Rompetrol mobile app launch case study. Tradigital strategy approach and digital ecosystem context.

1. Mobile use as part of the
Tradigital brand ecosystem.
Rompetrol mobile app case study
Alexandru Cernatescu
CEO & Head of Strategy

2. TRADIGITAL?
What is and why

3. What does the client want?
“ We need to have an integrated approach that will
bring long term holistic value to all the digital assets
that we are constantly building.
The consumer is at the center of our brand
universe, he is digital and he is in charge. We want
to join our customers in they journeys and we want
to give them useful and usable information on all
digital channels.”
Gabi Corbu
Digital Marketing Manager
Rompetrol Group

4. Theconsumerisnow
• More informed
• More tech-savvy
• Mobile
• Faster
• Always on
• IN CHARGE
}
http://pinterest.com/belembarbosa/digital-consumer-behavior/

5. Reality today
- McKinsey Quarterly

6. TM
approach is needed.

7. Tradigital is
• To mix state of the art technology and interactive services
with traditional advertising skills
• To create compatible and scalable consumer-oriented brand
digital assets - ( web & mobile, including social media and
CRM )
• To put them together to create digital-focused brand
ecosystems ( with the ultimate goal to create brand Single
Sign On )
• To run integrated multi-channel advertising campaigns with
these ecosystems in the centre.

8. ATL
BTL
Media
PR
Online – Creative, Strategy and Development
Digital In store/ Experience
Digital Media / Performance
Online PR & Reputation Management
Mobile Apps and brand interface
Social Media
CROSS CHANNEL CONSISTENCY via DIGITAL ADVERTISING ECOSYSTEM
Advanced CRM / Loyalty across multiple channels and contact points
Long term consumer engagement strategies
Seamless channel integration and roll-out of global large campaigns
A whole new range of measuring performance across channels

9. • The tradigital approach to advertising empowers your
brand ecosystem with every campaign or activation. This
way it remains, lives on and delivers even after the
campaign is over.
• This approach encourages the creating and sustaining large
active communities.
facts

10. Instance of the Rompetrol digital
ecosystem
CRM , Loyalty, SSO

11. • There cannot be “just mobile” anymore
• Mobile can be maximized only by integrating
it in a holistic approach
• Mobile is going towards being used as the
main brand single sign on device

12. THE ROMPETROL MOBILE APP
Introducing the mobile app part of the digital ecosystem

18. The mobile app will
• Play a key role in the brand single sign on
• Become a gateway of interaction and
engagement between the consumer and the
brand
• Give the consumer the opportunity to access
his relation with the brand – loyalty
• Become an “owned” media channel in itself
+ +

19. Results
• Lifetime total downloads: 230 downloads
• Latest version (in just 2 weeks):
– iOS 53 downloads, 2 very good reviews
– Android 63 activations, average 4.5 rating

20. THANK YOU.
Alexandru Cernatescu
CEO & Head of Strategy
SCAN THE QR CODES AND TRY IT NOW !

21. Full contact information
LinkedIn:
http://www.linkedin.com/in/alexcernatescu
Facebook:
http://www.facebook.com/alex.cernatescu
http://www.facebook.com/infinitsolutions.ro
Twitter:
http://twitter.com/alexcernatescu
Slideshare:
http://www.slideshare.net/AlexCernatescu
Alexandru Cernatescu – CEO
Email: alex@infinitsolutions.ro
Blog: www.alexcernatescu.com
Infinit Solutions Agency
www.infinitsolutions.ro