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NMA Live Mobile Apps for Marketers Jason Cross 26.03.10

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What makes us different <ul><li>Positioning </li></ul><ul><ul><li>Award winning, independent, full service Mobile Marketing and Mobile </li></ul></ul><ul><ul><li>Advertising agency. We service clients’ needs using all mobile formats </li></ul></ul><ul><li>Industry leadership </li></ul><ul><ul><li>MMA, IAB, AA, IDM, DMA, ISP, Marketing Society </li></ul></ul><ul><li>Clients </li></ul><ul><ul><li>Advertisers, agencies, media owners, publishers, the public sector and </li></ul></ul><ul><ul><li>charities; no adult services or gambling </li></ul></ul><ul><li>All in-house technology – the buck stops with us! </li></ul>

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Messaging Gateway & Software Company Mobile Marketing Platform Marketing, Creative & Advertising Agency <ul><li>Campaign strategy, concept & management </li></ul><ul><li>Design, build & hosting of WAPsites* </li></ul><ul><li>Mobile advertising planning & buying </li></ul><ul><li>Consulting, insight & post campaign analysis </li></ul><ul><li>SMS, PSMS, MMS, LBS, 2D barcodes etc </li></ul><ul><li>Mobile content management system** </li></ul><ul><li>Design & build of handset & server apps </li></ul><ul><li>Mobile marketing </li></ul><ul><li>Email marketing </li></ul><ul><li>WAPsite (mobile internet) publisher </li></ul><ul><li>Self-serve functionality </li></ul>Clients Global acquisition, retention (CRM) and m-commerce campaigns and solutions *Includes iPhone and other ‘smartphone’ specific sites // **Phone capabilities database Incentivated – How we work with clients Engagement is spread across all three elements

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2001 Founded 2004 Awarded tender for Mayor of London 2005 Appointed as sole mobile agency on COI roster 2007 Best Mobile Marketing campaign & Best Mobile Campaign 2002 ‘ iris’ Version 1 launched 2006 Short listed for O2 most inspirational London business 2008 Global Mobile Advertising award 2009 Won 7/8 Mobile Awards Mobile Marketing Association Won 7/8 Mobile Awards We are industry pioneers

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AGENCIES Who’s using the mobile channel? Incentivated’s balanced portfolio of agency and brand clients BRANDS

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Our award - winning campaigns 2007 WINNER Best Mobile Marketing Campaign of the Year 2007 SHORTLISTED Top 20 inspiring companies in London 2007 WINNER Best Mobile Campaign 2007 FINALIST Best Recruitment Campaign 2008 Official Honoree Mobile Advertising 2008 WINNER Best use of an emerging digital channel in CRM 2009 WINNER Silver award, Alcoholic drinks industry Silver award, Targeted digital promotions 2009 WINNER Best Charity and Voluntary Sector Campaign 2009 WINNER Content Award 2009 WINNER Gold award, Public Sector & Charity Gold award, Best Use of Mobile Silver award, Best Data/Media strategy Bronze award, Best use of new technology Bronze award, Best DR print advertising 2008 WINNER Bronze award, Public Sector

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SMS Location based Alerts MMS Bluetooth Sampling Applications Mobile video Mobile ticketing Mobile Internet Mobile donations Text & Win What can you do with mobile?

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Recycle for London Case Study “ Evil Bin” iPhone and Java game application

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<ul><li>80% of Londoners believed they recycle ‘a lot’ or </li></ul><ul><li>‘ everything they could’ </li></ul><ul><li>Recycling rate was in fact less than 20% </li></ul>2006

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<ul><li>Londonwide advertising, utilising: </li></ul><ul><li>TV </li></ul><ul><li>Radio </li></ul><ul><li>Online </li></ul><ul><li>Outdoor (Buses and tubes) </li></ul><ul><li>London Paper media partnership </li></ul>“Starve Your Bin” Campaign Top down London wide campaign 33 London boroughs Localise and extend the campaign Local comms, utilising: Local press advertorials Truck panels Lamppost banners PR templates Event sponsorship

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Surrounding media campaign communicates the main message

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Whilst TV and radio bring the evil bin “to life” See the video: http:// www.youtube.com/watch?v =Sj93a_g3Oks

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To support the campaign, we used mobile to drive engagement*, and reinforce recycling messages *Research shows a 25% improvement in advert awareness and understanding when the audience has “engaged” with the campaign in some manner…

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We used mobile advertising to further drive application downloads

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welcome pages for iPhone/Java application

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game play builds messages about recyclable materials

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Competitive aspect leads to data collection and app “life”

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send to friend encourages game to be shared

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A fully accessible app: via SMS, mobile media banner or app store

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Campaign Results 67% (of Londoners) had seen some form of Starve Your Bin advertising in the previous month Of those: 78% said it raised their awareness of the issue 79% said it reminded them to recycle more 71% said it encouraged them to recycle 64% said they recycle more as a result of the campaign London recycling rate*: 2002-03: 9% 2005-06: 18% 2007-08: 22% 2008-09: 25% *municipal waste only: anything the councils are responsible for collecting, so typically household, small businesses, some schools and hospitals, and street bins

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Campaign Results Recycleforlondon.com visits Pre campaign (Sept 08) saw an average of 145 unique visitors per day. During burst 1 (mid Nov to mid Dec) average of 759 unique visitors per day with high of 1120. During burst 2 (Feb 9 to March 11) average of 502 unique visitors per day with high of 812. Online advertising statistics Opportunities to see an online ad: 6.2 million unique users at a frequency of ave. 2.3 Online video plays - 3.4million 11,500 clicking through to website via the ads 10,000+ advert plays on YouTube 30,000+ advert plays across London-centric and niche blog websites such as EcoStreet

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Campaign Results <ul><li>Mobile Statistics </li></ul><ul><li>The mobile game had been requested by over 18,000 people (to April ’09). </li></ul><ul><li> </li></ul><ul><li>It increased from around 6000 to over 18000 after a booost from: </li></ul><ul><li>- An SMS push to Blyk users (4158 clicks to WAP game site) </li></ul><ul><li>- Mobile phone advertising across Yahoo and Orange mobile domains (3844 and 1855 clicks respectively to WAP game site) </li></ul>

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See the film: http:// www.youtube.com/watch?v =gMi2w-XX1UM

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Thank You Any questions? [email_address] @jcmobile10 www.incentivated.com

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INSPIRATION GUIDE: ACQUISITION [email_address] Public Sector: Recycle for London www.incentivated.com/publicsector Business Need: To extend “Starve your bin”, RfL’s fully integrated campaign, to a younger audience in a fun and engaging way which educates users about what can and cannot be recycled and encourages them to tell others . <ul><li>Functions: </li></ul><ul><li>Game </li></ul><ul><li>Forward to friend </li></ul>The Solution: A mobile game was developed for Java enabled phones as well as the Apple iPhone . It was promoted via the iTunes App Store , in mobile Advertising and through PR . Users could text BIN to 62967 to launch a mobile internet site from where they could download the game . The aim is to collect recyclable materials in the recycling bin and leave non-recyclable items for the bin bag (the ‘Evil Bin’). A score leaderboard encourages competition and ‘send to a friend’ functionality makes it viral . Mobile game makes recycling fun