GLOBAL MOBILE OVERVIEW

GLOBAL MOBILE

CREATED BY COLUMBUS USA PARTNER, HORIZON
MEDIA: OCTOBER 2012

MOBILE, A HISTORY
1973 First handheld
1983 First commercially available cell phone
1990 12MM people with cell phones worldwide
2012 3.4B cell phone users worldwide

2

BY 2015, THE # OF
SMARTPHONE USERS
WILL DOUBLE
REPRESENTING 41.4%
OF MOBILE PHONE
USERS WORLDWIDE

3
Source: eMarketer Worldwide Mobile User Forecast – Aug 2012

& DEVICES WILL
BECOME MORE
IMPORTANT
THAN WALLETS.
IN CHINA & INDIA, 61% OF MOBILE
USERS WOULD RATHER LEAVE THEIR
WALLET AT HOME THAN THEIR
MOBILE PHONE.
4

SMARTPHONES OVERTOOK PC SALES &
WILL SOON DWARF THEM

5

GLOBAL
MOBILE AT
A GLANCE.

6

MOBILE…
ALLOWS CONSUMERS TO USE
DOWNTIME MORE PRODUCTIVELY.

TAKES GAMIFICATION TO THE
NEXT LEVEL.

ALLOWS FOR DATA GATHERING &
PROCESSING.

ELEVATES MEDIA CONSUMPTION
VIA MULTISCREEN VIEWING.

7
WARC Trends: Mobile Marketing – 2012

NEW FORMATS:
NEW FORMS OF DISPLAY ADS, MOBILE
SEARCH & SOCIAL NETWORKING, &
TECHNOLOGY ARE LEADING TO
INCREASED MOBILE BUDGETS.
SMARTPHONES ARE TRANSFORMING
COUPONING & SEARCH, ALONGSIDE
NEW ‘MOBILE-LED’ FORMATS SUCH AS
AUGMENTED REALITY OR QR CODES.
MARKETERS SHOULD BE LOOKING AT
THE EMERGING AREA OF M-
COMMERCE, WHICH IS EXPANDING
RAPIDLY IN BOTH DEVELOPING &
DEVELOPED MARKETS.
8

FOUR EMERGING
MOBILE-LED
TECHNOLOGIES
1. AMBIENT LOCATION REFERS TO APPS & SERVICES THAT COMBINE
MOBILE, SOCIAL NETWORKING & LOCATION-TRACKING
TECHNOLOGY.
2. VOICE SEARCH IS VOICE RECOGNITION TIED TO SEARCH ENGINE.
3. NEAR-FIELD TECHNOLOGY ALLOWS SMARTPHONES & OTHER
DEVICES TO ‘TALK’ TO EACH OTHER WHEN NEARBY.
4. A GROWING NUMBER OF ‘THINGS’ ARE BEING HOOKED UP TO
THE INTERNET – OUTSIDE OF PHONES.

9

MOBILE
USAGE
TRENDS.
10

WE’RE STILL EARLY IN
THE GLOBAL MOBILE
REVOLUTION

11

MOBILE &
SMARTPHONE
 China (880.4 million) VOLUME:
 India (470 million)
 China (237.7 million)
 US (242.8 million)
 US (115.8 million)
 Indonesia (148.9 million)
 India (75.2 million)
 Brazil (119.3 million)
 Japan (35.3 million)
 Brazil (34.6 million)

12

OVERALL, ASIA-
PACIFIC HAS THE
HIGHEST MOBILE
PHONE USERS
WORLDWIDE;
2.15B in 2012

14

& THE HIGHEST
SMARTPHONE
USAGE
WORLDWIDE;
480MM in 2012

15

AT 36%, NORTH AMERICA
HAS THE HIGHEST
REGIONAL SMARTPHONE
USER PENETRATION IN
2012.

THERE IS ROOM FOR
GROWTH IN MIDDLE EAST
& AFRICA.
16

& LATIN AMERICA IS
SEEING THE FASTEST
REGIONAL GROWTH IN
MOBILE INTERNET
USERS.

