vodafone mobile

7/29/2019 Vodafone Mobile

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Strategic partnership with leading and major local networks& publishers

Wide range of media buying models (CPM, CPC, CPA)

Individual solutions (awareness, brand-building, ROI-drivenactivities, CRM campaigns, strategies creations, mediaplanning and buying, concept development, creative

production and placement, ad-serving to campaignoptimization)

Huge range of target-groups utilization Httpoolsultramodern online advertising products & services

Direct access to leading global technology solutions

Httpool is the leading Central and Eastern

European full service online & mobile

advertising provider with international reach &

focus on emerging markets

CPM (cost per mile) price for 1000 impressions; CPC (cost per click) price for banner click;CPA (cost per action) price for action, which was made by user.

Operates 17 local offices (UK, Germany,Austria, Czech republic, Ukraine,Slovenia, Bosnia, Serbia, Macedonia,Bulgaria, Romania, Moldova, Argentina,India, Hong Kong & Singapore.


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Range of solutions from traditional to most

innovative custom mobile advertising products

designed to run interactive marketing campaigns

on mobile applications and mobile web sites.

Mobile ad campaigns allows to reach the

most wealthy and premium auditory

Iphone, Ipad, Blackberry and Android

smartphone users.

PREMIUMAUDITORY

INNOVATIVE

&FLEXIBLE


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Vodafone AdPlusProfessional Mobile Advertising services

Mobile Advertising Services


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Mobile advertising makes the dream of one-to-

one marketing come true.

It comes as the 7th mass medium

To complete the communication mix

To reinvent the direct communication

To increase the ROI

Print

Recording

Mobile

Internet

TV

Radio

Cinema


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Vodafone - Mobile Advertising is already a true

story throughout the world

18 countries in the

world

More than 10

different channels

based on messaging

& mobile internet

International

campaigns

opportunity

Spending budgets

increased in 2010


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In Romania, mobile penetration exceeded 135% of the

total population, meaning that whoever you want to

target you can find on Mobile

60% TV cable penetration 34% Internet penetration 11% Broadband penetration


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Some of our partners in 2009 & 2010

Plaza Romania

City Mall

Vega Hotel


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Advertising portfolio

Mobile

Channels

Online

Channels

Complementary

Channels

3 categories:



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SMS Push

What is SMS Push

Classic SMS received by customers based on their profile;

The receivers DB is built based on their acceptance of

receiving advertising messages;

They can answer either by SMS reply or click2browse

Multiple instances: Awareness, Promotions, Surveys

Talk to your customers through the short messages service. Experience the dialogue

160

characters

Interactivity /

6 messages

180,000 SMS

per hour

10 targetingcriteria +

Geo-location

4.9 mil

opt-in customers

-numeric

sender

Short number

De la: Medsana

Medsana Bucharest

Medical Center, una

dintre cele mai

renumite clinici

medicale private din

Romania, a deschis

vineri 01 august 2008,un nou centru medical

in Ploiesti, in str Gh

Grigore Cantacuzino,

nr. 193. Te asteptam!


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Piraeus Insurance Reinsurance Broker

a cobranded campaign with Vodafone

Campaign: Piraeus Broker te asigura, Vodafone te informeaza

Period: 13 July 12 August 2011

Mechanism: send a free reply to 2528 and someone will get back to you with moredetails regarding the mandatory house insurance. Automatically you will participate

to a contest where you can win 4 Ipads 1 and 4 internet mobile subscriptions of 4Gb, free for 3 months

Sender: 2528 (a short nr )

SMS text: Incheie asigurarea obligatorie a casei la Piraeus si poti castiga unul din cele 4IPAD + NET de la Vodafone! Raspunde gratuit cu DA! Detalii:www.piraeusinsurance.ro

Nr. of sms: 255,000 sms

Response rate: over 1%

Target: customers from some specific cities
http://www.piraeusinsurance.ro/http://www.piraeusinsurance.ro/http://www.piraeusinsurance.ro/http://www.piraeusinsurance.ro/http://www.piraeusinsurance.ro/http://www.piraeusinsurance.ro/http://www.piraeusinsurance.ro/


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SMS Insert

What is SMS Insert

Its a text notification received by prepaid customers

inside the bonus message;

Messages are positive ones, confirming a bonus

received from Vodafone

Similar benefits as push SMS campaigns.

