1. S R M O A Mobile Magic THE BRAND EXPERIENCE AGENCY THE PLAY ISSUE 02 || JUNE 2012 REPORT A brief study on the changing landscape of experiential marketing. SPONSORSHIP RETAIL MOBILE ONLINE ACTIVATION Featuring Wi-Fiction storytelling, social media powered helium balloons and shooting virtual basketball hoops with smartphones

2. A ACTIVATION S SPONSORSHIP R RETAIL M MOBILE O ONLINE Hello Following the successful launch of the PLAY Report our guest editor, Jenna Setford, Head of Digital at PLAY, brings you a promising and insightful read with this second issue Mobile Magic, which you are probably (and befittingly enough) viewing on your mobile device right about now. What can only be described as a remarkable groundswell, the worldwide adoption and almost complete penetration of smartphones has marketers shifting in their seats. Trend reports left and centre preach mobile marketing, its importance to brand building and the need for a standalone budget. Despite this, mobile continues to be the most imbalanced medium when it comes to ad spending versus time spent, at 1% compared to 23%, according to Google. Faced with the shifting role and definition of mobile in the lives of consumers, mobile marketers need to embrace the opportunities available, understand the collossal impact mobile is having on the way consumers are interacting with brands and incorporate mobile appropriately into the strategy and business model, not simply as an add-on, but as a robust platform and communication channel. In this issue we explore an array of examples where mobile has enhanced various digital and live experiences. PLAY hopes to create a conversation that goes beyond the water cooler and inspires you and your business to recognise the value proposition of mobile. Nokia launches the Lumia 800 with a spectacular light and sound 4D installation. E-mart drives consumers instore using 3D QR codes, which can only be read when the sun casts a shadow. Social media powered helium balloons lift Strike Bowlings Manager into the air to promote the launch of a new bar. Wi -Fi connection at the Melbourne Writers Festival enables concise storytelling with a twist. STRIKE BOWLING BAR LAUNCH ING-DIBA FREE THROW BILLBOARD E-MART SHADOW QR CODES NOKIA LUMIA 800 LAUNCH MELBOURNE WRITERS FESTIVAL WI-FICTION Smartphones are transformed into virtual basketballs; ING DiBa uses AR to engage with German basketbal audience.

3. MOBILE MAGIC MOBILE STATS Penetration 52% 2nd PREDICTED SMARTPHONE USERS BY THE END OF 2012 (Source: ourmobileplanet.com) AUSTRALIA COMPARED TO THE WORLD FOR SMARTPHONE PENETRATION (Source: ourmobileplanet.com) SMARTPHONE PENETRATION IN AUSTRALIA (Source: Kantar World Panel ComTech survey) 12.2 million 18% 54% 62% 53% 39% 30% 38% 13-17 18-24 25-34 35-44 45-54 55-64 65+ PENETRATION OF SMARTPHONES BY AGE GROUP (Source: Go-Globe.com) FEMALES VS MALES OWNING SMART PHONES 42% 51% 8.8 million 90% 18-29 SLEEP WITH THEIR MOBILE PHONE (Source: Digital Buzz blog) VS 53% WEATHER 61% 40% 54% NEWS 20% SPORTS 36% 28% SITES FOR DOWNLOADING 36% APPLICATIONS 54% SOCIAL NETWORKING 65% WEBITES VISITED ON A WEEKLY BASIS (Source: Telstra Smartphone Index/Nielsen) A S R M O

4. A S R M O LOCATIONS WHERE PEOPLE USE THEIR SMARTPHONE (Source: www.ourmobileplanet.com) ONLINE RETAIL TEXT MESSAGES SPORTS INFO NEWS/MUSIC WHAT PEOPLE ARE USING THEIR SMART PHONES FOR (Source: Mashable.com) PHOTOS EMAIL MAPS SEARCH GAMES SOCIAL NETWORKING/BLOG 90% 86% 58% 47% 60% FROM HOME PUBLIC TRANSPORT AS A PASSENGER FROM WORK IN THE TOILET 17% 13% 56% 54% 23% WHILE DRIVING IN A MEETING WHILE IN A BED WHILE WATCHING TV WHILE COOKING 26% 70% MOBILE SHOPPING (Source: Google Engage) PURCHASE ON THEIR PHONE IN-STORE WHILE SHOPPING Did you know? 1 in 3 smartphone consumers cite mobile as their preferred method of shopping (Source: Mashable) All-Time Top Paid iPhone Apps 1. Angry Birds 2. Fruit Ninja 3. Doodle Jump 4. Cut the Rope 5. WhatsApp Messenger 6. Angry Birds Seasons 7. Tiny Wings 8. TETRIS 9. Plants vs. Zombies 10. Angry Birds Rio. (Source: gizmodo.com) MOBILE MAGIC MOBILE STATS Consumption

