1 vodafone marketing solutions david handry

1 Confidentiality C3

Vodafone Marketing Solutions

David Hendry

05th June 09


Banners Editorial Alerts Push SMS/MMS Games Video Please call me On-line Print

Sept 2008

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Our media and brand customers – key insights and feedback

Current Viewpoint

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Customer Viewpoints – Mobile Marketing

David Hendry

May 09

40 percent of Brits would put up with adverts on their mobile phones if it meant they could access content for free.

KPMG, April 09

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Customer viewpoint depends on several things :

1 – The channel of communication

2 – The type of individual

3 – Previous Experiences

4 – How the question is asked ...

We’ll Look at customer feedback from a few sources :

Vodafone UE team buzz research

Mobile Marketing Association

Vodafone Stats…

Customer Viewpoints.D

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VF UE Buzz researchW

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Positives

Negatives

Issue

Users are more responsive to the ads when they have a relationship with the sender

What can we do ?

Continue to drive brand engagement in cross platform integrated campaigns – not one off disjointed marketing.

Users are open to receiving discounts and offers from trusted partners.

Develop opt in programmes and trial of voucher service

Banner ads are uninteresting and Pop Up ads are infuriating

Make sure campaigns are more creative and never allow pop-ups on mobile internet.

Users are worried about data charging for ads or messages they didn‘t request;.

Zero Rate brand pages when delivered through VFEnsure Opt-In messages not charged.

Perception of Spam – 72% dislike this. Manage Opt-In and frequency of ads

Advertising in return for some benefit generated some positive buzz – more than 50%

Develop programmes with affiilate marketing, vouchers or discount programmes to suit market conditions.

People worry about different things – as in all walks of life.VF need to position carefully and stick to privacy and value principles.


MMA Western Europe studies into mobile marketingT

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Mobile marketing is a new form of interaction with the market initiated and controlled by you, using mobile device and networks to inform you of products, events and services.

Faced with this description of marketing :

30 % mobile users are moderately to highly interested in mobile marketing

( Spain and Italy ~40% and UK, DE ~25% )

European 13-17, 18-24 & 25-34 age groups showed :

40 - 47% interested in mobile marketing.

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14% of the 18-24 age range have already opted in as below :

DE

Txt2Win & Voting 40%

Infos on Products 30%

Status alerts 35%

Sales/Discount` 35%

Vodafone application

originated Push MMS/SMS

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Receive Advertising for

products 44%

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products 44%

Sales/Discounts 32%

UK



Status alerts 25%

IT




products51%


A few case studies


Société Générale

• Société Générale objectives : to recruit new young customers

– Using the mobile as a targeting tool • Offer : 40 € offered for the 16-24 years old

– For each new open bank account

– 40 € credited on the account on MMS presentation

– From May, 11th to 18th

• Our proposition :MMS to Wap campaign : 40 000 MMS to Wap have been sent

• Results : 5,6% click ratio

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PromosLive SFR Profitez de l’offre exclu Celio : 30% de réduction dans tous les magasins Celio

Celio

• Celio objectives : Increase turn-over

• Offer : A - 30% discount at Celio’s stores, only for SFR subscribers

– Concept : the subscriber present the SMS/MMS with the unique discount code when he wanted to pay

– From May, 27th to June, 2nd

• Our proposition : A campaign on the promotional portal and a Direct Marketing campaign : 10 000 SMS Wap push

• Results (On 2 days) : More than 10% used the discount code

– More than 1 000 people paid with the discount code

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1 plein + 2.99€ = 1BDVisualisez les stations TOTAL sur la route de

vos vacances en cliquant ici : http://wap.total.fr

Voir conditions de l’offre sur www.total.fr

Ce message vous est envoyé par PromosLive SFR

Total Using the mobile as a targeting tool which allow Total to promote a special offer on the road : 100 000 MMS To Wap have been sending. When people clicked, the TOTAL wap site allowed them to found the nearest gas station.

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Reply with an SMS and you will be recalled by SKY!

