Professional Documents
Culture Documents
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THE HYPERFACTORY SNAKK MEDIA: LAUNCHED
Launched Snakk Media A global mobile media in Auckland Dec 07
to bolster the new sales network, the with exclusive
discipline of mobile first of its kind, representation for the
advertising: media specialising in launch of advertising
packaging and on New Zealand’s
representing mobile largest mobile
media advertising destination:
opportunities Vodafone V-Live
THE CURRENT MOBILE MARKETING LANDSCAPE
So what’s changing?
1
Nielson/Net Ratings May 2007
NEW ZEALAND’S INDEPENDENT “Advertising on Scoop means our
NEWS MEDIA message is going out to
educated, affluent business
AUDIENCE decision makers – that’s who we
need to reach” – New Zealand
•25-54 year old slight female bias
Public Service Association
•Top professionals in business, government and
media
•Urban based, 75% North Island skew
•50% earn $80,000k+, 26% earn $120k+
•Heavy internet users (90% browse daily)
•41% work for companies with 50+ employees
Campaign Objective:
• Extend the 24hr Aussi Deals offer to Vlive! Audience
• Talk to the audience at a time when the most relevant
medium is mobile
Mechanics/Placement:
• Home page – tenancy based for 4 week period
• Consumers clicked from banner through to mobile
landing page with offer details.
Measures of Success:
• To exceed online CTR
Results:
• Average CTR rate 4% vs less than 0.02%
CASE STUDY: AIR NEW ZEALAND GRAB A SEAT PROMOTION
Campaign Objective:
• Extend the reach of the “Grab a Plane” promotion to
Vlive! audience.
• Encourage users to enter competition or to go online
and continue to complete the fill a plane challenge.
Mechanics/Placement:
• Home page – tenancy based for 4week period
• Users clicked on banner and went to mobile landing
page which advised of the promotion
Measures of Success:
• To engage with 1000 targeted consumers
Results:
• Average CTR rate 5%
• Interacted with 600,000 unique viewers
CASE STUDY: AIR NEW ZEALAND CAMPAIGN RESULTS
Campaign Objectives:
• Total of 6 campaigns deployed since mobile site launch
• Initial objective to increase awareness of Air NZ Mobile site & drive users to the
site
• Objectives now to communicate specific services & deals to the audience and
drive users to the mobile site for further information/engagement
Mechanics/Placement:
• Banner placement across Vodafone Live! With focus on the most relevant
sections for the specific target audiences
• Sponsored SMS on Vodafone service messages driving consumers to the mobile
site
• Users click on the specific banners / link within SMS message and are taken to
the Air NZ Mobile site – deep linking to the relevant section
Mechanics/Placement:
• Message included in “balance” reply messages encouraging
recipients to:
• Send an SMS to short code with “IOU” keyword to receive
special code to be entered online at DVD Unlimited to
receive free trial.
Measures of Success:
• 5% uptake of the offer to be achieved
Results:
• 64,000 IOU messages were received over the 4 day period -
60,000 of which were unique users
• Average response rate to the offer was 9%
• Cost per new customer acquisition less than 90c versus DM
$1.30
CASE STUDY : NZ ARMY FORCE 9 CAMPAIGN
Campaign Objective:
• Distribute NZ Army branded mobile game and in doing so raise awareness of NZ
Army
• Encourage increased engagement with the brand via game play
• Drive users to the NZ Army mobile site
Mechanics/Placement:
• Cross section placement including home page, hot links, news & sport
• Users clicked on the banner and are taken to the NZ Army mobile site where they
can download the branded game.
