AN ANALYSIS OF

WINNING MOBILE

CAMPAIGNS

THE SMARTIES™

INDIA

TV Smartphone Laptop Tablet

UNIQUENESS OF

MOBILE FOR

MARKETERS

Always on – constant connection

Right Time, Right Location

Taking it personally

Flexibility of role

Choice is yours : Active or Passive

Daily Multiscreen usage minutes

Screen Usage during the day

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

6am to 9am 9am to 12noon

12 noon to3pm

3pm to 6pm 6pm to 9pm 9pm to 12midnight

12 midnight to6amMorning Noon Evening to

Late night Midnight to

early morning

96 Minutes

(25%)

162 Minutes

(42%)

95 Minutes

(25%)

31 Minutes

(8%)

Global Average: 113 (27%)

Global Average: 108 (26%)

Global Average: 50 (12%)

Global Average: 147 (35%)

Device Key:

32%

12%

3%

8%

8%

5%

5%

18%

34%

37%

3%

6%

14%

6%

2014

(Winning campaigns: 40)

2015

(Winning campaigns: 35)

THE WINNERS

CAME FROM

Political Party

FMCG

Technology

Food & Drinks

Auto

Mobile Handsets

Telecom Services

e-commerce

Others

WHAT

DIFFERENTIATES

A WINNER IN

INDIA?

1.

WELL-DEFINED

GOALS!

Some winning entries in scaled up in their second year - added new geographies, segments and touch points

BIG IDEA + SCALE

70% OF THE

WINNING CASES

DEMONSTRATED

LARGE SCALE

95% WERE

TAILORED TO THE

TARGET GROUP

BRAND TASKS

SHARPLY DEFINED

85% WERE

TAILORED TO THE

CONTEXT

2. BRANDS

GOT CLOSER TO

CONSUMER

Right Time

Right Location

‘TARGET MOMENTS’

TAKING SHAPE

55% USED

TECHNOLOGY TO

BUILD BRANDS

AROUND KEY

MOMENTS

ENGAGEMENT WAS

DRIVEN

‘IN CONTEXT’

Brands integrated the ideas in many ways :

Real consumer stories

Deeper understanding of consumer preference

Sharper segmentation and personalized messaging

Delivering a relevant brand experience

3.

INNOVATIONS AT

THE HEART

INNOVATIVE

MULTI-CHANNEL

INTEGRATION

Social media and mobile will have greater collaboration.

– Millward Brown Media Predictions 2015

55% OF THE

WINNERS

INTEGRATED

THEIR APPROACH

WITH SOCIAL

MEDIA

INNOVATIVE USE

OF TECHNOLOGY

30% OF THE WINNERS

USED MOBILE APPS

INNOVATIVELY TO

CONNECT AND BUILD

BRAND EXPERIENCE

WHILE ONLY 10%

USED GAMING TO

FACILITATE

ENGAGEMENT

AN ANALYSIS OF

WINNING MOBILE

CAMPAIGNS

THE SMARTIES™

INDIA