SKY reserved to you an exclusive promotion! Reply with a SMS OK and you will be recalled by SKY - Info privacy vodafone.itOpzioniOpzioni IndietroIndietro

FreeTimeSMSFreeTimeSMS1/11/1

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OK

Subscribe to Sky - SMS Interactive:

• SKY and Vodafone signed a specific agreement in order to be compliant with the Italian Privacy Law• The SMS sent by Vodafone must provide the text ”Reply with a SMS OK and you will be recalled by SKY - Info

privacy vodafone.it”• Vodafone sent to SKY in the next 24 hours the list of the MSISDN of all the Vodafone customers that have replied OK

(customers who gave the consent to be recall directly from SKY)• SKY made outbound calls to Vodafone customers in the list, with the right to do it just for one time only• Average SMS response rate of the campaign: 0,96%, Customers already subscribed to Sky: 58,28%, New subscription

rate to Sky: 7,44%

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ATL BTL

TV Radio Press SMS Wayak IVR Outdoor

10Seconds

30Seconds

8 Mil.Subs

5 Mil.per day

858, 800,& 888

11Inserts

POS &Banners

How effective is Mobile Advertising?Case Study: The Promotion of Vodafone’s The “Super Dardasha” Tariff

Vodafone Egypt – Super Dardasha TariffT

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13%

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25%

3% 10%

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TV ads Radio ads Newspaper ads SMS Please Call me IVR Word of Mouth Billboards/ Streetads

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Source: Primary Research results and call out campaign

How effective is Mobile Advertising?Case Study: The Promotion of Vodafone’s The “Super Dardasha” Tariff

72%

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Vodacom - South Africa – Nike Mini Site

• Creation of Nike minisite, with WAP banner campaign highlighting and pushing traffic

• Brand provided all creative and content, Vodacom created and hosted the minisite in live! production environment

• 84K downloads by 35K unique MSISDN’s

• 16K video! (TVC)

• Post campaign analytics revealed MSISDN’s mid to high ARPU customers

• Exceeded Nike expectations by a factor of 5!

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Vodafone New Zealand – Electoral Register – Promoting Voter Registrations

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VF Activity Estimated market activity

TOP UP

TXT

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As @ 13/02/08 14:10

Prepay Bal:$0000.00

Expires:09/02/08

Last Call:01/01/20

For add-on info txt HELP to 756

R18 Freetxt name n adrs to 3676 2 nrol Elections NZ

To encourage voter enrolment amongst young adults in New Zealand for upcoming elections Client was running relatively heavy ATL campaign encouraging people to enrol to vote in forthcoming general elections. To reinforce and complement this campaign and to boost the shortcode response numbers towards tail end of campaign it was decided to run a sponsored sms campaign. The campaign used text ads, featuring the shortcode, inserted into “top up” and “balance alerts” to successfully drive up response amongst VF-NZ prepay customer base.

- People eligible to vote (i.e. over 18) that have not yet enrolled to vote - A skew towards 18-20 year old i.e. 'first-time' voters

Key Results

Very visibile spike in activity to the shortcodeAn average daily activity of greater than 485contacts compared to average daily marketactivity of only approx 250T

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Vodafone Turkey – Pepsi/Burger King – Sales promotion

Key Results

7,3 million text to win entries

1,6 million unique Vodafone customers participated – 11% of customer base

To launch a mobile driven sales promotion campaign that would increase Pepsi sales during the key “end of summer + Ramadan period”

Target audience was Vodafone subscribers who consume a range of Pepsi products - Pepsi, Pepsi Max, Fruko, Yedigün

The promotion used a text to win offer contained in the bottle cap – Customers who texted in the special code received 5 free credits to their Vodafone account

An additional Stay Online element rewarded customers for remaining on Vodafone network with extra credit. Customers needed to wait up to 48 hours for a follow up message. If they replied to the message they received more free credits & the chance to win money redeemable through an ATM

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Key Results

6 week long campaign

300,000 unique users exposed to brand message

3,000 3000 downloads of ad funded Real Football game

3,6 % clickthrough rate on mobile banners

3500 + SMS/MMS Olympic alert subscribers activated by SMS campaign

30,400 page views of Nivea branded sports content by 6590 users

Vodafone Hungary – Beiersdorf – Nivea for Men

To allow Beiersdorf to trial VF HU’s Mobile Discovery Programme, and investigate the ability of mobile marketing to reach and engage with a target audience of Males aged 20 - 40.

The Mobile Discovery Programme is a packaged & integrated solution that includes

SMS/MMS, Branded AlertsMobile Banners, Online banners on www.vodafone.huMagazine advertising within Vodafone customer magazineBranded ad funded games

Links from all media encouraged customers to visit a Nivea mobile site to find out more about the Nivea Sport product offering.

A range of engagement opportunities were offered from a free Nivea Football game to a branded Olympics Nivea sports alert and a Nivea branded sports content service

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QUESTIONS PLEASE?

1 vodafone marketing solutions david handry

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