5. MOBILE MAGIC WI-FICTION: WORLDS FIRST LITERACY INNOVATION Wi-Fi connection brings short stories to mobile devices At the Melbourne Writers Festival 2011, the worlds first digital literacy innovation was born. The award-winning Wi-Fiction campaign used an unconventional play on Wi-Fi labels to bring the Festival to a new, younger audience. Various short stories were created and made accessible to the public dwelling around Federation Square: the epicentre of the festival and Australias biggest Wi-Fi hotspot. When people used their smart phones or tablet devices to access the free Wi-Fi connection, their screens instantly displayed a list of the fictional Wi-Fi channel. To the viewer, it seemed as though the list of channels had secretly conspired to tell a unique story. This unique form of storytelling was made possible through an invention called the Router Writer, a box containing six wireless routers that was on location during the weeklong festival. Over 65,000 people passed through Fed Square and were exposed to the 20 different Wi-Fiction stories over the duration of the festival. Consequently, the campaign was awarded two Yellow Pencils at the D&AD Awards in the Mobile Campaigns & Mobile Advertising and Writing for Mobile Marketing categories in April this year. WATER AID DOTORG S M O PERSPECTIVE Engaging a younger audience who are skeptical of marketing is a challenge in itself. Using something as simple as Wi-Fi labels something everybody has to see proved to be an effective way of engaging with the target audience directly in a creative and fresh way. A WATCH ON YOUTUBE R

6. MOBILE MAGIC S R M O NOKIA LUMIA 800 PRODUCT LAUNCH Nokia Creates Powerful 4D Installation To launch the new Lumia 800, Nokia brought together music producer deadmau5 and the worlds most advanced 4D technology to create a live light and sound installation. It was designed to generate hype around the product. The free light and music performance took place in November 2011 with Londons Millbank tower staging the event. Large-scale projection mapping was used to create an optical display arousing the viewers senses. For this to be achieved the full length of the 120 metres building was transformed into a blank canvas, with all 780 windows being covered in vinyl. The projectors that were stationed 300 metres away on the opposite side of the Thames beamed colourful 3D imagery. Londons skyline was transformed, as large butterflies flew, tiles fell off the building and a giant popped her eye through the cracks of the building to gaze at all the commotion, culminating in a rotational image of the Lumia 800. Grammy nominee Deadmau5 performed two new tracks that were specifically created to sync with the light installations. The music added the fourth dimension to the performance. It is estimated that an audience of 15,000 gathered to watch the unique spectacle. WATCH THE VIDEO A ON YOUTUBE PERSPECTIVE Playing on the idea of never-before-seen footage was a key element in the success of this campaign. Combining the technology display with brand new exclusive tracks by deadmau5 allowed the installation to reflect the Lumia 8000 advanced, innovative and entertaining.

7. MOBILE MAGIC A S R M O MAGNUM PLEASURE HUNT TRANSFORMED INTO ARG Online game extended to real world In a truly engaging online experience, players of The Pleasure Seeker game were invited to take a journey across the Internet in search of the ultimate pleasure. Due to popular demand the online experience created for Streets Magnum evolved into one of the most popular real-time virtual gaming challenges. Online, players could navigate the pleasure seeker through a replica of 20 well-known websites, collecting cranberries along the way. The ultimate pleasure at the conclusion was the new Magnum Temptation Fruit. In 2012, round two of the campaign was launched and the seeker returned, this time taking a journey through NYC, Paris and Rio de Janeiro. The gaming experience in Amsterdam however, became a real-time augmented reality game with the use of a smart phone on the streets. Once the app was downloaded from the app store, the user was ready to play. Commencing at 2pm on April 22 pleasure seekers had to find and capture 150 chocolate bonbons that were hidden in 9 streets of the city. Users were encouraged to participate in the fun with a trip to NYC up for grabs. The campaign successfully reached 85 million unique users and won an accolade of awards including the FWA: Site of the Day and a CLIO. WATCH THE VIDEO PERSPECTIVE By creating a user-friendly and addictive branded game in which the consumer was the hero, Magnum allowed users to completely immerse themselves in the game. This, combined with standout graphics and imagery pushed boundaries in the digital world, resulting in an award-winning campaign. ON YOUTUBE WHAT IS AR? Abbreviated as AR, Augmented Reality is where a real scene viewed by the user is replicated as a virtual scene, but features additional information or elements. These elements enhance the user's sensory perception of the virtual world and enable real-time interaction for the user.

