This document discusses how youth brands in Japan effectively harness mobile marketing to connect with today's youth. It provides examples of campaigns by brands like Gucci, Coca-Cola, McDonald's, and Nike that leverage mobile technologies like QR codes, mobile sites, games, and location-based services. The document also highlights data showing Japanese youth extensively use their mobile phones for activities beyond calls like mobile internet, shopping, music, and social networking. It argues more advertisers need to engage youth through innovative mobile marketing campaigns that integrate different mobile touchpoints.

1. Harnessing Mobile Marketing
To Connect With Today's Youth
How Youth Brands In Japan Do It Right
Youth Marketing Forum 2008
Singapore, September 3, 2008
Christopher Billich

2. Some of the things people do
with their phones in Japan

3. Payment
Shopping Camera
Coupon Books
Navi Manga
SNS
Search
Games
VoD
Music
TV
Radio

4. And if you really want to

5. You can even make a phone call.

6. 86% of subscribers use
the Mobile Internet

7. 4 4 in 5 of them on 3G
in 5 of them on 3G

8. Why that is (in a nutshell)

9. Gardens without walls
Unwalled Garden

10. 0 ,- -
¥ Messaging is
free (almost)

11. More than 1/3 of data users
on “All you can eat” plans

12. Mobile matters.
“Which Medium is Most Important to To You?” - by Age Group
10-19 25 2 42 22 31 5
20-29 23 2 28 37 61 3
30-39 39 3 21 30 3 2 2
40-49 48 4 13 26 4 3 3
50-59 50 10 9 19 3 7 3
60+ 53 15 6 11 3 10 5
Source: NTT Advertising, 2007 TV Newspaper Mobile PC Magazine Book
Radio Other

13. A lot.
Time spent on Mobile Web per Day, 16-24 year-old Mobile Web Users (in %)
“At least daily”: 90%
40
“More than an hour daily”: 61%
33
30
24
22
20 22 21
20
17
16 15 16 16
14
12 13
10
9
5
4
3 3 3 3
0
>3 hrs 2-3 hrs 1-2 hrs 30 min -1 hr Daily, <30 min Less than daily I don’t
Source: Infinita, April 2008 All Female Male

14. Mobile Advertising 1,284
spendings exceeded
1,108
half a billion US$ last year.
928
744
621
390
288
180
100
2003 2004 2005 2006 2007 2008 2009 2010 2011

15. But unfortunately, advertisers are still half asleep.
Advertising Expenditures across Major Media 2007 and YoY Changes 2006/(2005)
+21.3% (+28.6%)
Mobile: only 1%
+3% (+0.9%) share, but
+59.2% (+35.4%)
growth
-5.2% (-3.8%)
-4% (-1.3%)
-4.2% (-1.9%)
+10.8% (+11.7%)
-0.9% (-1.2%)
Sources: Dentsu Communication Institute, April 2008; Production Costs + Media Spendings

16. Mobile: Left, right and center.

17. Attention Interest Search Action Share
URL
TV Newspaper Transit PoS
Mobile SNS
Mobile Site Mobile Mail
Radio OOH Magazines Mobile Search Mobile Tool
PC Site Blogs
Reviews
PC Search
Online Event Mobile Ads EC Site
Word of Mouth

18. Attention Interest Search Action Share
Broad Reach Targeted Reach Search PoS Social
Mobile SNS
Carrier Menu Fashion
News&Sports
Access Tools
Mobile Email Ads QR
Mobile Site
TV Guide
Short Codes
!"#$!!
Location/Maps
Mobile SNS Visual Search Mobile Email
NFC

19. Campaign Examples

21. ★ Campaign Date: ongoing
★ Users directed to Gucci Mobile site via
QR code printed in brochures and on
PC website
★ Register (and sign up for mobile
newsletter in the process)
★ Receive Gucci-branded themes
(covering Flash wallpaper, Menus etc.)
★ Campaign keeps users coming back by
distributing content via “slot machine”
mechanism

24. ★ Campaign Date: various stages, 2007/10 to
2008/04
★ Turn-based multiplayer game
★ Scan QR code on snack bag and pick your
side (imperial vs. evil)
★ Pre-schedule group moves for nightly
battle, conquer battlefields to unlock
wallpapers (more than 120 total)
★ Rise in rank according to number of
players recruited and battle merits
★ Battle news by mobile email
Promotional banner for Stage 2
Source: Boukun Associates ★ “Military intelligence/spy points” system
★ More than 100,000 page views per day

25. Source: Boukun Associates

27. ★ More than 15 fashion sites (content &
commerce on PC and mobile)
★ 7 million members
★ 1.5 billion PV/month
★ Twice-yearly “Tokyo Girls Collection”
events combining
• 20+ Brands’ fashion shows
• 60+ Top Models and Idols
• Real-time shopping via mobile
• Live Acts
• Beauty Contest
• Limited edition collections via tie-ups
★ Attendance: 25,000
★ Tickets: USD 20-80
★ Xavel Inc. also active in actual off-line
commerce (fashion, cosmetics, beauty
Source: Xavel, Inc. salons, design hotels) through
collaborations

30. ★ Campaign Date: 05/07-06/07
★ Launched limited-time Coca Cola-
branded version of social networking site
mobagetown
★ Accessible only to double-registered
users of mobagetown and Coca Cola
Mobile
★ Reach top scores on Coca Cola-branded
games to receive branded avatar items
★ Coca Cola-branded Decomail graphics to
use in mobile emails to friends
★ “Coke Character” with avatar and blog
★ Campaign extensively promoted via tie-in
Coca Cola/mobagetown Tie-up Site
with Coca Cola “The Coke Side of Life”
Source: Nikkei TV campaign

31. ★ Almost 1 million sign-ups for Coca Coca
mobile site
★ 185 million page views
★ 5.6 million page views on Coke character
blog page alone
★ 350,000 users connected with Coca Cola
character as friends
★ 190,000 comments posted to the Coke
character blog
Coca Cola-branded version
of mobagetown (above),
branded games (top right),
branded Decomail (left)
Source: DeNA Co., Ltd.

33. ★ Campaign Date: November 2006
★ Large images of iconic Japanese
manga heroes as QR code mosaics
★ Posters, magazine ads, outdoor
billboards, column wraps
★ Leading to mobile manga site where
content could be purchased
★ “The ad is the product is the
technology”
Color QR Code Mosaic Posters with Comic Book Heroes
Source: Dentsu

34. Source: Dentsu

36. ★ Promotion Date: ongoing, since February
2006
★ Promotion Outline: Member Site and
Flash Coupons; Contactless Coupons
• Sign up on the McDonald’s mobile
website and download Flash coupons
• Redeem by showing at cash register
(since May 2008: contactless
redemption via RFID)
• Receive new promo notifications from
McDonald’s via mobile mail and
download new coupons from site
★ Mobile Site reached 8 million members in
little over two years (April 2008)
★ 20% of children between 12-18 in Japan
use the service

37. Source: IT Media

38. Source: IT Media

40. ★ Campaign Date: August/September 2007
★ Campaign designed to reflect the core
qualities of the product being promoted -
speed and agility
★ Sign up on mobile campaign site with
phone number
★ Receive calls from NIKE at completely
unexpected times, answer as quickly as
possible
★ Users could check own times and overall
user ranking on mobile site
NIKE Mobathlon PC Demo Video
Source: imaginative, Inc.

41. Touchpoints 24/7, 365.
NTT DoCoMo “Lifestyle Support” Approach

42. Thank you.
billich@infinita.co.jp
www.infinita.co.jp/research