1. WHO WE ARE

Founded in 2002.
WE Pure-play agency for mobile

KNOW and tablet activity.
Offices in London, West

MOBILE Africa and East Africa.
Led by insight and creativity,
powered by in-house
technology.
Multi-award winning.
Alex Meisl, Sponge Chairman:
Also Chairman of the Mobile Marketing Association.

Jo Rabin, CTO:
Co-chair of the W3C committee on mobile
standards.

+44 207 612 1910 / INFO@SPONGEGROUP.COM 2

ABOUT SPONGE

WE’VE
DONE
GREAT
WORK
WITH…


LONDON2012.COM STATS

431m visits
109m unique users
15m app downloads
4.73bn page views
4.7m social followers.

60% via mobile

THE PARADOX OF MOBILE


THE GOOD, BAD AND THE UGLY

On average, the time difference between first
search and purchase is one month on the web
and one hour on mobile



34% of US smartphone users cancelled their
planned purchase in store, due to information
they got from their mobile phone.



70 % of smart phone users research products
in store
over 15% of online Christmas shopping via a
mobile device
> 50% smartphone penetration



80% of companies advertising on Google in
the UK do not have a mobile optimised
version of their website



488 million smartphones were shipped
during 2011, compared to 415 million PCs



4 out of 10 shops will shut in the next five years
as consumers turn their backs on traditional
stores in favour of online shopping


THE MOBILE CONUNDRUM

Mobile is the ultimate personal
device. ItIt can drive loyalty better
device. can drive disloyalty better
than any other channel


MOBILE STRATEGY

Don’t Develop a mobile
strategy
Develop a strategy for
your mobile audience


Mobile has both caused and enabled
an irrevocable change in consumer
behaviour


‘The end of lying?’

Gerd Leonhard – Media Futurist

AND
YET…..


VAST MAJORITY OF CMOs ARE
UNDERPREPARED TO MANAGE THE
IMPACT OF KEY CHANGES IN THE
MARKETING ARENA


Consumers don’t need (want) marketing

Source: Strange PR

PREFERRED
SOURCE OF
PRODUCT
AND
SERVICE
INFORMATIO
N
% social media
users

Source Nielsen 2011


MOBILE AMPLIFIES
THE POWER OF
CUSTOMER REVIEW
SITES


MOBILE CHANGES
THE WAY WE
INTERACT WITH
OUR
ENVIRONMENT…


Case Study - Nike

….AND INFLUENCES
OUR DECISIONS
BASED ON THAT
LOCATION


DON’T THINK IN SILOS…THE DANGERS
OF ATTRIBUTION

AOV is c. 20% lower

3 x as many visits to Store Finder than
desktop site


BUT: INTEGRATION IS ESSENTIAL


MOBILE IS THE GLUE IN THE SHOPPER
JOURNEY


SHAPING A MOBILE APPROACH
Longer = CRM
Longer

Wider = mobile web


RECOGNITION OF THE NEED FOR
QUALITY
80% of branded applications get less than 1,000 downloads

“Let’s build an app”
"When brands get it right, the returns can be huge." The
problem appears to be that most are getting it wrong.
Howard Davies, Media Partner


OPTIMISED SITES DELIVER IMMEDIATE
TRAFFIC GROWTH

2014-2015: Mobile web traffic will
Desktop Mobile exceed desktop traffic


CHALLENGE OF CONTEXT AND
ATTRIBUTION

Its not just about screen size but about
device type and context for device
content


BUILDING A RELATIONSHIP

Did you know 5
Birds Eye
Chicken
Have you tried
Dippers have
making a Birds
less saturated
Eye Fish
fat than one
sausage?
Finger Pie? ….. Crispy
Layer fish Chicken &
fingers, beans Birds Eye Soya
& mash! Beans = a tasty
meal!

Nutritional

Recipe Ideas

+44 207 612 1910 / INFO@SPONGEGROUP.COM Cross Category 31

2. WHAT WE DO

CREATE EXCITEMENT
Sponge developed the Monopoly game for
McDonalds to build the largest retail gaming
proposition in the UK

It drove participation and created data capture
opportunities with over 16m entries in 2011, and
30% via mobile (vs 9% in 2010)

Success of campaign has resulted in extending to
other EU territories, including France, Spain, Italy
and Switzerland for 2012


ADD FURTHER VALUE
1. Collect to win game – Users collected
properties and could enter when they have
full set (2, 3 or 4 pieces). Prizes linked to rarity
of the property set.
2. Daily bonus game – chance to win 28 x
€10,000 over a total of 15m draws across
promotion.
Recognition
3. Badging – Enter the highest number of codes
relating to a specific property on the board
can become ‘Mayor’ receive other awards.
4. Facebook heat map – to show the distribution
of prizes won/claimed throughout France


CASE STUDY

INTERFACE AND
CATALYST FOR SOCIAL
MEDIA SHARING
Sponge helped Bacardi drive sales of
Mojito cocktails in Revolution bars
by 264% through a Facebook check-
in promotion

Promotion now re-launched in
Novus bars to include mobile
vouchers redeemed in bars and an
SMS prize draw


CASE STUDY

INTERACTIVE RICH
CONTENT
Sponge has built a mobile hub for Adidas
across web and apps allowing teens to
showcase videos of their sporting abilities,
and discuss and check out the achievements
of their peers

Enables multi-layered CRM across SMS,
email, push notifications, check-ins to build
dialogue, affinity and ultimately sales


CONNECTING WITH CUSTOMERS ALL
YEAR LONG

Local services
Traffic information
Mechanical data
Services reminder
Breakdown and insurance
claim support


CASE STUDY

M-COMMERCE
Sponge helped Dyson design and
build an m-commerce site that
beautifully reflected their brand
values

Adhered rigorously to high standards
of design at Dyson whilst creating a
unique experience and navigation
for mobile and tablet devices


CASE STUDY

DIGITISING THE
PHYSICAL
ENVIRONMENT
Sponge helped Evans apply QR
codes to price tickets and print
campaigns to send users to
mobile web pages

These pages contained extra
information to provide a rich,
informative experience and
drive high value purchases


Hype vs Substance

Hype Substance
QR codes
App creation tools
(most) Branded Apps
Being a Mayor


Hype vs Substance

Hype Substance
QR codes NFC
App creation tools Location
(most) Branded Apps Image Recognition
Being a Mayor Vouchering
SMS


THANK
YOU

+44 207 612 1910 / INFO@SPONGEGROUP.COM

Sponge - Mobile Making Sense of the Most Pervasive Channel

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