Most of us have seen the Peugeot 107 “Break Free” campaign which was one of the first mobile marketing campaigns in SA. It was very effective in targeting the early adopters and first line influencer’s in the market. It was one of the the first major campaign to target the mobile market in SA.
This kind of media has been used to great effect by companies such as SUBWAY in the USA who can target their potential clients right at the time when they are making decisions. Imagine that just when you are deciding what to have for lunch you get a message from SUBWAY offering you a coupon for one of their BLT’s redeemable in the next 30 min.
Due to its simplicity and speed, the needs of clients to create something unique can be met quickly and without too much technical assistance. It serves as a highly customizable one-on-one marketing channel that can be used to great effect in personal communications. Feedback is almost instantaneous, and directly from the targeted user.
In New Zealand Pago launched a mobile campaign through OMD and Whybin\TBWA launching a service that turns your mobile phone into a virtual wallet. It allows you to text money from one phone to another.
Google, never one to be left out, is going to be offering a free user interface and apps for mobile phones that will enable to customize your phone. The google Apps for the Iphone is already very popular.
It seems the versatility of the mobile phone is not to be underestimated… You can even build your own one these days…
Thanks for the mention on the Peugeot campaign.
Having moved to the US, it’s remarkable how advanced the US is in terms of the opportunities/technology, but how lagged the thinking is in terms of using it effectively for marketing/branding purposes.
I’m seeing a slew of mobile social networking companies (that would kick mxit’s ass) and some of them have got a great product but no idea how to sell it (apart from ads of course)
We’re busy doing some really innovative stuff on mobile this end of the ocean, which I’ll be able to share in a few weeks.
Thanks for the comment, yeah it’s great to see the stuff thats coming out from the US. Would love to hear of the new stuff thats hitting the market.