8. MOBILE MAGIC S R M E-MART USE SHADOW QR CODES 3D QR codes only readable when sun casts shadow E-Mart, one of the largest retailers in South Korea has created a unique form of outdoor advertising using QR codes. The retail giant saw a weakness that had the potential to be transformed into an opportunity. Lunchtime sales were declining with next to no customers in their stores between 12.00pm and 1.00pm. As a result they created a unique experience only available within these hours. Titled the Sunny Sale, it involved an outdoor three dimensional QR code that could only be read with a smart phone when the sun cast a shadow between the hours of 12.00pm and 1.00pm. It was strategically placed in thirteen locations around Seoul. Anyone who scanned the code was automatically taken to the Sunny Sale mobile home page. Here they were rewarded with a US$12 coupon with which they could purchased items from the mobile application. Over 12,000 coupons were redeemed. The QR codes were rolled out to 36 locations. In February E-Mart memberships increased by 58 percent. There was a 25% increase in sales in the E-Mart mall during these hours and intensive media coverage of the experience. WATCH THE VIDEO A O ON YOUTUBE PERSPECTIVE Utilising the popularity of QR in South Korea, this campaign found a unique, intelligent and simple way to leverage a single hour of slow sales. Combining a natural force like sunlight with something digital created unprecedented hype. The limited availability of the offer was not only an excellent incentive for loyal customers to save money, but a unique interactive opportunity.

9. MOBILE MAGIC A A S R M O NET-A-PORTER (NAP) ENGAGES THROUGH AR Net-A-Porter creates shopping experience with AR window High end online fashion retailer (NAP) has taken window-shopping to a new level. In January 2012, NAP created an AR shop window to promote the launch of KARL by Karl Lagerfeld, a line that would be exclusive to the online store. It was rolled out globally across storefront windows in Paris, New York, London, Munich and Sydney. Ahead of time, customers had been encouraged to download the KARL app onto their iPhone or iPad. This meant they could point their device at various parts of the storefront image to activate an augmented reality shopping experience. Participants were encouraged to search for five silhouettes of Karls head to potentially win prize money to spend online. The app was used to scan images of Karls head to gain a sneak preview of the collection and be the first to purchase when it went live. NAP employees were on site handing out leather gloves and collars (signature items from the collection) to the first fifty arrivals to arouse excitement and attendance. Goodie bags and t-shirts where handed out to latecomers to keep people engaged and attending. WATCH ON YOUTUBE PERSPECTIVE Technology is allowing us to shop 24/7 without the need for shop staff or physical resources. Playing on this, NAP brought the idea of window shopping to life with the ease, speed and mobility of a smartphone or tablet, allowing the target market to have exclusive access to purchase and strategically driving immediate sales.

10. MOBILE MAGIC A A S R M O STRIKE BOWLING CREATE STUNT TO PROMOTE NEW BAR Man given the ability to fly through the power of social media interactions To promote a new Strike Bowling Bar located in the CBD in April of this year, a stunt was created by encouraging members of the public to interact online in real-time via their mobile phones. They were immediately rewarded for their contribution by adding one squirt for man. In Melbourne Central Shopping Centre, the Social Media Manager of Strike Bowling patiently and nervously waited eight hours as passers by looked on and were invited to tweet, like, and photograph the scenario with the use of their mobiles. For each and every form of interaction that occurred through social media, a squirt of helium was pushed into one of the balloons, which were attached to the manager, giving him the (harness-assisted) ability to fly. It was also streamed on Facebook where online viewers could participate by liking the page and adding helium to the balloons. Thousands of pictures, tweets and shares occurred during the 8 hour stunt, which finally allowed for lift off, 40 feet into the air. WATCH THE VIDEO PERSPECTIVE Social media is no longer just a digital platform; in this case, it is being used to create physical movement. Marketers need to explore social media further, and allow this to become a valuable digital asset. Furthermore, social media and mobile is now working hand in hand, with brands needing to explore this relationship further and push boundaries.

