M2 roadshow us gerhard guenther, digital sunray media

Mobile 2.0 Advertising show case: Ärzte ohne Grenzen (ÄoG) | Médecins Sans Frontières (MSF).

Promoting mobile as an interactive marketing medium as part of a 360° campaign for a NGO. New York, November 2nd, 2010

© 2010 Digitalsunray Media GmbH - Confidential 2

Agenda.

1 About Digitalsunray Media

2 Mobile 2.0 | Web 2.0 show case: Ärzte ohne Grenzen (ÄoG)

3 Success factors. Next steps.

Digitalsunray Media. mobile|creative|marketing|content|solutions

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© 2010 Digitalsunray Media GmbH - Confidential 4

About Digitalsunray Media.

Structure

Founded in August 2007

Based in Vienna, Austria

100% self financed

Team of 7 people

Network of freelancer

In-house development and co-operation with external technical partners

Mission Statement

Go mobile, Ad globile!

Customers

© 2010 Digitalsunray Media GmbH - Confidential

Service portfolio.

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CONTENT-

DEVELOPMENT,

LISENSING

& BRANDING

MOBILE & DIGITAL MEDIA STRATEGY CONSULTING

MOBILE PRESENCE MOBILE COMMUNICATION

DEVELOPMENT & HOSTING

FU

LL S

ER

VIC

E

MO

BIL

E M

AR

KE

TIN

G

MOBILIZATION,

APPS-, PORTAL -

CREATION

& DESIGN

MOBILE

ADVERTISING

& CAMPAIGN

CREATION

CAMPAIGN-

MANAGEMENT

& MEDIA

PLANNING

Campaign pitch: Ärzte ohne Grenzen (ÄoG). innovative | interactive | viral

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"Médecins Sans Frontières (MSF)" (http://www.msf.org) is an international humanitarian aid organization providing emergency medical assistance to populations in danger in more than 70 countries.

Mission

The basic principle is voluntary commitment: MSF volunteers (expats) donate their time and qualifications for people in crisis.

MSF seeks to raise awareness of crisis situations and to ensure respect for the human beings and their fundamental human rights

Foundation

MSF has been setting up emergency medical aid missions around the world since 1971.

The Austrian partner office of MSF – "Ärzte ohne Grenzen (ÄoG)" (http://www.aerzte-ohne-grenzen.at) – was founded in 1994.

Ärzte ohne Grenzen (ÄoG) | Médecins Sans Frontières (MSF) | Doctors Without Borders.

http://www.msf.org/

http://www.aerzte-ohne-grenzen.at/






Social Networks to spread the word and recruit volunteers.

For medical aid operations throughout the entire world, MSF is on the lookout for volunteers who are willing to provide some of their time and skills to be available for those in need.

Social networks are the perfect space for this mission. Thus "Ärzte ohne Grenzen (ÄoG)" is very active in all popular social networks and runs its own blog.

Facebook: http://www.facebook.com/aerzteohnegrenzenMSF

Twitter: http://twitter.com/msf_austria

YouTube: http://www.youtube.com/msfaustria

ÄoG Blogs: http://blogs.msf.at/

http://www.facebook.com/aerzteohnegrenzenMSF

http://twitter.com/msf_austria

http://www.youtube.com/msfaustria

http://blogs.msf.at/


Campaign pitch | briefing.

Creation of a new 360°Campaign

Above the line: TV, outdoor, print

Below the line: Online, Mobile Innovative, Interactive, Viral

Campaign target

Develop an interactive campaign

Create (brand) awareness and ultimately raise funds

Use mobile and online as interactive channels

Well integrated into main above the line campaign

Reach (new) target audience via new digital formats

Target Group

Younger audience

Business segment | companies

Everyone


New campaign key visual & claim.

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Mobile 2.0 | Web 2.0: Contribute! Interactive mobile campaign.

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Mobile:

http://mspende.msf.at

Mobile campaign page: Step I – Choose your donation box.

Chose size of donation

box

Splash/ Landing

page

Start donation

Send-to-Friend

http://www.aerzte-ohne-grenzen.at/spendenbox/

© 2010 Digitalsunray Media GmbH - Confidential 13 © Digitalsunray Media GmbH – Confidential

Chose among

different products

Add to your box

Progress bar |

Product added

Add more products

Donate now

Step II – Choose products | amount.


Step III – Add further products.

Chose among

different products

Add to your box

Progress bar

Donate now

2nd product added


Step IV – Confirmation.

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Enter mobile number

Donation process:

Once you have completed your donation and/or the donation box is full, the user proceeds with the confirmation process.

Confirmation

User enters his mobile number

Pressing the 'send'-button triggers a SMS stating the amount again she/he wants to donate plus request to answer with ‘YES'

User gets a confirmation SMS with a link to the 'Thank You' page plus info to

either forward it to her|his friends, colleagues and|or relatives

OR

post it via facebook


Step V(a) – Send2Friend.

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Enter your name

Enter your friend’s name

Enter friend’s mobile number

Send-to-Friend

Post on facebook account


Step V(b) – Post on facebook.

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Post on facebook account

Enter your facebook

credentials

Shows status

update on facebook


Step V(b) – Status update on facebook.

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Immediate status update:

…has filled a donation box for "Ärzte ohne Grenzen"

Request to participate either

Online OR

Mobile


Mobile promotion: operator and off-portals.

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Online. Above the line. Merchandise. Other means to help. Contribute. | Carry-on.

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Online campaign page and bannering.

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Online: http://www.aerzte-ohne-grenzen.at/spendenbox/







Above-the-line: Print | Outdoor | TV.

http://www.tshirt.ag/de/aerzte-ohne-grenzen

21 means to help






Success factors. Next steps.

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Success factors & Next steps.

Campaign essentials

– High personal evolvement with the brand Strong awareness and brand building

– Strong community building and viral impact

– Pushing new fund raising possibility Donation focus combined with fun | community elements

– Strong focus on new distribution technologies and cross-format promotions

– Differentiation

Room for improvement

Mobile: One-click-to-donation, ie lack of smooth cross-operator | platform billing possibilities

Next steps

– Fully integrated mobile billing experience

White label approach

The donation proposition as well as flow can also be transferred to other concepts as a white label solution for other NGOs and NPOs.

In a nutshell | 'box'…

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Every donation counts and helps worldwide!

Mobile: http://mspende.msf.at Online: http://www.aerzte-ohne-grenzen.at/spendenbox/








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