http://media.blyk.com Blyk is the free mobile service for young people funded by advertising.

1. Blyk Works
Industry leading response rates
Maximising engagement
Some examples
Blyk
1 © Blyk Tuesday, March 3, 2009

2. A range of industry leading response rates
10% 72%
25%
Blyk
2 © Blyk Tuesday, March 3, 2009
Based on 2,000+ interactive campaigns

3. Cost-effective engagement
Average Response Rate Average Cost per
Medium
(%) Response (£)
Online advertising 0.5 £1.50
Email 2.5 £2.00
Direct Mail 2.0 £12.50
Mobile (SMS Push unprofiled) 4.5 £2.22
Blyk 25 £0.57
Sources: E-consultancy September 2007, trade estimates Feb 2008
Blyk: for a typical Blyk SMS-SMS-MMS dialogue (1000 x 7p + 25% x 7p + 250 x 22p = £142.5 CPM)
Blyk
3 © Blyk Tuesday, March 3, 2009

4. To move upwards in a downturn, invest in cost-efficient channels
“When times are tough, it's the time to invest not cut”
Sir Martin Sorrell, October 2008
“In a deflationary environment, advertisers have three options:
to return budget to the bottom line, to tackle more media
value, or to experiment with emerging vehicles.”
Billetts: Media Forecasts 2009
Blyk
4 © Blyk Tuesday, March 3, 2009

5. Maximising effectiveness – key findings
Blyk members are responsive and receptive
^
Industry leading response rates
^
• SMS generate higher response rates
• MMS result in higher engagement, receptivity and memorability
Value and reward increase engagement
^
• Seek their opinion; there is value in being heard
Good timing is appreciated and increases engagement
^
Members are more receptive to well known brand propositions
^
• Spell out the benefits and avoid obscurity
Build frequency through re-engagement
^
• Minimises wastage
• Builds a core customer super group
Blyk
5 © Blyk Tuesday, March 3, 2009

6. A successful campaign on Blyk should be
Relevant content to the right audience in the right location
Relevant
Time messages in line with activities, lifestyle and mindset
Timely
Rewarding Perceived value is not just monetary
Considered Clear, simple copy and include the right images where relevant
Amplify and build on other media activity, don’t just repeat
Complementary
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Skip
6 © Blyk Tuesday, March 3, 2009

7. Some examples
Relevant
Timely
Rewarding
Considered
Complementary
Blyk
Visit http://media.blyk.com for full case studies
7 © Blyk Tuesday, March 3, 2009

8. Brylcreem b:Range: increasing relevance through understanding
49%
Response
Demonstration of b:Range through engaging animation
^
Targeting 16-24 males on a Friday evening
^
Respondents sent follow up product relevant to their response
^
Analysis of sub-groups reveals distinct user types for future marketing
^
Blyk
8 © Blyk Tuesday, March 3, 2009

9. Dizzee Rascal: driving sales by engaging a relevant audience
34%
Response
“This age group in particular is difficult to
get to, and Blyk allows us to talk to them
on their own terms. They’re media savvy
and choose what they want to listen to and
when so the Blyk network is perfect for
spreading the message about our artists”.
Richard Willis, Head of Synchs Brands
and Mobile at [PIAS]UK
Promoting Dizzee’s new single direct to fans, independent of a record label
^
Teaser SMS sent 2 weeks before launch followed by a range of messages
^
“Help Dizzee get to No.1” sent on day of release to members who had engaged
^
Research showed 2,500 Blyk members bought the single that week
^
Equates to 6% of total sales Blyk
^
9 © Blyk Tuesday, March 3, 2009

10. Sky Sports: delivering a timely call to action
13%
Response
Drive subscriptions to the PPV Box Office event that night
^
Convert awareness from all other media activity to sale
^
Lower barriers to sale by delivering a number straight to the phone
^
Blyk
10 © Blyk Tuesday, March 3, 2009

11. Hostelling International: driving membership through timely dialogue
11%
35%
Click-through
Response
Sent to an 18+ audience in early June (post-exams)
^
Free membership with low barrier to entry
^
Simple, aspirational SMS drove responses
^
Cost-effective to follow-up with rich content to those who have engaged
^
Blyk
11 © Blyk Tuesday, March 3, 2009

12. The Futureheads: supporting independent music talent
24%
Response
Create a Blyk audience of ‘The Futureheads’ and other Indy music fans
^
Delivered a range of valued and engaging content via SMS and WAP links
^
Ticket giveaways, priority information and booking, downloads
^
Competition to ask the band a question – the best win an album
^
Over 3,500 in-depth questions received from over 10% of recipients
^
Blyk
12 © Blyk Tuesday, March 3, 2009

13. Lucozade: driving sampling through free offer redemption
10%
Click-through
Delivering a voucher for a free drink while out and about
^
Blyk developed educational MMS and WAP pages to aid redemption
^
Blyk generated 35% of voucher requests for 1% of media spend
^
Blyk
13 © Blyk Tuesday, March 3, 2009

14. Gorilla recruitment: simple, relevant use of text
51%
Response
69%
Driving awareness of Gorilla
^
20% Telephone number & URL
^
3% followed with a call
^
Clear relevant copy
^
Sent on weekday mornings
^
Blyk
14 © Blyk Tuesday, March 3, 2009

15. COI Connexions: facilitating dialogue on a sensitive topic
36% 33%
Response Increase in Traffic
Blyk relationship built on trust enables COI to ask a sensitive question
^
Respondents made aware of Connexions website for advice
^
Frank and open responses give insight into key issues on bullying
^
Blyk
15 © Blyk Tuesday, March 3, 2009

16. Disney Ratatouille: complementing and enhancing the media mix
49%
Response
Focussing the cumulative effect of the media activity to a relevant moment
^
High receptivity due to high awareness from other media
^
Exclusive content adds value and deepens engagement
^
Blyk
16 © Blyk Tuesday, March 3, 2009

17. Living TV: harnessing frequency to deliver engagement
24%
Ave. response
4%
Ave. click-through
Multi-step campaign to drive viewership of new reality TV show
^
Creating engaged audience groups based on viewership
^
A programme of a variety of regular, timely and relevant follow-ups
^
Delivering new information and content to each audience group
^
Blyk
17 © Blyk Tuesday, March 3, 2009

18. Youth Media that Works
200k opted-in and profiled 16-24s
^
Innovative and effective media solutions
^
Industry-leading results
^
Easy to plan and book
^
Delivering insight
^
Find out more at
media.blyk.com
Blyk
18 © Blyk Tuesday, March 3, 2009