1

Effectively Drive Target Audiences to Offline StoresBauhinia Paints Sales Promotion

• Best Mobile Marketing Technology Provider, EnfoMedia New Media Marketing Award 2010

• Best Creative Award, 2009-2010 iResearch Annual Brand Marketing Award

2

Objective Strategy

Strategy Recap

1. Improve awareness of Bauhinia Paints among target consumers

2. Improve offline sales in the 10 core target markets

Effective Reach

Content and geo-targeting

Advanced Technologies

Geo-targeted ads for each different city/province to effectively engage target audiences

Interactive Creative

Track and reach target audiences across Internet and mobile platforms

3

Internet +Mobile: Integrated Digital Media Delivers Effective Reach

• Modern consumers are surrounded by different media, among which Internet and mobile are the most important media touch points

• 360° reach target audiences with integrated Interent and mobile media

Office

Home

Commute Home

Commute to Work

4

HenanPresents at Store

ZhejiangHappy Lottery

JiangsuEnjoy Shanghai Expo

Closely Coordinates with Offline Promotion Plan

• Geo-targeted ads on both Internet and mobile to effectively reach consumers in different target markets

• Coordinates with offline promotion plan to maximize ad effectiveness

5

Internet: High Impact Interactive Ad Formats

• High impact rich media ad formats on Internet to effectively build awareness• Geo-targeted ads with in-banner registration to maximize conversion rate

6

Mobile: Geo-targeted Ads Most Effectively Engage with Target Audiences

• Invite consumers to participate and share anywhere and anytime via mobile• Consumers receive promotion SMS immediately after submitting registration to most

effectively attract target audiences to visit offline stores

1. Click to enter promotion WAP site

2. See geo-targeted promotion information and acquire registrations

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3. Receive targeted promotion SMS and visit offline stores

Mail product brochure

Promotion offers at local stores

Identify users’ geo-locations with IP addresses

7

Integrated Campaign Effectively Improves Conversion Rate

3~5 Times Better

Internet Internet + Mobile

8

Real-time Optimization Maximize ROI

• Track campaign effectiveness in real-time and continuously optimize media portfolio and creative to maximize ad effectiveness

Optimize media and creative as users' interests falls in week 2

Week 1 Week 2 Week 3 Week 4

9

Traditional Mobile Ads vs. AdChina Mobile Ad Network

Traditional AdChina

Ad Formats

Media Resources

Only text linkCPD Model

Advanced targeting: Mobile device, content and geo- targeting

Only WAP sites

Consolidates leading WAP sites and APPs to reach over 200 million mobile netizens

Banner and text linkAbove the fold, large sizeHighly attractive

Almost no targeting capability

Targeting Technologies

10

Volvo C30 Test Drive RecruitEffectively Attract Target Audiences to Register

11

Obejctive Strategy

Strategy Recap

• Improve awareness of Volvo C30

• Attract target audiences to register for C30 test drive

Effective Reach

Target smart phone users to most precisely reach target audiences

Advanced Technologies

Mobile banner ads most effectively deliver ad messages

Highly Attractive Ad Formats

Track and reach target audiences via mobile platforms

• Men-skewed, Age of 25-45

• Businessmen and white collars as core target group

Target Audience

12

Content Targeting and Mobile Device Targeting Most Effectively Reach Target Audiences

Content Targeting

Mobile Device Targeting

News

Finance

Sports

Fashion

Smart Phones

Broad Reach Precise Reach

13

Mobile Banner Effectively Attract Target Audiences to Register for Test Drive

3.Read event details and register

4.Collect registration data in real-time

1.Open an APP and watch banner ad

2.Click on ad to visit brand WAP site

14

Effectively Reach Target Audiences

EX-S200 New Product Launch

15

Background Strategy

Strategy Recap

Effective Reach

Frequency capping, real-time optimization, and geo-targeting to maximize ad effectiveness

Advanced Technologies

5 high impact ad formats to engage with target audiences at the point of contact

Interactive Ad Formats

Track and reach target audiences across Internet and mobile platforms

• Casio EX-S200 new product launch

• Product feature: fashion & slim, perfect quality, high performance

• Improve brand awareness with intensive brand exposure

Objective

• Age of 23-35• White collar women

Target Audience

16

Internet +Mobile: Integrated Digital Media Delivers Effective Reach

• Modern consumers are surrounded by different media, among which Internet and mobile are the most important media touch points

• 360° reach target audiences with integrated Internet and mobile media

Office

Home

Commute Home

Commute to Work

17

Internet: High Impact Interactive Ad Formats

18

Mobile: Effectively Catch Audiences' Attention• Mobile banner ad most effectively catch eyeballs and improve product awareness• Click on ads to visit product site and get to know detailed product information

Visit product WAP site for detailed information

Click on adMobile APP Banner

WAP Site Banner

Click on ad

19

Intel Starcraft II Campus Competition Campaign

20

Objective Strategy

Strategy Recap

• Enhance awareness of Intel Core i5 via mobile platform

• Invite target audiences to participate and attract persistent attention

Innovative Approach

Employ attractive ad formats that effectively engage target audience

• 18-25 year-old males

• College students

Target Audience

Precisely target end-users with geo and mobile device targeting

Advanced Technologies

Highly Attractive Ad Formats

Track and reach target audience via mobile platforms

21

Advanced Targeting Technologies Ensure Precise Audience Reach

• Mobile device and content targeting effectively target the mainstream college demographic• Geo-targeting technology precisely reach college students in event cities and attract target

audience participation for persistent involvement

Geo-targeting

Mobile Device Targeting

Content Targeting

Entertainment GameSNS

Beijing Shanghai Guangzhou Tianjin Shenzhen Shenyang Hangzhou Chengdu Xi’an

College Students

22

Eye-Catching Ad Formats Effectively Engage Target Audiences

Read event detailsand register on WAP

site to participate

Invite friends to participate and incites viral marketing effect

Open WAP site and see banner ad

Click on ad to visit event WAP site

23

Bridge Mobile and PC Internet to 360° Reach Target Audiences

Data-sharingCompetition progress an

d news

Display Data

User DataUser RegistrationsFriend Invitations

Mobile Campaign WAP Site

Internet Campaign Website

Content sharing between mobile WAP site and website provides up-to-date data that ensures persistent user engagement