17

TABLET,
SPECIFICALLY.
18

GLOBAL
SHIPMENTS

19

& GLOBAL
TABLET USAGE:

20

LET’S TALK
TYPE OF
USAGE.
21

HIGH VIDEO &
GAMING
USAGE

22

& IN-STORE,
SOCIAL
NETWORKING,
ONLINE VIDEO:

23

SEGWAY TO
EMERGING
MARKET
CONVO
24

KEY INSIGHTS
BRANDS NEED TO UNDERSTAND MOBILE
USAGE IN THESE MARKETS – MOST
CONSUMERS WILL HAVE LOW-TECH HANDSETS
WORKING IN PATCHY INFRASTRUCTURE.
IT IS CRUCIAL TO UNDERSTAND VARIANCES IN
HANDSET CHOICE – BLACKBERRY HAS MASS
FOLLOWING IN INDONESIA, FOR EXAMPLE.

SUCCESFUL STRATEGIES RELY ON USING SIMPLE
TECHNOLOGY CREATIVELY – SMS OR INSTANT
MESSAGE CAN BE EFFECTIVE.

THE MOBILE & SOCIAL LINK IS STRONGER IN
EMERGING MARKETS.

25

IN MARKETS
SUCH AS AFRICA,
CHINA & INDIA,
MOBILE OFFERS
CONSUMERS IN
RURAL AREAS
THEIR FIRST
TASTE OF
CONNECTIVITY.

SHOPPING ON
MOBILE WEB
WILL REACH
$119B IN 2015

28
Source: ABI Research (February 2010)

& THE GLOBAL
VALUE OF
MOBILE RETAIL
MARKETING
WILL REACH
$15B BY 2012.
29
Source: Juniper Research – ‘Mobile Retail Marketing: Advertising, Coupons & NFC Shopping 2011-2016′

IN SINGAPORE:
SOCIAL SHOPPING, FOLLOWED
BY SEARCH, ARE TOP MOBILE
PHONE USES IN SINGAPORE.

30

It remains clear that mobile cannot be ignored
by marketers. Those countries that already
have high penetrations of mobile users are
only becoming more engaged through
smartphones and mobile internet access, and
the countries that are newly emerging in the
mobile landscape offer much potential in
terms of new audiences.

32
eMarketer Global Intelligence Report – Sept 2012

33

& HOW THEY
SPEND IT:

34

MOBILE BANNERS
TOP DESKTOP
DISPLAY ADS,
GLOBALLY.

35

BREAKDOWN
BY REGION.

36

NORTH
AMERICA DOMINATES IN
MOBILE
LEADERSHIP.

THE NEXT FEW YEARS SHOULD BRING AN
UNPRECEDENTED BOOM IN MOBILE AD SPENDING.

AS A RESULT, NORTH AMERICA WILL BE THE FIRST
REGION TO SEE WIDESPREAD USE OF ADVERTISING
DESIGNED ACROSS MULTIPLE DEVICES. 38

CASE STUDY:
NORTH
AMERICA
BRAND: Johnnie
Walker
COUNTRY: US

SUMMARY:
The US whisky category has been stagnating for several years. To boost the Johnnie
Walker brand, they brought back their ‘House of Walker’ tasting events to expand
their Striding Man Society membership scheme.

Social, mobile and location-based services were used to add impact to the event.
The brand’s Facebook page acted as an information hub, and mobile was used to
inform brand fans about the events (via SMS) and encourage them to use
FourSquare to ‘check-in’ while there. A post-event SMS drive encouraged attendees
to Tweet about their experience.

RESULTS:
Johnnie Walker saw Striding Man Society membership rise 123% among their
targeted 21-39 demographic.
39

ASIA
PACIFIC ASIA PACIFIC IS
HOME TO 2.15B
MOBILE USERS –
NEARLY 55% OF THE
GLOBAL TOTAL & IT’S
SHARE IS STILL
GROWING.

