2015 Smarties Awards Cases Research - Millward Brown · Laptop TV Tablet Data source ... brand awareness to improving brand reputation and a greater use of mobile apps, gaming and

2015 Smarties Awards Cases Research

Smarties Awards

Mobile Marketing 2015

In China where digital devices have become increasingly ubiquitous, the amount of time spent by consumers staring at digital screens has far exceeded the Asia Pacific average and the global average. Therefore, mobile marketing is of even more importance to businesses here.

89 minutes

(19%)

170 minutes

(35%)

161 minutes

(34%)

59 minutes

(12%)

Global average: 113 (27%)




Minutes:

439 417

Asia-

Pacific Global

TV Smartphone Laptop Tablet

Devices:

479

China

Smartphone

Laptop

TV

Tablet

Data source: Millward Brown AdReaction 2014 (based on survey of 16-44 year old multiscreen users)

What new trends do the submitted marketing cases for MMA Smarties Awards 2015 reflect?

Item 2015 2014

Goal Improve/enhance brand image 51% 24%

Implementation Plan

Interactive experience-based 57% 48%

Mobile app-based 65% 46%

Gaming-based 17% 9%

Social media-based 43% 17%

Results

Increase consumer engagement with

advertising

30% 5%

Increase online/offline traffic 66% 23%

The submitted mobile marketing cases in 2015 showed a shift in goal from improving

brand awareness to improving brand reputation and a greater use of mobile apps,

gaming and social media in interacting with consumers. Compared to last year, the

cases in 2015 were more geared to increasing consumer involvement and effectively

improving online and offline traffic.

Data source: Statistics of submitted cases for MMA Smarties Awards 2014 and 2015

Distribution of Smarties Awards Cases by Category

57 53

7 6

20

29

15 14 17

26

10 18

0

10

20

30

40

50

60

A B C D E F G H I J K L

(Number of Submitted Cases: 272)

A through L denote the following awards: A: Brand Awareness; B: Interactive Marketing; C:

Customer Relationship Management; D: Social Impact; E: Cross Media Integration; F: Cross

Mobile Integration; G: Mobile App Website; H: Mobile Social Media; I: Mobile Technology

Innovation; J: Advertising Form Innovation; K: Mobile Commerce Innovation; L: O2O Innovation

39%

14%

3% 3% 3%

4%

2% 10%

7%

1% 4%

3%

7%

FMCG

Auto

Healthcare

App

Finance & Insurance

eCommerce

Luxury

Apparel

Mobile Digital Computers

Communication

Catering

Electrical Appliances

Other

(Number of shortlisted cases: 72) (Number of award-winning cases: 30)

What made they stand up and win awards?

42%

11% 4% 2% 3%

11%

8%

8% 1%

10%

FMCG

Auto

App

Finance & Insurance

Luxury

Apparel


Catering

Electrical Appliances

Other

44%

7% 3% 3%

20%

3%

10%

10%

FMCG

Auto

App

Finance & Insurance

Apparel


Catering

Other

Key Points for Successful Mobile Marketing

1.Set well-defined operable goals!

Setting a well-defined goal is the foundation of

a successful communications project.

Compared to last year, there was an increase

in cases which set more concrete goals such

as “increase sales“ and “improve brand

awareness”.

$ $ $ $ $ $ $ $ $ $

$ $ $ $ $ $ $ $ $ $

$ $ $ $ $ $ $ $ $ $

$ $ $ $ $ $ $ $ $ $

$ $ $ $ $ $ $ $ $ $

$ $ $ $ $ $ $ $ $ $

$ $ $ $ $ $ $ $ $ $

$ $ $ $ $ $ $ $ $ $

$ $ $ $ $ $ $ $ $ $

$ $ $ $ $ $ $ $ $ $ Set well-defined operable goals

2015 2014

Increase sales 30% 25%

Improve brand

awareness 57% 39%

However, it remained inadequate to just

set goals like “improve brand awareness”

or “increase sales”.

This year, 70% of award-winning cases

had specific operable plans to achieve

their goals.

$ $ $ $ $ $ $ $ $ $

$ $ $ $ $ $ $ $ $ $

$ $ $ $ $ $ $ $ $ $

$ $ $ $ $ $ $ $ $ $

$ $ $ $ $ $ $ $ $ $

$ $ $ $ $ $ $ $ $ $

$ $ $ $ $ $ $ $ $ $

$ $ $ $ $ $ $ $ $ $

$ $ $ $ $ $ $ $ $ $

$ $ $ $ $ $ $ $ $ $ Set well-defined operable goals

Set well-defined operable goals

Of the award-winning cases with clearly

defined goals, 90% had clearly defined

means to achieve their goals and 40%

clearly identified their target customer

groups.


Some typical clearly defined goals:

“Improve XX’s core brand value and

identity in second- and third-tier cities

through innovative digital

communications”

“Increase users’ understanding of the XX

concept of the brand and build its XX

brand image through interactive gaming”

2.Innovatively apply multi-channel

integration

In early 2015, MillwardBrown released a

forecast report on digital media trends. It

finds, among other things:

• 21 years after the emergence of digital

marketing, multi-screen marketing

combining multiple screens such as TV,

laptop, smartphone and tablets will finally

become unified

• Social media and mobile media will have

greater collaboration

Innovatively apply multi-channel integration

To testify the above trends, 77% of award-

winning cases used multi-channel media

marketing, versus 67% in last year. Overall,

this integrated marketing approach is helpful

for brand building.


In addition, award-winning cases in this

year leveraged to a greater extent the

characteristics of mobile media to make

marketing more precise and targeted.

In terms of the percentage of award-

winning cases that leveraged social

media, the indicator reached up to 90%

this year, versus 65% last year.


Of these cases that used social media,

over half leveraged buzz marketing

and user-to-user sharing on social

media.


47% of award-winning cases effectively

used smartphone-specific

technologies to design marketing

topics.


Nearly 30% of award-winning cases

included innovative mobile gaming in

their campaigns to facilitate consumer

emersion.


3.Actively and effectively interact

with consumers

Active and effective interaction with consumers can help strengthen the bond between consumers and brands

Compared to traditional media channels, mobile

marketing's biggest strength is its ability to interact

with precisely targeted consumers and build closer

ties with consumers than traditional media or common

online media.

Active and effective interaction with consumers can help strengthen the bond between consumers and brands

Half of award-winning cases successfully

integrated communications and social

media or offline experience to attract

attention of target consumer groups and

prompt sharing, versus a mere 25% of

unshortlisted cases.


Innovatively apply multi-channel

integration

Actively and effectively interact

with consumers

Three Things To Remember About Mobile Marketing

1

2

3

Documents

2015 Smarties Awards Cases Research - Millward Brown · Laptop TV Tablet Data source ... brand awareness to improving brand reputation and a greater use of mobile apps, gaming and