felt more positive about Puma after seeing the add
 

 

AXE Video Download
 
Brand: AXE                                          
Agency: Aerodeon Turkey
 
GOAL:
Extending the marketing mix to an interactive mobile element while enabling consumers to try the Axe deodorant.
 
SOLUTION:
In order to communicate the new launched Axe TV commercial to the target consumers, Turkcell-im WAP site was an effective medium because of its interactive feature. So, the video has been adopted to mobile format by Aerodeon Turkey and broadcasted on the main page of Turkcell-im WAP site.
 
The thumbnail of the video has seen on the main page with 100% visibility. Thereby, all users who have logged in Turkcell-im, could see the video thumbnail. The ones who has clicked on the Axe video, has been directed to a landing page where they could download the new launced Axe video for free of charge.
 
RESULT:
The application started on 5th of March, and went on until 16th of March. In 11 days, a total of 63.998 videos have been downloaded by users for free of charge.
Electronic Retailer Second Act Takes Lead in Mobile Commerce
 
Company: dotMobi
Brand: Second Act

“Expanding to the mobile channel was one of the best moves we’ve made for our business -- we’ve increased our sales opportunities, revenues, marketing reach and customer satisfaction.”
 – Mark Redetske, CEO, Second Act

Company
Second Act is a leading electronics retailer that offers top brand, high-quality electronics merchandise at discounted prices to consumers across the U.S. Recognized as a leading e-commerce merchant, the company strives to deliver superior service, cutting-edge products and innovative shopping services for its consumers. The company serves a tech-savvy consumer base that is always on the hunt for a great deal.
 
One way they are able to maintain a leadership position is by staying on top of the latest technologies their customers use.
 
Challenge
Because "anytime, anywhere" accessibility is critical to Second Act’s on-going success, the company decided to explore the mobile commerce channel. To date, there are more than 250 million wireless subscribers in the U.S. alone, with nearly 40 million accessing the mobile Web on a regular basis. This presents a significant sales and marketing opportunity not only for Second Act, but for millions of other merchants nationwide.

Solution
Within two days, Second Act launched its own mobile shopping site by using mPoria’s GoMobile! Service on a .mobi domain. Specifically designed for retailers, the m-commerce Web site solution enables merchants to cost-effectively build, customize and monitor an entire mobile shopping site from a Web-based interface.  
 
GoMobile! m-commerce .mobi sites are compatible with the majority of handsets offered by major U.S. carriers including Verizon Wireless, Sprint and AT&T, which allows customers to research and purchase hundreds of products. Consumers can accss the Second Act .mobi m-commerce site by logging into http://2ndact.mobi.
 
Results
Second Act launched a simple holiday marketing campaign that offered rebates on merchandise purchased through their mobile site. The company started by distributing an e-mail to their database of customers announcing the mobile commerce site and holiday promotion. A mobile banner advertisement was implemented on the homepage of their e-commerce site that provided details about the promotion.
 
“Expanding to the mobile channel was one of the best moves we’ve made for our business,” reports Mark Redetske, CEO of Second Act. “With GoMobile!, we’ve increased our sales opportunities, revenues, marketing reach and customer satisfaction.”
 
In the short five week period Second Act ran their holiday campaign, the company realized strong holiday mobile sales that average  $1,350 per order. At the current pace, Second Act extrapolates approximately $1 million a year in revenue sales.