41

ASIA
PACIFIC

BY 2016, ASIA-
PACIFIC MOBILE
PHONE USERS
WILL BE NEARLY
10X NORTH
AMERICA’S SHARE.
42

ASIA
PACIFIC

CURRENTLY THE GLOBAL
LEADER IN MOBILE
ADVERTISING AT $2.56B
IN 2012.
ALSO LEADS THE WORLD
IN AD SPENDING WITH
SOME 9.3% OF DIGITAL
SPENDING SPENT IN
MOBILE. 43

ASIA
PACIFIC

AS OTHER FORMS OF
DIGITAL ADVERTISING
PROSPER IN ASIA-
PACIFIC, THE RELATIVE
IMPORTANCE OF
MOBILE ADVERTISING
WILL PLATEAU.
44

ASIA
PACIFIC DIGITAL
INDIA
FORMATS HAVE
YET TO SEE
THEIR HEYDAY –
WITH AD
SPENDING AT
ONLY $10MM IN
2012.
45

CASE STUDY:
ASIA
PACIFIC

BRAND: The
Economist
COUNTRY: India

SUMMARY:
The Economist’s cover price in India is expensive. The pub needed to
boost engagement in order to justify the cost.

It played on its tagline ‘Interpret the world’, inviting readers to interpret
its brand communication. People were invited to decipher a connection
between three random visuals superimposed on each other. Outdoor &
print prompted participants to use SMS codes to decipher the
connections and a Facebook quiz app could only be activated once users
had cracked the puzzle.
RESULTS:
More than 11K people used the SMS short code to receive the story behind the
creative and after a three week campaign, subscriptions rose 44%.

46
Cannes Mobile Lions Winners 2012 http://mobithinking.com/mobile-awards/Cannes

2012: 84% OF
ASIA
PACIFIC

ENTIRE
JAPAN

POPULATION
WILL HAVE AT
LEAST ONE
MOBILE
PHONE.
47

2012: WORLD
ASIA
PACIFIC

LEADER IN MOBILE
JAPAN

WEB USAGE – 62%
OF ALL MOBILE
PHONE USERS IN
JAPAN WILL GO
ONLINE VIA THEIR
HANDSETS.
48
eMarketer Worldwide Mobile User Forecast – Aug 2012

IN 2013, MORE THAN 1
ASIA
PACIFIC
SOUTH
KOREA OUT OF EVERY 5 AD
DOLLARS IN SOUTH
KOREA WILL GO
TOWARD MOBILE.
THE NUMBER OF
MOBILE CONNECTIONS
HAS SURPASSED THE
COUNTRY’S TOTAL
POPULATION.
49
Source: eMarketer South Korea #1 In Web Use – August 2012

ASIA

OF THE 880M
PACIFIC

CHINA

MOBILE
SUBSCRIBERS,
27% ARE
SMARTPHONES.

51
Think with Google: Our Mobile Planet – China – May 2012

ASIA
PACIFIC UNFAVORABLE
CHINA ECONOMIES OF SCALE
IN SMARTPHONES HAS
HAD ADVERTISERS
RELYING HEAVILY ON
SPAM SMS.

52

ASIA MOBILE AD SPENDING HAS BEEN
SLOW TO DEVELOP IN CHINA, BUT IS
PACIFIC

CHINA EXPECTED TO GAIN SPEED AS 3G
(OR BETTER) DEVICES BECOME
MORE WIDESPREAD

53

ASIA
PACIFIC THEY USE THEIR
CHINA
MOBILE DEVICES
EVERYWHERE

54

ASIA
PACIFIC & ADS GET
CHINA
NOTICED.

55

CASE STUDY:
ASIA
PACIFIC

BRAND: Pfizer
COUNTRY: China

SUMMARY:
Hong Kong’s formula milk market is too crowded, so Pfizer Nutrition’s Wyeth Gold
was looking for a way to convince moms that their children needed more than the
usual compound designed to improve development of the brain and the nervous
system.

