Joint session of Mobext and McDonald's Philippines during the 2014 ad:tech ASEAN. Presented by Kring Lao, Marketing Manager of McDonald's Philippines, and Arthur Policarpio, Head of Mobext Asia-Pacific.
Citation preview
Turning First Time Mobile Advertisers to Believers Christina D.
Lao Marketing Manager McDonalds Philippines @therealkringlao 9 July
2014
outline The Digital Journey The Mobile Transformation The
Trending Topics
the digital journey
52% 95% of Filipinos are online spending average of 5.5 hours
daily Online time spent on Social Media the connected Filipino 531%
Growth in internet usage (Highest in the world)
MOST WIDELY USED Ranked No. 8 worldwide FAST GROWING Ranked No.
10 worldwide MOST ACTIVE USERS CAPTIVE AUDIENCE Ranked No. 1 in ave
videos watched and mins spent per session 35m 20m Ranked No. 1
active users 34mins 8videos the connected Filipino 24m
social media stats 967,273 likes +0.52 % growth from May 1.45%
engagement rate 82.6 K followers on Twitter +2.60% growth from May
Around 10,000 subscribers on YouTube Over 32,000 followers on
Instagram
#McSpicy best practice #NationalBreakfastDay Trended #1
PAID consumer communication and integrated brand campaigns
Our first digital-led campaign with no TV support. Trended
globally at #3 and was picked up by Bloomberg and Huffington Post.
best practice
refueling young singles and young adults looking for balance
& variety TARGET MARKET best practice Insight: People go crazy
when they see someone eating something they crave
best practice
owned media
the mobile transformation
mobile penetration million mobile subscribers smart phone
growth (2nd highest in ASEAN) There are more mobile phones than
people in the Philippines welcome to our world Spent on mobile;
higher than global average. 110% 110m 143 mins75%
growth in search for McDonalds and delivery-related
materials.41% 37m USD estimated size of the prize per year of
mobile delivery mobile MDS
mobile creates a SEA of opportunity for you Mobile creates ales
Mobile creates ngagement Mobile creates wareness
#1 mobile creates sales
CHALLENGE SOLUTION RESULTS Provide consumers with a more
convenient way of redeeming offers To save money on printing costs
Create a mobile coupon site, where users simply register to get
free McDonalds Ang Pao coupons redeemable at any McD store. With
cross-platform advertising on digital, print, and mobile display
Over 28,000 unique registrations in just 2 months +18% revenue to
spend ratio for mobile coupons vs. print coupons McDonalds Ang Pao
Coupons
#1 mobile creates sales
CHALLENGE SOLUTION RESULTS Add another access point of
McDonalds delivery Optimize mcdelivery.com.ph for mobile Develop a
mobile-friendly version of mcdelivery.com.ph McDonalds Delivery
Mobile Site 1st month WITHOUT advertising: 94 thousand monthly
unique visits More than 20K transactions, incremental to desktop
version
#2 mobile creates engagement
CHALLENGE SOLUTION RESULTS To amplify the newly launched
Bundled Meals big idea of inspiring people to enrich their
friendships by being physically together. Develop a mobile app that
puts value to minutes of real life interactions. McDonalds Coca-
Cola BFF Time Out App Almost 30K downloads for first month of
launch
#3 mobile creates awareness Save the number
Increase McDonalds delivery number recall and awareness Launch
a simple yet effective campaign that would not only make customers
remember McDs delivery number but actually save it on their phones
for easy access/reference Creating Number Awareness 75,000
redemptions and counting Estimated at least 500,000 phones with
McDonalds delivery number CHALLENGE SOLUTION RESULTS
The Trending Topics
Top Tweets
The biggest risk is not taking any risk.In a world that is
changing really quickly, the only strategy that is guaranteed to
fail is not taking risk. Mark Zuckerberg
@therealkringlao #startbelieving #thankyou
[email protected] Turning First-Time Mobile Advertisers to
Believers By Arthur Policarpio Managing Director, Mobext,
Asia-Pacific
If mobile is big, wheres the money?
Advertisers know its big. invest in mobile 48% 40% mobile will
be more importan than radio in 2 years 53% say mobile will be as
equally important as TV in 2 years 62% say mobile will be as
equally important as outdoor in 2 years 38% say mobile will be more
important than print in 2 years.
Why arent advertisers spending more?
Limited knowledge+expertise (63%) 5
Lack of reliable framework for measuring success (63%) 6
14 Mobile = traditional Measuring mobile by the same yardstick
as traditional media
19 Techies: In love with technology Visionaries: Get ahead of
the market Pragmatists: Want predictable progress Conservatives:
Stick with satus quo Skeptics: If it aint broke, dont fix it
Progress happens because of the crazy ones who were willing to
take a risk and re-invent the game.
Why cant marketers think like these crazy ones when it comes to
mobile?
17 They all recognized an opportunity, risked it all, and took
the plunge... before data/proof came.
21 #2 The Start-up Mentality
22 We applied the Lean Startup Approach to Mobile
Marketing
Test & Learn (Fail) 23 Scale and Succeed
24 Speed is Critical If we can reduce the time between pivots
We can increase our odds of success Before we run out of money
25 What you did in 6 months, we can do in 24 hours
26 From this...
27 24 hours To this
We co-funded first-time mobile investments by advertisers
28
21 #3 Talk Business
Bias to Creative Flair, Awards 30 Awards Creativity
Technology
What keeps CEOs awake at night? 31
3 Things that Matter to CEOs
We have to stop thinking of mobile as just a media
channel.
marketing commerce/distribution customer service research
product development business model Business Transformation
Platform
19 Techies: In love with technology Visionaries: Get ahead of
the market Pragmatists: Want predictable progress Conservatives:
Stick with satus quo Skeptics: If it aint broke, dont fix it
You will be bombarded with facts, statistics, data, case
studies, best practices... 41