By Wandrille Pruvot, Regional Director, Europe
This week, I'd like to share with you the story of two French financial institutions, both of which are successfully using the mobile internet to attract young consumers.
One company is adopting a straight-forward sales approach, providing information about financial products and a connection to sales agents. The other is undertaking a branding campaign with no direct sales component, the sort of advertising more generally associated with soft drink and alcohol companies.
For both groups, the youth – particularly those under the age of 25 -- are a critical target market, because if you choose a bank by your mid-twenties, you're likely to stick with it for the rest of your life.
It's a sign of the times that these mainstream “brick and mortar” companies are now making the mobile internet an integral part of their advertising strategies, particularly to reach out to the younger demographics.
Let's take a look . . .
If you like supporting your local restaurant or shop instead of the nearest chain outpost, then Google has just made your life a bit easier. The US launch of Favourite Places means consumers can find and review over 100,000 local businesses on the move by using their mobile.
By Delynn Ho, Regional Director, Southeast Asia
In an integrated multi-media campaign that ran across television, in newspapers and online, Guinness recently raised a toast to its founder. From Ireland – where it all began – to New York, Nigeria and Malaysia, cries of “To Arthur!” could be heard: “To Arthur Guinness, 250 remarkable years!”
Two hundred and fifty years ago – in 1759 -- Arthur Guinness signed a lease on St. James Gate in Dublin, the site of Guinness' first brewery. The stout is still brewed there today.
To celebrate, Guinness put on concerts in four continents. And to drive people to the event in Kuala Lumpur, where the Black Eyed Peas would perform, the brewery ran mobile ads on the BuzzCity Network.
The campaign objectives were clear:
Mickey Alam Khan cut close to the bone when he recently said “One of the issues that mobile ad networks face is positioning, or rather the lack of it.”
So, how did mobile ad networks find themselves in this position?
