ad:tech London 2012 Mobile Marketing & Advertising Strategies To Deliver On Your Key Objectives Scott Seaborn, Executive Creative Director, XS2 Christelle Chan, Marketing Director, Hotels.com James Connelly, Managing Director, Fetch

2. XS2 Credentials
The Mobile Format
We use the unique elements of the
wireless device as our palette

3. The Creative Format of Mobile?

4. The Unique Elements
The format Of Mobile, by XS2

5. Guinness - Passport to Greatness
In 2008, Guinness became the official
beer of the Hong Kong Rugby Sevens as part
of a 3 year sponsorship deal.
XS2 was asked to help deliver a campaign
that would deliver a digital element as a key
focus of the experiential activity.
Many years before the emergence of the
Appe iPhone, this mobile application was the
first example in the world of a branded local
language speaking guide with content
directly relevant to the product and the
specific event.
Using a combination of experiential, SMS,
WAP and web, the maximum reach was
achieved for downloads

6. The Fanta Stealth Sound System
The most important thing in the world for
teens is their friends. Friends offer support,
guidance and fun. They are also free!
Mobile phones are their lifeline to their
mates. They could not live without them!
Just like teens, friends are important to
Fanta too. One way to make friends is to
make a gesture and give them something
they would like.
We used mobile in its broadest form bring to
life the Fanta vision - to create more play in
the world - and in doing so give teens
something they want/need.
Creative Insight: Teens are never separated
from their friends or their mobiles; they’re
in a state of constant communication. And
they would like to talk freely, without adults
listening in.
Teens can hear higher pitch frequencies
than adults. These frequencies have been
used in the past to stop teens hanging
around bus stops and shops in the UK...

7. The Unique Elements
The Format Of Mobile, by XS2

8. NS Koninklijke Wach tkam ers
Th e Royal Waitin g Room s

9. NS Koninklijke
Wachtkamers
The Royal Waiting Rooms

10. Coca-Cola Olympic Games My Beat Maker
Make your own music through movement and get
creative!
My Beat Maker uses amazing technology to detect
the movements of your phone and transform them
into music so you can make your own beats!
Bust out your own loops and beats based on the
official Coca-Cola® anthem for the London 2012
Olympic Games, Mark Ronson featuring Katy B’s
Anywhere in the World, just from the motion of
your phone.
When your beat is ready, upload and share it to
The Global Beat... a huge worldwide musical
collaboration!

11. Coca Cola London Beat Maker
London 2012 Olympic Games