Targeting criteria available

Strategically place your ad in the bonus notifications messages

100

characters

Interactivity /

High quality

150,000

per day

8 targeting

criteria

> 3 mil unique

customers per

month

sender

Vodafone

De la: Vodafone

Ai incarcat 3EUR. Credit

total: 4.5EUR

Incepand cu luna iulie

2010, in fiecare zi de

luni, Centrul Medical

Medsana Cotroceni iti

ofera 5% discount la

fiecare consultoftalmoogic.m.medana.

ro


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SMS Survey: Case study

SMS Survey on new Cartela VodafoneCustomers:

30,000 new Cartela Vodafone customers

were targeted with a SMS

Survey in December 2009

Interactive campaign with 6 questions forprepaid customers

Response rate: 12:%

Customers Survey: Asked Cartela Vodafone Users opinion about current promotion

Script: VF Prepaid Fall Promo Survey NO PRIZE

Date: 17-Nov-09

Romanian

Message 1 Ai fost ales pt un studiu despre Cartela

Vodafone! Raspunde gratuit la urmatoarele 5

intrebari. Esti interesat? Raspunde cu DA sau

NU

Reply possibilitiesDA go to message 2

NU Multumim pentru atentia acordata!

other end dialogue

Message 2 De ce nu te-ai combinat cu prietenii tai la

*147#?

Raspunde cu 1 = Nu stiam de oferta, 2 = N -

am avut cu cine sa creez grupul sau 3 = Nu

ma intereseaza grupul

Message 3 De ce n-ai activat optiunea 700min+700SMS

in retea +70min nationale cu 4euro?

Raspunde cu 1=Nu stiam de ea, 2=Nu am

credit, 3=Nu stiu cum sa fac, 4=Nu am

nevoie

Message 4 Mai utilizezi in acest moment servicii detelefonie mobila pe alte cartele SIM?

Raspunde cu 1=Nu, 2=de la Vodafone,

3=Orange, 4=Cosmote, 5=Orange+Cosmote

Message 5 Inainte de a-ti lua aceasta Cartela

Vodafone,utilizai servicii de telefonie mobila

de la alti operatori?

Raspunde cu 1=de la Vodafone, 2=Orange,

3=Cosmote, 4=Nu

Message 6 Ultima intrebare se refera la varsta ta.

Raspunde cu cifra care reprezinta varsta ta

in ani impliniti.

Message 7 Multumim pentru participarea la acest

studiu! Vodafone


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MMS Push

What is MMS Push

Based on their profile, customers will receive

advertisements through MMS;

Only clients which can receive MMS are targeted.

Waste is 0.

Answer possibilities: Click2Browse, via MMS, via e-mail

Send your commercial message the multimedia way

Text up to 1,000

characters

interactivity /sound, image,

text

15,000 SMS

per hour

10 targetingcriteria +

Geo-location

>1,5 milcustomers with

active MMS

-numeric sender

Short number

E-mail


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Case study

MMS with response The launch of the new BMW X5

Period: Oct 2010;

Target:

postpaid customers;

male between 30-57 years old;

very high income;

category: stylish techies and super users;

Volume: Almost 12.900 MMS acquired

186 collected answers

Response rate : 1,5:%


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Bill InsertBenefit from all the customer information in the Vodafone data base

the easiest wayto expose your

brand

high quality9 bill cycles per

month

geographic

flexibility

1,2 mil

consumers

200k business

no expedition

cost

What is Bill Insert

For your business its another important tool to

efficiently connect with your customer

In case you need a direct marketing solution

Vodafone has a good offering bill inserts;

You can insert flyers in the envelope whichcontaining the Vodafone invoice.

MEDSANA a

deschis un nou

centru medical in

Ploiesti

Medsana, a deschis vineri 01 aug

2008, un nou centru medical in

Ploiesti, in str Gh GrigoreCantacuzino.

Medsana Poiesti este cel de-al

treilea centru deschis in Romania,

dupa Clinica Cotroceni, inaugurata

in 1996 si Clinica Primaverii,

inaugurata in 2005, de Athens

Medical Group, lider pe piata

medicala din Europa.


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Case study

Combined campaign between Bill Insert

and SMS to maximize ROI

18,000 targeted inserts

SMS reminder after 2 weeks

Response rate: 5%

Playful background branding to encourage playing

De la: Renault

Doar pana pe 4 mai

poti castiga Noul

Megane sau o

excursie. Vino cu

talonul in

showroom-urile

Renault. Detalii pe

www.noul-

megane.ro. E timpul

pentru schimbare!


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Banners in Vodafone Live!

What is Vodafone Live! advertising

Its an infotainment portal on your phone

mobile;

Banners are placed in Vodafone live! portal, one

per each page.

Specific categories can be targeted

By clicking on the banners, customers can be

directed to a micro site or can call directly to a

phone number.

Make your commercial message go live!

your personal

portal

interactivity

with the

target

quality and

educated

target

unlimited

creative

solutions

over 600 k

customers

unlimited

creative

solutions


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Case study- VDF Live!

Excellent CTR vs. average web campaigns

Banners on: homepage, mobile TV, sport,

communities, games, news etc;

Average CTR: 1.35%;

No. of impressions: 262,987;

No. of participants at the contest: 3,537

people;

Prizes: 10invitations and 990 bundles of 100

minutes in VDF.

