This deck (along with a short video) was shared at ad:tech China 2014, on 26th June in Shanghai. Below is the excerpts: The current Chinese generation is mobile more than any other. Their social, search, video, shopping, photography, sharing – all habits are mobilized today – anytime, anywhere, everywhere – in bed too. We are an amazing bunch of multi-taskers. Most people admit to checking their phones or tablets while doing other things- at a meal with someone else, while driving, while watching TV, in meetings, and even on the toilet. A study I read said – we check our Mobile devices every 6 minutes and on an average 150 times a day. Because of the lack of attention spans, people are demanding a different type of relationship, one where they are in the driver’s seat and determine the level of access and type of interactions. Our consumers expect more from marketers. Interactions need to move from campaign focused to consumer focused. Interactions need to be a ‘KISS’ – Keep it short and simple. Innovations need to be meaningful or useful. They expect us to “know me”, “find me”, “woo me” and “surprise me”. This session will discover and explore: - The relationship Chinese generation have with their mobile devices - What is the art of courtship and how can it be used by brands and marketers to woo and win the Chinese mobile generation – Bringing art of courtship into art of mobile marketing - Recommended mobile tools and technologies - Predict the future – How courtship is evolving and implications for mobile marketers and agencies

1. Nishtha Mehta
ad:tech Shanghai, June 26 2014
Nishtha Mehta
Consulting Partner
For: ad:tech China. June 26 2014

2. Hi, I am Nishtha
Evangelize collaborations
and mobile media partnerships
Evangelize & Strategize Mobility for brands
@

3. Meet Jackie & his girl friend
? ?
25 yrs
from Helongjiang
province
23 yrs
from Hangzhou
College & now at their first job in Shanghai

4. English lessons
@ costa coffee
Watch
Video’s
Practice and
translation
Apps

5. 45% of Youku’s
traffic comes via
Mobile/tablets
Drama series
@ meal time
Source:Youku Jan 2014

6. Travel
companion
Guizhou
mums
Nanjing
classmates
Mafengwo
117Go
Top 2 popular travel
apps in China

7. Personalised wedding
invites for friends
Set up on PC
Continue on Mobile

8. Special
effects
photos
photo + audio
Creating
personal stories

9. Personalize
videos with time stamps,
location, editor picked music,
state of the art filters
Creating personal
stories
Music
Video’s

10. 1MeituPic
2QuickPic
3MeiYan Camera
4Camera360
5BaiDu Pic
6YiXia Video
7POCO Beautiful
8MoPai
9InstaMag
10GIFshow
3,000K
2,750K
1,640K
1,290K
400K
400K
380K
240K
180K
180K
Ranking by daily active users
Source: Enfodesk and Analysys international 2014
If it wasn’t for the love of art...
Top 10 photo
editing and beauty
apps in China

11. "Building great brands is a
mix of magic and logic, a
blend of art and science."
- Keith Weed
Chief Marketing and Communications Officer at Unilever
@Cannes 2014
Science Art

12. How ?
Persuade
Science Art
Woo
Logic Magic

13. Understanding their relationship
with their Mobile devices
Play
Video

14. Copyright@nishthamehta

15. Why Marketers should care?

16. Fighting share of attention
within their personal space
Science
iResearch April 2014CNNIC 2014.1
What do you use your Mobile for ? Top Apps by active users?

17. Advertising can be a blind spot
if not relevant
Science
Art
X
Source: PwC 2014 China
What do consumers want from Mobile advertising

18. Bringing art of courtship
into art of mobile marketing

19. KISS - Keep it short and simple
, MCOMM
Copyright@nishthamehta

20. Tools and Technology Menu
Sound
Touch
visual
location
Data storage
delivery
music
Key pad
video
Bluetooth
QR codes
ringtones Voice message Sound
Touch screen
Augmented reality Face/ Image recognition
Maps
NFC compass
Geo-location
Identification by apps
Music
wallet
cloud
SIM card
wifi
NFC chip
SMS
APP
WAP
Play share
Record Hear
Record watch
HTML 5
Source:nishthamehta

21. Cases
‘Made for Mobile’

22. Case 1:
Express your love
with Cornetto
If you had only 8 seconds left
before end of the world,
what would you say?
How would you express your love?
Marketer: Unilever
Agency: PHD
Love is complicated f

23. MASSIVE REACH
Micro Movies
PC + Mobile Integrated
ENGAGEMENT & IMPACT
Mobile
Inspire and Invite
people to EXPRESS love
Enable people to EXPRESS love
Love triangle, 3 Love films

24. Custom made
trailors for Mobile, PC
inviting people to watch the
movies, visitWeishi to to
express love in 8 sec

25. Micro
movies inspiring
people on how to
express love promoted
@tablets,
mobile, pc 70 Million+ video
views on Mobile/tablets
alone.

26. Weishi 8 sec videos
(Vine of China)
Over 70,000 UGC clips
created and
watched by over
6.5 Million
on Mobile alone

27. CATCHY ADV ENTERTAINING CONTENT TECHNOLOGY
STORYTELLING TOOLS

28. Mobile can be an
impactful reach vehicle
for brands! Results?
- Brand awareness
- Sales
- Cornetto, a brand that
helps me express love

29. Case 2:
Durex Baby
What would you do if you were a
first time parent ?
Marketer: Reckitt Benckiser
Agency: Fugu Mobile

31. TECHNOLOGY - HTML 5ENTERTAINING CONTENT/APP

32. Case 3:
Clear Challenges
World Cup
Social predictive betting game -
First of it’s kind on China’s IM space
Marketer: Unilever
Agency: PHD & Fugu Mobile

34. Predict the future,
tomorrow actually!

35. Mike
14 years old
88 Apps!
As choices further increase,
attention will further decrease

36. Intercept and court
people with proximity,
micro-location and data
marketing tools

37. Apps and technology to
become hub for
connections on-the-go
source & copyright: niqi

38. source & copyright: niqi

39. Wearable technology will go
mainstream.
ATaste from Cannes 2014
https://www.youtube.com/watch?v=L9ZDyLlcdww

40. into art
of mobile
marketing
Let’s bring
the art of
courtship

41. courtship
Thank you