Mobile Flashcards were developed to enable mothers to support their children’s
education & to spread the message about formula milk ingredients. Through the
Wyeth Gold mobile app, moms found100 pre-developed flashcards with voice
pronunciation to help reading & speaking skills.

RESULTS:
One in 10 Hong Kong moms downloaded the app, and Wyeth Gold’s market share
rose 5.6 points. The campaign also generated strong word-of-mouth scores, and
Wyeth Gold significantly outperformed its category in terms of volume and value.

56

WESTERN
EUROPE WESTERN EUROPE
BOASTS EVEN HIGHER
MOBILE PENETRATION
THAN NORTH AMERICA.

MOBILE CAN CONTINUE TO BREAK
NEW GROUND, THOUGH
SOPHISTICATED CONSUMERS WILL
LIKELY BE MORE RESPONSIVE TO
NEW ON-THE-GO SERVICES THAN TO
MOBILE ADVERTISING PER SE.

58
eMarketer Western Europe Mobile Ad Spending – Feb 2012

WESTERN
EUROPE
2012: NEARLY
400MM PEOPLE
IN EUROPE WILL
GO ONLINE VIA
MOBILE PHONE.

59

WESTERN
EUROPE

MOBILE AD SPENDING IN
WESTERN EUROPE WILL
PASS $1.3B IN 2012 &
WHILE THE UK CLAIMS THE
LARGEST SHARE OF
SPENDING, GERMANY WILL
ACCOUNT FOR OVER 25% IN
2015.

60

WESTERN
EUROPE
ACROSS THE REGION, MOBILE’S
SHARE OF ONLINE AD SPENDING WILL
CLIMB FROM AN AVERAGE 4.7% TO
16.3% WITHIN 4 YEARS.

NORTH AMERICA ADVERTISERS WILL
SPEND A SLIGHTLY HIGHER
PROPORTION OF THEIR DIGITAL
BUDGETS ON MOBILE THROUGH 2016.

BUT ASIA PACIFIC WILL SURPASS
BOTH NORTH AMERICA AND WESTERN
EUROPE BY THIS MEASURE THANKS
TO GROUNDBREAKING MOBILE
MARKETS IN JAPAN & SOUTH KOREA.

61
Source: eMarketer Global Intelligence Report – Sept 2012

WESTERN
EUROPE SEARCH WILL DOMINATE
MOBILE AD SPENDING, BUT
DISPLAY BUDGETS ARE
GROWING FASTER…

& VIDEO SPENDING
WILL RISE
THROUGH 2015.
62

WESTERN AWARENESS OF MOBILE ADS IS
EUROPE
RISING IN THE EU-5. IN JUNE 2011,
OVER HALF OF MOBILE USERS
RECALLED SEEING ADS ONCE A
WEEK OR MORE.

63

WESTERN
EUROPE MOBILE USERS RESPOND BEST TO
COMMUNICATION THAT RESPECT
THEIR PREFERENCES & DELIVER
CLEAR BENEFITS.
MOBILE ADS ALREADY GENERATE
IMPRESSIVE RETURN ON
INVESTMENT FOR MANY BRANDS, &
MOMENTUM WILL INCREASE AS THE
REGIONAL MARKET MATURES.
MCOMMERCE IS RISING STEADILY IN
THE EU-5. MOBILE PLATFORMS
ALLOW MARKETERS TO LINK
INCENTIVES & PURCHASES MORE
CLOSELY THAN EVER. 64

36.8% OF MOBILE
WESTERN
EUROPE

UK OWNERS HAVE
SMARTPHONES IN 2012,
GROWING TO 78% IN
2016.

65

WESTERN
EUROPE

UK

66
Source: Think with Google: Our Mobile Planet – UK – May 2012

WESTERN
EUROPE

UK

67
Source: Think with Google: Our Mobile Planet – UK – May 2012

WESTERN
EUROPE 56% MAKE MOBILE
UK
PURCHASES AT
LEAST ONCE A
MONTH.