Measures of Success:
• Game downloads to exceed 2,500
Results:
• Over 4,500 game downloads
• CTR average 10%
• Repeat visitation to the site 1.8 times per user
CASE STUDY : NZ ARMY FORCE 9 CAMPAIGN
Mechanics/Placement:
• Cross section placement
including home page, hot links,
news & sport
• Users who click through are
taken to Pocket 14 mobile site
to view dynamic Super 14
content & submit user
generated content
Measures of Success:
• Exceed online CTR of 2%
• Drive ongoing interaction
throughout duration of
campaign
Results:
• Average CTR rate 15%
• Traffic to site continued to grow
throughout the campaign
duration
Campaign Objective:
• Increase awareness of Max Winter sale
• Drive consumers in store
Mechanics/Placement:
• Cross section placement including home
page, hot links
• Users click on the banner and are taken
to the Max Fashions mobile landing page
which advises them of the sale
• Allows them to opt in to email and SMS
alert database for exclusive offers
Measures of Success:
• To exceed 2% CTR
• To exceed 500 opt ins for newsletter
Results:
• CTR average 5%
• Opt in to database 1034
CASE STUDY: SKY TV
Campaign Objective:
• Increase uptake of the Sky “Free
Installation” offer
Mechanics/Placement:
• Cross section placement
including home page, hot links, &
entertainment
• Users click on the banner and
are taken to campaign specific
landing page where they can
click to call Sky contact centre
directly
Measures of Success:
• CTR to exceed 2.5%
Results:
• CTR average 3.5%
Campaign Objective:
• Extend the reach of the Be The Gorilla campaign
• Allow a wider audience to access the Gorilla Drum game and other exclusive
mobile content
• Drive further interaction with the campaign post launch.
Mechanics/Placement:.
• Banner placement on home page, entertainment and music sections
• Users that clicked the banner were taken to a Cadbury Gorilla mobile site where
they were able to download the game, wallpaper and txt alerts
Measures of Success:
• Content downloads to exceed 5,000
• CTR to reach above 3%
Results:
• Content downloads 9,272
• Average CTR 3.1%
• Conversion rate over 27%
CASE STUDY: CADBURY ‘BE THE GORILLA”
Results:
• Significant increase in activity to
the short code over the period as
demonstrated in the following
chart
Sponsored SMS Top Up Reply Sponsored SMS Balance Reply
CASE STUDY: ELECTORAL ENROLMENT CENTRE
• The chart below indicates significant increases in activity to NZ Elections shortcode
over the period that message was appended to TOP-UP & TXTBAL
• ‘Estimated’ market activity over the period demonstrates considerable incremental
activity driven by sponsored SMS activity
900
800
TXT
700
BAL
600
500 TOP UP
400
300
200
100
0
8
08
08
08
08
08
08
08
08
08
08
00
00
00
00
20
20
20
20
20
20
20
20
20
20
/2
/2
/2
/2
6/
6/
6/
7/
7/
7/
8/
8/
8/
8/
06
07
08
06
/0
/0
/0
/0
/0
/0
/0
/0
/0
/0
1/
6/
3/
8/
15
22
13
27
17
24
31
29
20
10
Campaign Objective:
• Extend the reach of the online “Let’s Get Loud”
campaign
• Encourage further engagement with the
campaign
• Mobilise existing content to reach additional
audience
Mechanics/Placement:.
• Banner placement throughout Vodafone Live!
• Users that clicked the banner were taken to the
Let’s Get Loud campaign specific mobile site.
• Viewers were able to view celebrity
endorsement videos, find out more about the
elections and take a made for mobile elections
quiz.
Measures of Success:
• Average CTR to be greater than 2%
• Engagement conversion rate to be greater
than 5%
Results:
• Average CTR 2.5%
• 2500 pieces of content consumed
• Content conversion rate 11.5%
CASE STUDY: MINI “SEMI PERMANENT”
Campaign Objective:
Mechanics/Placement:.
• Banner placement throughout
Vodafone Live!
• Users that clicked the banner were
taken to the Mini Semi Permanent
mobile site at the mobile site
viewers were able to:
• View promotional videos, find out
more about the latest mini, opt in
to a database for further
information
Measures of Success:
• Average CTR to be greater than
2%
• Site visits to exceed 1000
Results:
• CTR 3.6%
• Mobile site visits 2356, exceeding
target by
• 30% conversion rate on content
downloads
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Contact
13 Sale Street, Freemans Bay.
Andy Speed
Mobile Media Sales Manager
Snakk Media
www.snakkmedia.com
NZ Mobile: +64 21 607 060
andy.speed@snakkmedia.com
Skype: andrew.speed1