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Marcom 2014 MOBILE CAMPAIGNING
| Date post: | 18-Dec-2014 |
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Marketing |
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Marcom 2014
MOBILE CAMPAIGNING
After sailing round Europe for a living, former skipper Victor dropped his
anchor in the choppy waters of Hilversum (just outside of
Amsterdam). He has been dedicated to levelling up digital campaigns as Partner and Managing Director of
MediaMonks since Internet Explorer 5 (that’s 2003!).
MOBILE CAM
PAIGNING
Superb superintendent of everything mobile. Makes sure concepts big and
small fit into your pocket.
Victor KnaapMain Monk
Coen DoolaardHead of Mobile
WE ARE MEDIAMONKS
MediaMonks, the biggest creative digital production agency on the planet+. We work with the world’s best agencies for top brands, to turn great ideas into successful digital campaigns.
+Allegedly, current Monk-count is 200
ABOUT
We are a Creative Digital Production company !
BRANDS
AD AGENCIES
MEDIAMONKS
DIGITAL CAMPAIGNS
!
THE MOST AWARDEDDIGITAL PRODUCTION AGENCY OF THE WORLD+
+BY THEFWA IN 2013
– FWA HALL OF FAME – 21 FWA’s + 1 SOTM + PCA 2013 – 3 WEBBIES – 17 LOVIE AWARDS – 5 CANNES LIONS & INNOVATION
NOMINATION – 14 EUROBEST AWARDS INCLUDING 1X
GRAND PRIX – 11 SPINAWARDS (NL) – 3 SAN ACCENT AWARDS (NL) – 2 MEDIA & MARKETING AWARD (NL) – 1 MERCUR AWARD (NL)
2013
ACROSS MULTIPLE DIGITAL DISCIPLINES; INTERACTIVE FILM, FLASH, HTML5, GAMES, MOBILE APP, BROWSER BUILDS, ETC
Translating great ideas into mobile campaigns, using the unique elements of the medium. Our broad digital experience, enables us to work technology and platform independent. !
MOBILE
MOBILE IN CAMPAIGNS TELLING TALES WITH TECH
Let’s take a look at three cases where creativity and mobile technology have come together to produce something brilliant.
BEHIND THE SCENES
!
!
UNDERSTANDING TECHNOLOGY IS CRUCIAL
TO ROLL OUT A MOBILE CAMPAIGN
AFTER ALL…
“ADVERTISING IS 80% IDEA, BUT ALSO 80% EXECUTION.”
Sir John Hegarty
CASE #1: TELLING TALES BY MOBILE TECH
TO PROMOTE GEOX ‘AMPHIBIOX' (WATERPROOF) URBAN FOOTWEAR.
Goal
PROVE THEY’RE WATERPROOF (AND THIS TIME, CITYPROOF).
Strategy
GEOX 7 DAYS OF RAIN !One brave soul and seven days of non-stop rain, in sunny Barcelona. !
Let’s take a look at the mobile tech that enhanced this campaign’s execution:
TECH TALK
MULTI-PLATFORM DESIGN
FLOW & UX
DESIGN
!
•700,000+ unique visitors in six weeks •Average time on the website was 3+ minutes •Almost 800% more attention from mobile and
tablet devices, compared to previous year’s campaign
•Awards Site of the Day; Bronze and Silver Epica Awards; FWA MotD and SotD Awards; 2x Bronze Eurobest Awards, 2x Silver Eurobest Awards, 1x Gold Eurobest Award and the Promo & Activation Grand Prix.
THE OUTCOME OF 160% EFFORT
CASE #2: A DIFFERENT TYPE OF TECH FOR A DIFFERENT TYPE OF TALE.
!
USE GOOGLE TECHNOLOGY TO TELL THE STORY OF THE MISUNDERSTOOD CITY OF MARSEILLE !
!
!
Goal
BY USING GOOGLE STREET VIEW WE HELPED TO TELL THE STORY OF THE STREET ARTIST OF MARSEILLE DURING THE NIGHT.
Strategy
GOOGLE NIGHT WALK
Explore the sights, sounds and soul of Marseille in this interactive Nightwalk. !
!
Let’s take a look at the tech that enhanced this campaign:
TECH TALK
IMMERSIVE MOBILE WEB EXPERIENCE
•2 million unique visitors •40 million social impressions •88 million PR impressions •Press was most about the mobile experience •proclaimed best use of google maps (mobile) •FWA nominee
THE OUTCOME OF 160% EFFORT
A GREAT IDEA & BOLD MOBILE TECH THAT SOLVES
A VERY SERIOUS PROBLEM
AND FINALLY…
14 MILLION+ SOUTH AFRICANS Vulnerable to food
insecurity
THE PROBLEM
THE PROBLEM
A HUGE AMOUNT OF SCHOOL KIDS DON'T GO TO SCHOOL BECAUSE THEY HAVE TO WORK FOR THEIR FOOD.
25¢ $120Can feed a child for a day.
Can feed a child for a school year.
THE SOLUTION
ENSURE THERE IS A FREE LUNCH FOR THEM AT SCHOOL.
The Charity
COME UP WITH A SUSTAINABLE SOLUTION TO FEED SOUTH-AFRICAN KIDS IN SCHOOL THROUGHOUT THE YEAR, SO THEY STAY IN EDUCATION.
Goal
People are passionate about food They spend $992 billion a year eating out
They love it so much they take photos of it constantly.}
49% 6M49% of all food photos on the web are user-generated photos shared socially.
6million+ photos of food on Instagram alone.
Insight
HOW DO WE FEED PEOPLE WITH FOOD PICTURES?
FEEDIE !!
An app that turns foodies into feedies by transforming shared food photos into actual shared food.
Big idea
Let’s take a look at the tech that enhanced this campaign:
TECH TALK
!
•Currently running in NY, LA and Johannesburg •600 million media impressions •Traditional press coverage including Vogue, The
Huffington Post, Vanity Fair, Wall Street Journal and Time
•1,000s of social media posts •12 million meals shared so far!
THE OUTCOME OF 160% EFFORT
FEEDIES COMING TO THE NETHERLANDS SOON!
THANK YOU