FOOD & GROCERY
WILL CONTINUE TO
BE THE LEADING
MCOMMERCE
SECTOR BY
REVENUES.
WITH REVENUE
WITHIN THE
SEGMENT IN 2015 AT
£1.251MM. 68
Source: eMarketer UK B2C Ecommerce Mobile Takes Center Stage – May 2012 & Think with Google: Our Mobile Planet – UK – May 2012

CASE STUDY:
WESTERN
EUROPE

BRAND: McDonald’s
COUNTRY: Sweden

SUMMARY:
Pick N’ Play was an interactive outdoor
campaign for McDonalds that offers the
user a fun and interactive challenge where
they can play for their favorite McDonald’s CLICK IMAGE
treat. Using a large interactive billboard
users controlled the game via their mobile
phones enabling interaction with the
billboard.
By using the latest technology the smartphone’s geo location verifies that the user is in
the game area, therefore there was no app download required in order to participate.
Players chose their treats and if they lasted for more than 30 seconds they win a
coupon, which earned them free fast food at a nearby McDonalds. This digital coupon
was automatically sent to the users phone along with instructions on how to claim their
McDonald’s treat at their nearest store.

RESULTS:
300 people played over the two days the game was available – 65 of them played more
than 30 seconds to win. Everyone who played received at least a coupon for a sundae –
100 people redeemed their mobile coupon. 69

EASTERN

EASTERN EUROPE IS
EUROPE

SLOWER TO ADOPT.
UNTIL THE ECONOMY
IMPROVES, MANY
ADVERTISERS WILL FIND
IT HARD TO JUSTIFY
SHIFTING LARGE
PROPORTIONS OF THEIR
AD SPENDING TO
MOBILE FORMATS.
71

EASTERN
EUROPE DESPITE ENTHUSIASM FOR
MOBILE, MOST PEOPLE IN
EASTERN EUROPE HAVEN'T
UPGRADED TO SMARTPHONES -
26% HAVING ADVANCED HANDSET.

MOBILE AD SPENDING WILL
CONTRIBUTE AN ESTIMATED .5%
OF ALL AD SPENDING IN THE
REGION THIS YEAR.

STILL, SPENDING ON MOBILE ADS
WILL RISE 94% THIS YEAR TO TOP
$120MM IN 2012.
72

EASTERN
EUROPE 74% OF ALL RESIDENTS WILL
HAVE A MOBILE PHONE IN 2012
RUSSIA
COMMON AMONG ALL AGE
GROUPS BUT MORE THAN 60%
OF MOBILE USERS BELONGED
TO MEDIUM OR HIGH INCOME
HOUSEHOLDS

AN ESTIMATED 25% OF MOBILE
USERS IN RUSSIA WILL HAVE A
SMARTPHONE IN 2012,
GROWING TO 63% IN 2016

SMARTPHONES HAVE BEEN
ADOPTED BY THE YOUNGER
DEMOGRAPHIC

32% OF RUSSIA’S MOBILE
PHONE USERS WILL USE THEIR
HANDSETS TO GO ONLINE
73

CASE STUDY:
EASTERN
EUROPE

BRAND: The-
Village.Ru.
COUNTRY: Russia

SUMMARY:
'Douche parking' is a huge problem in
Russia – people tend to park wherever
they please. An online city newspaper, The
Village.ru, decided to launch an app called CLICK IMAGE
Parking Douche to publicly identify
impolite parkers.
They created a free app, allowing people to take pictures of wrongly parked cars and
stream live to special banner ads IP address targeted to locations where the cars
were parked. When hovering over the banner, it lets you know the car is annoying
people in the city right now – just like it's doing on the site. The user was then
motivated to share the picture of the 'parking douche' in social media to close the
banner. Because of the IP address/location targeting, lots of people saw themselves,
their neighbors/colleagues, making them care and share the project information,
and others were left feeling ashamed.

