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Presentation from Youth Marketing Forum 2008, Singapore, June 3, 2008.
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Harnessing Mobile Marketing To Connect With Today's YouthHow Youth Brands In Japan Do It Right
Christopher Billich
Youth Marketing Forum 2008Singapore, September 3, 2008
Some of the things people do with their phones in Japan
Music
SNS
Camera
VoD
Payment
Shopping
Radio
Search
Coupon
Navi
Games
TV
Books
Manga
And if you really want to
You can even make a phone call.
86% of subscribers use the Mobile Internet
4 in 5 of them on 3G4 in 5 of them on 3G
Why that is (in a nutshell)
Gardens without wallsUnwalled Garden
Messaging is free (almost)¥0,--
More than 1/3 of data users on “All you can eat” plans
Source: NTT Advertising, 2007
10-19
20-29
30-39
40-49
50-59
60+ 5
3
3
2
3
5
10
7
3
2
1
1
3
3
4
3
6
3
11
19
26
30
37
22
6
9
13
21
28
42
15
10
4
3
2
2
53
50
48
39
23
25
TV Newspaper Mobile PC Magazine BookRadio Other
Mobile matters.“Which Medium is Most Important to To You?” - by Age Group
A lot.Time spent on Mobile Web per Day, 16-24 year-old Mobile Web Users (in %)
0
10
20
30
40
>3 hrs 2-3 hrs 1-2 hrs 30 min -1 hr Daily, <30 min Less than daily I don’t
35
16
2022
1416
33
9
12
21
17
33
34
13
16
22
15
24
“More than an hour daily”: 61%
All Female MaleSource: Infinita, April 2008
“At least daily”: 90%
Mobile Advertisingspendings exceeded half a billion US$ last year.
2003 2004 2005 2006 2007 2008 2009 2010 2011
1,284
1,108
928
744
621
390288
180100
Advertising Expenditures across Major Media 2007 and YoY Changes 2006/(2005)But unfortunately, advertisers are still half asleep.
Sources: Dentsu Communication Institute, April 2008; Production Costs + Media Spendings
Mobile: only 1% share, but+59.2% (+35.4%)growth
-5.2% (-3.8%)
-4% (-1.3%)
-0.9% (-1.2%)+10.8% (+11.7%)
+3% (+0.9%)
+21.3% (+28.6%)
-4.2% (-1.9%)
Mobile: Left, right and center.
TV
Radio
Online
Newspaper
OOH
Event
Transit
Magazines
Mobile Ads
URL
Mobile Search
PC Search
Mobile Site
PC Site
PoS
Mobile Tool
EC Site
Mobile SNSMobile Mail
BlogsReviews
Attention Interest Search Action Share
Word of Mouth
Interest Search Action Share
Broad Reach Targeted Reach Search
Access Tools
PoS
Mobile Site
Carrier Menu
!"#$!!
Mobile Email Ads
Mobile SNS
Fashion
News&Sports
TV Guide
Location/Maps
QR
Short Codes
Visual Search
NFC
Mobile Email
Mobile SNS
Attention
Social
Campaign Examples
★ 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
Promotional banner for Stage 2Source: Boukun Associates
★ 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
★ “Military intelligence/spy points” system
★ More than 100,000 page views per day
Source: Boukun Associates
★ 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 salons, design hotels) through collaborations
Source: Xavel, Inc.
Coca Cola/mobagetown Tie-up SiteSource: Nikkei
★ 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 with Coca Cola “The Coke Side of Life” TV campaign
Coca Cola-branded versionof mobagetown (above), branded games (top right),branded Decomail (left)
Source: DeNA Co., Ltd.
★ 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
Color QR Code Mosaic Posters with Comic Book HeroesSource: Dentsu
★ 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”
Source: Dentsu
★ 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
Source: IT Media
Source: IT Media
NIKE Mobathlon PC Demo VideoSource: imaginative, Inc.
★ 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
Touchpoints 24/7, 365.NTT DoCoMo “Lifestyle Support” Approach