11. MOBILE MAGIC A S R M O STREET ART AUGMENTED REALITY APP Proposed campaign for Absolut to bring invisible art to the streets with AR Absolut Inspire is a movement proposed by Iris Gaveric and Daniel Otterbein for the Future Lions, an annual competition run by digital agency AKQA. The competition encourages participation from students all over the world to celebrate innovation by promoting a product in a way that couldnt have been done five years ago. Proposed for global brand Absolut, the movement involves an Augmented Reality (AR) street art app for smart phones. It is designed to bring art to anywhere in the world only visible to the viewer looking through the AR screen/ window. The premise is to encourage users to create without any limitations. The proposed campaign utilises Google Street View to offer 5 easy steps to joining Iris and Daniels revolution; download the app, find a wall, select a brush, add some colour and then start the artwork. Works created can be shared on Facebook with an option to buy a unique bottle of vodka with your creations on the label. The winner of the competition will be announced at the Cannes Lions International Festival of creativity this June. WATCH THE VIDEO PERSPECTIVE In a world of social networking, consumers like to feel empowered and want to feel as though they have contributed to something big. Absolut is playing on this insight exceptionally, allowing users to create and be a part of a network, where they have contributed their art. Utilising Google Street View is a simple and effective means in executing the campaign.

12. MOBILE MAGIC A S R M O FREE THROW BILLBOARD ING-DiBa connects with younger generation through interactive mobile activation To connect and engage with the younger age group attending games,ING-DiBa, as the official sponsor of the German Basketball Federation, collaborated with mobile computing experts and engineers to create an interactive experience, transforming the participants smart phone into a virtual basketball. ING-DiBas team of experts were able to capture data tracking users hand motions as the 2,823 participants shot hoops. This was translated into speed and displayed accurately as a live 3D clip on the LCD billboard. Location-based services were used so that passers by and participants could log in directly to the billboard via ING-DiBas mobile site. A message would display automatically on their Facebook wall, instantly sharing the experience. Friends could watch a live stream of the event through a specially installed micro-site. Remote viewers could cheer on their favourite players through the like command. This was displayed visually and acoustically from the billboard. The campaign successfully achieved 21,493 impressions, with 7,981 likes from participants friends and only 1 broken phone. WATCH THE VIDEO PERSPECTIVE By using 'physical' gestures controlled by mobile and integrating them with an interactive screen, ING- DiBa created a very addictive and exciting experience not just for the users but for onlookers. Consequently, the idea had facilitated the merge of mobile website, iphone gestures, interactive boards and social networks into one simple solution.

13. WHO WE ARE PLAY is a communication agency that specialises in Brand Experience Marketing. We activate brands, leverage sponsorships, create events and branded environments, and maximise every connection through mobile and digital amplification. We are known for our strategic, accountable and business centric approach. Our clients understand that we deliver sales, differentiate their brand and products, and build loyalty across consumer, trade and internal audiences. WHAT MAKES US DIFFERENT We are experiential thinkers. We place the customer experience at the centre of what we do. This enables us to identify channel neutral, high impact marketing opportunities for our clients and ensures a relevant and meaningful dialogue with consumers. WE HAVE AN EXPERIENTIAL MIND AND A DIGITAL SPIRIT Consumers don't differentiate between a digital and real life experience with a brand. Neither do we. We fuse our strategic, creative, digital and activation capabilities into a seamless experience, delivering against defined business objectives. WE CAN HELP If you have marketing or business challenges that require a non-traditional approach, get in touch with us. For business enquiries please contact: Johannes Weissenbaeck // Founder & Director johannes@playcommunication.com.au GET IN TOUCH WITH US T: +61 2 8199 9900 F: +61 2 9281 8125 OFFICE ADDRESS Level 1, 91 Campbell Street, Surry Hills NSW 2010 Australia POSTAL ADDRESS PO Box 1073 Darlinghurst NSW 1300 Australia VISIT THE WEBSITE FOR CASE STUDIES