RESULTS:
The app has created an online buzz in tech media and blogs around the world, and
generated an interaction rate of over 70%.
74

MIDDLE EAST
& AFRICA.

75

MIDDLE
EAST &
AFRICA
MIDDLE EAST
AND AFRICA:
ONLY TV AND
MOBILE
PHONES WILL
SHOW
CONSISTENT
HIGH LEVELS
OF USAGE IN
2012.
76

MIDDLE
EAST & 13% OF MOBILE USERS WILL
HAVE ADVANCED HANDSETS IN
AFRICA

2012.
BETWEEN NOW AND 2016,
SMARTPHONE PENETRATION
AMONG MOBILE USERS IN THE
REGION WILL GROW TO
NEARLY 30% BUT WILL
REMAIN MORE THAN 15
PERCENTAGE POINTS BEHIND
THE GLOBAL AVERAGE.

77

MIDDLE
EAST &
AFRICA
YET VENTURING INTO A YOUNG,
FAST GROWING AD INDUSTRY LIKE
THAT OF THE MIDDLE EAST AND
AFRICA CAN PROVIDE MAJOR
PAYOFFS & ONE IS THE CHANCE
FOR SAVVY BRANDS TO SEIZE A
FIRST MOVER ADVANTAGE & MAKE
A BIG SPLASH AMONG EARLY
ADOPTERS.

78

IN ADDITION:
MIDDLE
EAST &
AFRICA

ADVERTISERS, SUCH AS
CONSUMER GOODS, CAN
CAPITALIZE ON WIDESPREAD
MOBILE USE BY DELIVERING
HELPFUL MESSAGES TO
CONSUMERS WHEREVER THEY
ARE & MAKE THEIR PRODUCTS
& SERVICES MORE RELEVANT
TO CUSTOMER’S DAILY LIVES.
79

MIDDLE
EAST &
AFRICA

IN THE MIDDLE EAST & AFRICA,
THE MOBILE ADVERTISING BOOM
IS STILL SOME YEARS AWAY.

MOBILE BUDGETS ARE RISING
RAPIDLY BUT TOTAL AMOUNT
SPENT THROUGHOUT THE REGION
IN MOBILE WAS UNDER $2MM IN
2011.

80

CASE STUDY:
MIDDLE
EAST &
AFRICA
BRAND: Carling Black
Label
COUNTRY: South
Africa
SUMMARY:
Carling Black Label rewarded South African soccer
fans by giving them a chance to use their mobile
phones to vote for the players in a special televised CLICK IMAGE

Carling Black Label Cup between South Africa’s top
soccer teams – Kaizer Chiefs and Orlando Pirates.
Using a code found under the bottle cap, fans could Be the Coach by voting to select the
players in the game and making live substitutions on the day of the game (whether at the
game or watching live on TV). The campaign used a wide range of channels including TV,
PR, Radio, Press, Digital, Mobile, On Pack advertising and Point of Sale to drive
participation in the eight-week build-up to the televised soccer match.

RESULTS:
Over 80,000 fans watched the Carling Black Label Cup live in Johannesburg's World Cup
Stadium - with millions more watching on national TV. Be the Coach received 10.5MM
votes over a 7 week promotional period – 78% of the fans engaged with the campaign
more than once & 82% of the votes came from a new target audience for Carling Black
Label. Overall, Carling Black Label saw strong growth in a declining beer market.

81

LATIN LATIN AMERICA BOASTS FAR
MORE MOBILE PHONE USERS –
AMERICA

NEARLY 390MM IN 2012 – THAN
WEB USERS.

100MM PEOPLE
WILL USE A
MOBILE HANDSET
TO GO ONLINE IN
2012.

83

LATIN
AMERICA YET STILL ENORMOUS
UNTAPPED POTENTIAL.

