1. Trend Updates
July 2012
Mobile Advertising:
The $20bn opportunity mirage
What comes to your mind when we say mobile advertising?
Mobile ads, applications, location based messages, sms…
This update brings cases that showcase different ways to
use mobile advertising presented at Cannes 2012.

2. Trend Updates Mobile Advertising
July 2012
Hijacking customers from competition stores
Objective:
Meat Pack is the trendiest shoe store in
Guatemala, known for its special discounts in
limited edition kicks, including brands like
Adidas, Nike, Puma, and Supra. They needed
to launch a new promotion.
Solution:
To promote the new discount it created
Hijack, an enhancement for the official Meat
Pack app used by its customers. Using GPS,
Hijack was able to recognise customers
entering stores of one of the brands sold at
Meat Pack . The app triggered a promotion to
let them earn a discount that would start at Catch the case at -
http://www.canneslions.com/work/2012/mobile/entry.cfm
99% & decrease by a percentage with each
?entryid=15208&award=99&order=0&direction=1
second that went by. The countdown discount
made people want to hurry towards the Meat
Pack store, before the countdown stopped.
Those who reached the stores faster, got
better discounts.
Results:
More than 600 costumers were hijacked from
the competitors. All discounted merchandise
was sold in record time. Every time a discount
was redeemed the person’s Facebook status
automatically changed informing the world
about the promotion and generating a viral
competitive attitude that spread like wildfire.

3. Trend Updates Mobile Advertising
July 2012
Creating an emotional bond between parents and
children.
Objective: Building on BAND-AID Brand’s 90 year history of
healing the hurt, bring alive the magic of BAND-AID for kids
Solution: Magic Vision - An app featuring the Muppets, a
mobile AR experience that turns any ordinary BAND-AID Brand
adhesive Muppets bandage or box into a stage for interactive
entertainment.
BAND-AID Magic Vision was designed to amplify the magic that
takes away pain. Now, when a parent applies a Muppets Band-
Aid bandage to their child’s hand and scans it with their
iPhone/iPad mobile app, Kermit the Frog, Miss Piggy or Gonzo
the Great literally come to life to entertain away the pain. Miss
Piggy’s red carpet unfurls from the bandage, where she poses
and asks users to take paparazzi photos. Gonzo performs an
epic stunt designed to make kids of all ages forget their worries.
In the process, he gets stuck on your iPhone screen. (Shaking
is the only way to help him off!)
A fun and helpful new way for parents and kids to use their
beloved bandages.
Catch the case at -
http://www.cannes
lions.com/work/20
12/mobile/entry.cf
m?entryid=13648&
award=99&order=0
&direction=1

4. Trend Updates Mobile Advertising
July 2012
Generating more walk-ins
Objective: Emart is Korea’s No.1 discount store but its sales drastically decreased during
lunch time. The objective was to increase sales from 12 pm to 1 pm.
Solution: It gave people a unique lunch shopping experience using the sunlight at noon and
a shadow QR code. It installed a shadow QR code only available at 12PM to 1PM. When
people scan the QR code it is automatically linked to the SunnySale mobile homepage.
The users receive special offers including a $12 coupon. When users make a purchase on
the online store, it is directly delivered home.
Results: Over 12,000 coupons issued and new Emart membership increased by 58% in
February from the previous month. Sales of Emart mail increased 25% during lunch hours
in February and media coverage on the shadow QR code promotion over the past month.
The most
notable result
of the
SunnySale is
that it made
people
‘Sunny’ for at
least one
day.
Catch the case at -
http://www.youtube.com/watch?feature=player_embedded&v=ZMYFzQm62to

5. Trend Updates Mobile Advertising
July 2012
Changing attitudes
Objective: To help Toronto’s Hospital for Sick
Children manage and minimize pain. Find an
engaging way to encourage young cancer
patients to fill out detailed reports on the pain
they were experiencing.
Solution: To begin, young cancer patients were
enlisted as recruits in Pain Squad - a special
police force dedicated to hunting down pain.
Each kid was given an Apple iPhone loaded with
the Pain Squad Mobile App. Then twice a day,
an alert from Headquarters, told patients it was
time to complete their pain reporting mission.
Because the reports worked with iPhone’s user-
friendly touchscreen, kids could easily fill them
out. With a simple flick of the finger, they could
identify exactly where and how much
it hurt.
To encourage the young target to fill in reports
daily it also brought together the casts of
Canada’s top police dramas, Flashpoint and
Rookie Blue and filmed a series of inspiring
videos that deployed them throughout the App.
Results: Instead of approaching pain reports as
a chore, young patients have reportedly been
“looking forward” to filling in their reports and due
to this App’s overwhelming success it is now set
to rollout to 4 other Canadian hospitals.

6. Trend Updates Mobile Advertising
July 2012
Summary
People are increasingly spending more time on Smartphones.
Cases above showcase how mobile advertising can be innovatively
used to address various stages of brand building from awareness,
reputation, consideration & to generating leads.
Its for us to see which of our brand problems can be addressed by
this medium.
For more info call-
parul.budhiraja@gmail.com
strategic planning professional