14 times more efficient than average internet campaign


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Vodafone.roAlmost 1 million people you can promote to

> 750 unique

visitors per

month

high quality

no clutter

geographic

flexibilitygood potential

reach

4 distinct

categories to

target

What are Vodafones website benefits All common formats accepted on

www.vodafone.ro pages

No clutter only one banner per page

Monthly unique visitors: over 750K

Page Views: 12 Mil Page views/visit: 7.8 (SATI reports)

Categories: business, consumer, youth & promo

hunters


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YouthSMS

What is YouthSMS

Young users (16-26 y.o.) can send 10 free SMS

per day from www.youthsms.ro web page;

In the process of sending the SMS, customers

will be exposed to advertising banners;

Most common formats accepted on

www.vodafone.ro pages

Excellent branding capabilities

Young people live mostly online

a fresh versionof MyX

interactivity with

the youngsters

no clutter

targeting criteria:

age & gender

over 50 k

customers

creative

possibilities of

advertising


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Case study

3 weeks campaign in November 2009

Full site branding and banners

72,000 visits;

21,121 absolute unique visitors

427, 577 page views

Totally rebranded website to suit advertisers need


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Mobi sitesProfessional Mobile Advertising services


Mobi sites benefits

All common formats for mobisites accepted

Monthly unique visitors: over 400K

Page Views: aprox. 3 mil

Categories: entertainment, news


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Targeting criteria


- Status Client - Active Default

- Opt-in required- Positive Default

- Client type(postpaid, prepaid) 0%

- Age (postpaid + partially prepaid) 20%

- Gender (postpaid + partially prepaid) 20%

- Residential address 20%

- Location based services 30%

- Geo lifestyle (postpaid + prepaid / analyzed based on network traffic) 25%

- Potential monthly income/Subscriber value (postpaid + prepaid)

(SAI - Postpaid Six Average Invoices; PCV - Prepaid Customer Value - 6m average )

- 450 RON + - ( 125+ ) (SAI 15+ / PVC 6+) 30%

- 1400 RON+ - ( 400+ ) (SAI 25 + / PVC 12 +) 40%

- Behavioral segmentation(postpaid + prepaid) 25%

- Type of services used(postpaid + prepaid) 25%

- Type of handset used (postpaid + prepaid) 15%

- Client solvency (postpaid) 40%


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Rate Cards


No. Mobile ChannelsRate Card

(000)

ChannelsInventory/

month

CoverageAudience

Selectivity

1 SMS Insert 40 EUR SMS3,5 mil

(avg)

7 mil

(max)No

2Text advertising

campaigns100 EUR SMS 4 mil 2 mil Yes

3 MMS campaigns 200 EUR MMS 2 mil 1 mil Yes

4 Bill Insert 100 EUR Flyer 2,2 mil 2,2 mil Yes

6 Youthsms.ro bannerebranding

60 RON2000EUR

web 540K 26K Yes

7

business

Vodafone.ro consumer

youth

eShop

95 RON

70 RON

60 RON

70 RON

web 8,2 mil 620K Yes

5 Vodafone live! 100 RON web 1,7 mil 490K Yes


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Appendix Other Case Studies


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Case study: Serbarile Timisoreana

In 2009: 8 campaigns between 25th of Jun and 13th of Aug

Concept: 3 centruies of history, leveraged through periods: 17th centruy, interbelique,

and modern times (80ties);

Wished-for target: man between 25 and 45 years old, postpaid

Desired cities: Constanta, Craiova, Resita, Timisoara, Satu Mare, Iasi, Bacau, Buzau

Volume: 58,000 SMS

Presence: a real success 585,000 people

In Aug 2010: 54,000 sms

10 cities targeted: Bacau, Braila, Tg. Jiu,

Timisoara, Resita, Oradea, Targoviste,

Ploiesti, Buzau, Constanta

A real success also!


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Mobile Advertising Services 26 February 2013

Case study:

Period: August 2010

Target:They targeted by geo lifestyle customers that have been near Unicredit

branches with ATM;

Volume: 52.000 sms

How did they measure?

a 20% increase rate in terms of transactions (ATM actions);

8% success rate in terms of new customers

SMS Text: Banca noastra e mereu deschisa. Depuneri, retrageri, plati facturi,

schimburi valutare. La orice ora, la aparatul Nonstop Banking. Vino sa vezi cat e de

simplu!


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Mobile Advertising Services 26 February 2013

Case study:

Period: November 2010

Target: They targeted active users with positive opt- in from Vodafone network:

age: between 25-55 y.o.;

cities with over 100k residents;

medium and high income.

Response rate: over 0.8%

SMS Text: Ia-ti un card de credit de la Bancpost si primesti CADOU 10% din valoarea

cumparaturilor din prima luna, pana la 150 lei.Raspunde cu numele tau si te sunamnoi.


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Case study

SMS & MMS with response Un plin la fiecare 15 minute

Period: September 2009

Target: postpaid customers who used their mobile phone in

close proximity ofPetroms stations

Split between SMS and MMS compatible phones

Response rate for SMS: 3.70:%

Response rate for MMS: 5.08:%

3-5 times more efficient than direct mailing


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vodafone mobile

Documents