FEWER THAN 66% OF
THE ENTIRE POPULATION
WILL OWN A MOBILE
DEVICE IN 2012 & LESS
THAN 25% OF THOSE
INDIVIDUALS WILL HAVE
A SMARTPHONE.

84

LATIN
AMERICA
BRAZIL HOSTS A
BURGEONING MOBILE
COMMUNITY
BRAZIL

# OF MOBILE CONNECTIONS JUMPED BY
NEARLY 20% IN 2011 & WILL SHOW
SIMILAR DOUBLE DIGIT GROWTH AGAIN
IN 2012.

58% OF ALL RESIDENTS WILL HAVE AT
LEAST ONE MOBILE PHONE.

85

LATIN
AMERICA
ADVERTISERS ARE
BRAZIL
RUSHING TO TAKE
ADVANTAGE OF AN
EXPLOSION &
SPENDING WILL
NEARLY DOUBLE TO
$24.6MM BUT BY
2016 WILL APPROACH
$200MM. 86

LATIN
AMERICA THEY USE THEIR
BRAZIL
MOBILE DEVICES
EVERYWHERE

87

LATIN
AMERICA & ADS GET
BRAZIL
NOTICED.

88

CASE STUDY:
LATIN
AMERICA

BRAND: Bradesco
Seguros.
COUNTRY: Brazil

SUMMARY:
Coke wanted to insert their brand among the
young emerging middle-class consumers who
love their mobile phones, but can´t afford a
generous data plan. Moreover, in Brazil most Wi-
Fi spots aren’t free. So, they created the
Happiness Refill: a dispenser machine with a
built-in computer that connects via wi-fi to a
Coke Mobile Browser (APP). Instead of dispensing CLICK IMAGE

soda, it fills up mobile phones with free data
credits. Through the Happiness Refill App,
teenagers can use the credits to navigate the
internet.

89

LATIN
AMERICA

MEXICO

SOME 73.8% OF
MEXICO’S POPULATION
AGES 12 – 64 WERE
MOBILE PHONE
OWNERS IN 2011. 90

LATIN
AMERICA

MEXICO

MOBILE AD SPENDING MORE
THAN DOUBLED IN 2011 & WILL
LEAP BY A FURTHER 75.6% IN
2012 TO $41.5MM.

91

LATIN
AMERICA

BRAND: Meat Pack
CASE STUDY:
COUNTRY: Guatemala

SUMMARY:
Meat Pack shoe store in Guatemala already had a reputation for offering special
discounts on their stock of the coolest limited-edition trainers (Adidas, Puma and
Nike), but they wanted to develop a new and innovative campaign that took their
customers by surprise. They created ‘Hijack’, an addition to their popular
smartphone app, which uses GPS technology to recognize when one of their
customers was entering the official store of one of the brands sold at Meat Pack. This
then triggers a push notification of a special-discounted offer.

The discount would start at 99% and it would decrease by a percentage with every
passing second. Each time a customer redeemed a discount, their Facebook status
was updated with news of their success.

RESULTS:
More than 600 customers were hijacked from the competitors and all discounted
merchandise was sold in record time. 92

“MOBILE IS NOT
TECHNOLOGY, IT’S A
NEW FORM OF
CONVERSATION & IT’S
HAPPENING WITH OR
WITHOUT YOU.”

& A SUCCESSFUL
MOBILE CAMPAIGN
SHOULD HAVE THE
FOLLOWING:
A MOBILE OPTIMIZED USER EXPERIENCE THAT
WORKS ACROSS ALL DEVICES (SMARTPHONES,
FEATURE PHONES, ANDROIDS AND IOS &
SYMBIAN)

PRIORITIZE A MOBILE SEARCH STRATEGY

REMEMBER TO DEVELOP A LOWEST COMMON
DENOMINATOR STRATEGY – THINKING ABOUT
ALL DEVICES IN THE MARKET & WHAT TACTICS
GET YOU REACH (I.E. SMS)

GLOBAL MOBILE OVERVIEW

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