mobiThinking caught up with Alberto Benbunan, corporate development director of award-winning agency Mobile Dreams Factory. We asked him to share with you the video case studies that helped put the Spanish mobile-marketing agency into the spotlight at the 2008 Mobile Marketing Association Awards. So if you weren’t on the MMA judging panel, now is your chance to judge for yourself.
Let us know what your think.
mT: mobiThinking counted eight Mobile Dreams Factory campaigns among the finalists (including four winners) at this year’s Mobile Marketing Association Awards – is that a record?
Yes, it is. We were the most recognized agency at this year’s MMA Awards ceremony. Mobile Dreams Factory’s campaigns have done very well in the three previous events too. Hyperfactory also tends to do well at the awards.
There’s more to awards ceremonies than recognizing the efforts of agencies or clients, they should also inspire others. All our projects aim to get results – to reach our clients’ objectives – but we do it in a way that helps to inspire and evangelize this new medium.
mT: Would you like to tell us a little bit about the winning campaigns, please?
So first, the four campaigns that won the MMA Global or EMEA awards, then the four finalists:
Caja Madrid; Information in your phone: This was a 360-degree mobile-marketing campaign providing news from the financial newspaper Expansion, free to participating mobile users, sponsored by Caja Madrid targeted banner adverts. Subscribers also received a daily MMS at the end of the trading day rounding up relevant stock-market information. The campaign was run in conjunction with Shackleton. See the video case study.
Diageo; iDrinks: This integrated campaign used web, SMS, MMS and 2D-mobile coupons (and scanners) to promote Johnnie Walker, Cacique and J&B brands. Users subscribed to iDrinks on the website and then received a 2D coupon to their mobile phone each week. When these mobile coupons were scanned using a machine at participating bars they were converted to physical coupons, redeemable at the bar. The goals were to drive traffic to bars; increasing consumption of Diageo’s brand and learn more about consumer behavior (using customer relationship management techniques), in particular reaction to mobile coupons. See the video case study.
Heineken; Tienes un plan (You have a plan): Heineken wanted to remind consumers to put the Heineken barrel in the fridge to settle 10 hours before consumption. The campaign focused on a web-based party planner that allowed consumers to send text messages to their friends, planning different parties around a barrel of Heineken. See the video case study.
Johnnie Walker; Voice Push: The main objective of the Johnnie Walker campaign was to communicate Diageo’s responsible alcohol consumption, particularly against drink-driving. Being a Formula One racing-team sponsor, Diageo used Formula One pilot Pedro de la Rosa to front the campaign. Simultaneously Johnnie Walker’s database of 30,000 consumers and a room full of journalist received a personal message from Pedro de la Rosa about responsible consumption while driving. See the video case study.
Coca-Cola; Happiness Factory: The goal was mobile integration of the Happiness Factory short movie. The main campaign encouraged people to wait until a certain date to view the premiere of this movie, so we did the same in the mobile site. We did the premiere of the movie on the mobile site. Users could send a free MMS Xmas / New Year greetings card to friends from the mobile site. They could also create their own wallpaper, choose between different movie characters, download movie clips, ringtones and share with their friends free of charge. See the video case study.
Cepsa; Aplicacion nativa para iPhone: Cepsa is a Spanish gas-station chain that takes its top-performing station owners on a trip each year, organized by Shackleton. One hundred winning participants received an iPhone containing a specially written application that provided everything they needed to know about their trip to Australia. See the video case study.
J&B; Party Project: Diageo’s Party project campaign used a variety of tools including a customized game, a WAP portal, SMS and MMS to drive traffic to J&B’s parties. But the objective was not just to get the message across about J&B’s parties, but also to encourage consumers to express their creativity. See the video case study.
Vodafone Club 2020: This is a permission-based mobile-marketing platform. The users opt-in to Club 2020 platform in order to receive SMS/MMS message with offers and coupons according to their preferences. See the video case study.
mT: Where did these campaigns take place? Are there plans to replicate campaigns in different industry verticals and in different countries?
Most of these campaigns took place in Spain. We are replicating some of them, such as iDrinks, in other countries. As soon as we can confirm the launch dates, we’ll let you know.
mT: A lot of these campaigns are consumables – particularly Diageo brands. Is mobile marketing more advanced in the consumables sector?
Mobile marketing can’t be standalone. It needs to be integrated with the whole marketing mix or at least the web/digital strategy. Consumables companies believed in mobile marketing from the beginning. Now they know more about it than other sectors and they’re enjoying the rewards.
mT: These campaigns are all quite individual, is there a linking theme, something that makes them specifically Mobile Dreams campaigns?
Mobile Dreams is obsessed with results. It’s not a matter of cheap or expensive mobile-marketing campaigns – the important thing is whether they are effective or not.
We love to mix effectiveness with innovation and creativity. I think that we do it very well, with campaigns that achieve great results in terms of participation, engagement, loyalty, etc.
mT: Which campaigns stand out particularly?
My personal pick is iDrinks because it was the most innovative and effective. The feedback from users was great. I really love it when people ask for more of your advertising – that means they find it useful.
I also liked Cepsa iPhone application. This campaign created a lot of expectation among the participants. We were giving away iPhones before they were on the market in Spain. The effect was awesome!