MOBILE PRODUCT ADDED VALUE

gesammelten Treuepunkte

MOBILE ADVERTISING

MOBILE DIENSTE

MOBILE INFORMATIONSDIENSTE

MOBILE ENTERTAINMENT

LOCATION BASED SERVICES

MORE MOBILE CAMPAIGNS

BEISPIEL - KREATIVE KAMPAGNE

VIRTUAL AUGMENTED REALITY

PROFESSIONELLE KAMPAGNENPLANUNG I

CAMPAIGN SCOPE OUT OF SCOPE

MARKETING MISSION STATEMENT

NEEDS IN ALIGNMENT WITH MARKETING STRATEGY

BENEFITS

ASSUMPTIONS CONSTRAINTS

TARGET GROUPS

BUDGET

… …MARKETING

IT

OTHER

… …

… …

Total[in T€]

2010[in T€]

OBJECTIVES

A

B C

D

E

F G

H

I

J

PROFESSIONELLE KAMPAGNENPLANUNG II

FebruaryJanuary May

Today

AprilMarch June

Planning/Campaign Management

Phase 3

Phase 2

Preparation Phase

Phase 1

Fol

low

up

Execution &ControllingExecution &Controlling

Execution &ControllingPlanning Follow up Phase

Execution &ControllingPlanning Follow up Phase

Planning &Progressive Elaboration

Planning &Progressive Elaboration

Up

date

m

eeti

ng11

Overview

Relevance

Key Findings / Relevance

Pointed Mobile StrategyMobile Boarding via 2D-Code via Email/ SMSMobile Services – Expanding Customer Solutions

More Information

Key Topics

Published in year

Company / Product

Industry

Roll Out Concept by Agency

Lufthansa

Travel

MindMatics

Location

April 2008

Deutschland

Target GroupCustomers TG 1, Business people, HON-Customers

Success of the Campaign

Offering Customer new Mobile Solutions Nominated for the „Made for Mobile Award 2008“7.000 Boardings per week(Expanding route system to 400 routes)

Stand Alone / Integrated Campaign

Additional Services

Technology, Function &Deliver

Mobile Portal: - Itinerary- Check In, - Bokking Flights- Miles and More Overview

Mobile Boardcard (Etix)

Download Goodies:- Ringtones, Wallpapers …

Webpage

Special-URL

www.lufthansa.de

Mobile.lufthansa.de

Further Information:article_mindmatics.pdflufthansa_mobile-services.pdf

Overview

Relevance

Key Findings / Relevance

Outdoor-Campaing; combined classic and mobileHuge interactive Poster Tractor sound via SMS

More Information

Key Topics

Published in year

Company / Product

Industry

Roll Out Concept by Agency

Mini (BMW)

Automotive

Mediaplus/Plan.Net

Location

Februar until March 2006

Germany (Berlin + Munich)

Target GroupJoung People, style oriented mobile people

Success of the Campaign1st Place Marketing Awards 2007 „Wake the bull“

Stand Alone / Integrated Campaign

Stand alloneInteractive Huge Poster

Technology, Function &Deliver

Activate a huge poster via sms

Send an SMS to a certain number. The sms activates the steam inside of the poster and the bull will be waked up.

Webpage

Special-URL

N.S.

Movie

Further Information: MINI_macht_Dampf.pdf

http://www.youtube.com/watch?v=W0UuzwS2z-8&p=D898D48EDCCFEA4E&playnext=1&index=29

AUSBLICK

Overview

Relevance

Key Findings / Relevance

Positive Linking between new Technology and H&MCreate brand awarenessIncentives

More Information

Key Topics

Published in year

Company / Product

Industry

Roll Out Concept by Agency

H&M

Consumer Products & Retail

YOC

Location

2004

Berlin – Store Opening

Target GroupYoungsters, 14-29 in the area of Berlin. 120.000 members of the yoc Community

Success of the Campaign

- Get people the the point of sale

- Mobile Couponing: 78% Response in 48 hours

- 2.000 Incentives in 4 Hours

Stand Alone / Integrated Campaign

Integrated Communication Campaign

Technology, Function &Deliver

Permission Marketing & Mobile Couponing

Use Push-SMS Technology to choosen TGoriented YOC Community. Youngster get sms and invite them to send a code to a number. Get a coupon and threat it in via a coupon reader Incentive.

Webpage

Special-URL

www.hm.com/de

N.S.

Further Information:H-und-M_MM.pdfhm-kampagne.wmv

Overview

Relevance

Key Findings / Relevance

Local Based Services – PubfinderInfotainment Pub QuizViral Marketing Picture forwarding / Upload Facebook

More Information

Key Topics

Published in year

Company / Product

Industry

Roll Out Concept by Agency

Guinness

Consumer Products & Retail

Marvellous

Location

2008 – St. Patricks day

United Kingdom

Target Group

18-40 year olds, familiar with mobile technology, relaxed about sophisticated digital interaction

Success of the Campaign

More than 30% of the 35,000+ unique users downloaded at least one of the Java applications 12% lift in brand favourability & 3% clickthrough rate

Stand Alone / Integrated Campaign

Integrated: destination site, accessed via calls to action in press, radio, online and mobile media

Technology, Function &Deliver

Apart from basic information about Guinness and its products, the site with applications (Image Gallery, Pub Quiz) including:

Pubfinder – this enables users to identify pubs via LBS, postcode or area look-up

Webpage

Special-URL

www.guinness.com

guinness.marvellous.mobi

Further Information: Guinnes_article.pdf