smartphone campaign (2009)
Post on 12-Sep-2014
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DESCRIPTION
2009 Campaign strategy deck from OEM smartphone launch. Interesting to compare the consumer insights to the market now, now smartphone are a mass phenomenaTRANSCRIPT
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OEM Smartphone launch2009 Campaign strategy
July 2009
PowerPoint Face off
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Agenda
• Brief clarification
• Challenges & hurdles
• Insight
• Campaign premise
• Heroes
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BRIEF CLARIFICATION
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Clarification: device
Operator branded Touch phone
![Page 5: Smartphone campaign (2009)](https://reader036.vdocument.in/reader036/viewer/2022062613/5413077b8d7f72314e8b47aa/html5/thumbnails/5.jpg)
Clarification: services + software
Aggregation + PC Syncing
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Clarification: timing
Soft launch (now)Soft launch (now) Hero launch (in 3 months)Hero launch (in 3 months)
Services / SoftwareServices / Software
OEM branded handsetsOEM branded handsets
Hero handsetHero handset
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Clarification: marketing objectives
• Operational– Core digital marketing idea / platform– Easily adaptable experience assets and mechanics– Integration with local heroes
• Measurable outcomes– Make the operator cooler– Position the operator as adding real value– Deliver sales, particularly aimed at the Xmas run-up
• Cost savings– Leverage social networks as free media space
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HURDLESCHALLENGES &
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Hurdles: Heterogeneous vs. homogeneous
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Hurdles: Syncing
“I seem to run out of memory syncing ~5500 notes on a 128MB 3G. Either fails with error or crashes to home.”
“phone is still syncing. Ahhh, such a pain”
“backup the data on your mac first, if that's what you're syncing with.... If windows, then, erm... good luck?”
“If they really want to take the MSFT stranglehold on smart phones apart, they should mandate cross platform / open format PIM syncing”
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Hurdles: Device issues
• iPhone: Users exhibit unheard of data usage, product usage and brand loyalty
• Super users have high UI lock in
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Hurdles summary
• Aggregation and syncing are very hard, problems will be exposed immediately.
• Challenger brand to Apple
• Big hurdles to make users swap
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INSIGHTSWho are we talking to?
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Insight: Superusers behaviour
• Message to the limit of time / budget
• Don’t experience isolation
• Value SMS, IM and social networks
• Social media people are communicate addicts
• Self select similar communicators
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Insight: The real vs. the digital world
• The real and the virtual are already fused, it just hasn’t been made immediately visual.
• People don’t make arrangements, they negotiate real time
They negotiate and plan life in real time
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Insight: Real time
• “Real time taps into consciousness, search taps into memory. That is why it so potent. You experience the world in real time.” Edo Segal
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Campaign premiseWhat do we want to talk about?
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The product category
• The mobile has fundamental changed our society and culture.
• Operators and and handset manufactures focus on features and more recently vertical services.
• A social media product has more license to talk about real-time culture
![Page 20: Smartphone campaign (2009)](https://reader036.vdocument.in/reader036/viewer/2022062613/5413077b8d7f72314e8b47aa/html5/thumbnails/20.jpg)
Expand the product context to culture
• Activity
• Situation
• Relevance
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Campaign premise
• The product makes my life more real time
• I can discover and share more experiences
• I most value being the first to know
• My benefits are cultural not technical
Knowing first is cool
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HEROES?How does we use
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Local heroes
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Local Heroes, culture & real-time
Knowing first is cool
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Local Heroes, culture & real-time
Knowing first is cool
![Page 26: Smartphone campaign (2009)](https://reader036.vdocument.in/reader036/viewer/2022062613/5413077b8d7f72314e8b47aa/html5/thumbnails/26.jpg)
How does that work?
1. message to connect
2. fuel with status, content & utility
3. recruit an inner a high-karma group
4. dynamically feedback the high-karma
Only works with an authentic shared passion
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Campaign concept
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Where’s the product?
• Provides the platform for community and conversation
• Hero and and branded content is badged and performed via the device
• Naming conventions and micro messages include the product name
![Page 29: Smartphone campaign (2009)](https://reader036.vdocument.in/reader036/viewer/2022062613/5413077b8d7f72314e8b47aa/html5/thumbnails/29.jpg)
Community and great films
“Great films usually have a complex and complete back-story. The scenes of a film are given greater power by the depth and consistency of the back story. A brand should provide an immediate sense of story, but also have a back-story of sufficient complexity and depth to reward fans.”
![Page 30: Smartphone campaign (2009)](https://reader036.vdocument.in/reader036/viewer/2022062613/5413077b8d7f72314e8b47aa/html5/thumbnails/30.jpg)
Local market community toolkit
Local markets will to nurture a communities around their local hero that are:
– vibrant– active– self sustaining– embed the product and brand
Community toolkit and back-story process
![Page 31: Smartphone campaign (2009)](https://reader036.vdocument.in/reader036/viewer/2022062613/5413077b8d7f72314e8b47aa/html5/thumbnails/31.jpg)
Developing a back-story to fuel fans
1. Leadership
2. Sacred text
3. Semiotics
4. Ritual
5. Myth
6. Community
a revered icon or hero themselves
shared passion, common enemy and simple rules
graphic language to denote belonging
actions or activities the group performs
fables about the passion & leader
location the group should congregate
![Page 32: Smartphone campaign (2009)](https://reader036.vdocument.in/reader036/viewer/2022062613/5413077b8d7f72314e8b47aa/html5/thumbnails/32.jpg)
SUMMARY: MAKE REAL-TIME WAVES
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Core strategic recommendations
• Create a community focused around the passion of the local hero
• Have a toolkit to aid the construction and maximise the vibrancy of this community
• Attach the product to the cultural benefits of real time connection
• Use offline as the rabbit hole to form and connect community
• Form an inner closed community of super-influencers
• Feedback the community zeitgeist as a second phase
![Page 34: Smartphone campaign (2009)](https://reader036.vdocument.in/reader036/viewer/2022062613/5413077b8d7f72314e8b47aa/html5/thumbnails/34.jpg)
QUESTIONS?