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Presentation I gave at Forum IAB 2009 in Warsaw, Poland. Contains 5 case studies of my favorite Japanese mobile campaigns from 2008/2009.
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Future Insight:Mobile Marketing in Japan
Christopher Billich
Forum IAB, WarsawNovember 4, 2009
What I will talk about in the next 30 minutes
Why Mobileis huge in Japan
A fewCampaign Examples
SomeChallenges
Mobile as anAdvertising Medium
I work for a company called
based
somewhere around herenasa.gov
which works for companies like
The Shameless Advertising
Part
The Shameless Advertising
Part
Who all want to know One Thing:
The Shameless Advertising
Part
“How can we applywhat already works in Japanin our mobile market?”
The Shameless Advertising
Part
“Wheel” [(h)w ēl]
circular object rotating on an axle
need not reinvent
Why look for answers in Japan?
“It’s when a technology becomes normal, thenubiquitous, and finally so pervasive it’s invisible, that the really profound changes happen [...].”
109 million mobile subscribers
9 in 10 use theMobile Web
4 in 5 of them on 3GAlmost all of them on 3G
Why that is
istockphoto.com
Operators: benevolent dictators
High-Spec Handsets
No device fragmentation
Unwalled Gardens
Revenue sharefavoring contentproviders
istockphoto.com
Carrier X Android iPhone Nokia 日本70%30-50% 90%70% 70%
Content Provider Revenue Share
Messaging is (almost) free ¥0,--
istockphoto.com
10,000 charactersMobile PCMultiple LinksEmoticonsAttachments
...yet extremely rich:
40% of mobile data users on data flat rate plans
istockphoto.com
The Low Entry Barrier Gym MembershipPricing Model
Some of the things people do with their phones in Japan
Music
SNS
Camera
VoD
Payment
Shopping
Radio
Search
Coupon
Navi
Games
TV
Books
Manga
of course, if you really want to
You can still make phone calls.
>3 hrs 2-3 hrs 1-2 hrs 30 min-1 hr Daily, <30 min Less than daily I don’t
3%4%
13%
16%
22%
15%
24%
“More than an hour daily”: 61%
“At least daily”: 90%
...but most people have better things to do.Mobile Web Usage Frequency, 16-24 year-old users
Source: Infinita, April 2008
Advertising Spendings 2008, YoY ChangeSources: Dentsu, February 2009
Online (PC)10%
Mobile
Newspapers14%
Magazines7%
Radio3%
TV32%
Transport6%
Ad Inserts4%
Direct Mail7%
Free Papers6%
PoS3%
YP1%
Other5%
-13%
Japanese Advertising MarketExpenditures by media type and year-on-year growth
+12%
-11%
-7%
-4%
2%+60%
2003 2004 2005 2006 2007 2008 2009 2010 2011
1,284
1,108
928913
621
390288
180100
Mobile AdvertisingMedia and production expenditures 2003-2011in $ million
Source: Dentsu, 2003-2009
2003
Advertising Content
1:20
Advertising Content
2008
1:5
5 Outstanding Campaigns
Media: Mobile, Online, TV
Agency: Bascule Inc.
Client: Unilever/AXE Deodorant
Date: February to March 2008
Sign up for campaign on AXE mobile site or PC site
Set up personalized wake-up call times to mobile via PC website
Immediately get confirmation call to mobile, synched with video of girl on PC screen
Collect 1 of 14 wake-up girl Flash wallpapers for your mobile as reward per each call - unlock “secret character” at the end
Get free branded mobile application (alarm clock + “Tamagotchi Girl”)
200,000 UU and 1 million PV (first 2 weeks)
Campaign ExamplesAXE “Wake-up Service, Inc.”
Source: Bascule Inc.
Media: Mobile, Online, OOH, TV
Agency: GT Inc.
Client: NHN
Date: Summer 2008 (3 months)
Phase 1: “Hangao” face morphing game (mobile email-based)
Phase 2: TV and creative OOH campaign promoting the mobile site
“Instant lottery” via NFC chip embedded in OOH figures
150,000 Hangao participants, 10% of which converted to Hange.jp users
At peak, 9-fold increase in daily new subscriptions for Hange.jp
After campaign, number of monthly new subscribers doubled
Campaign ExamplesHange.jp “Half of Life is a Game”
Source: GT Inc.
Media: Mobile
Agency: Mobile Art Lab
Client: Sony Music
Date: December 2008 to February 2009
5 “pair movie” episodes featuring the song downloadable for free from Sony Music mobile site
Built-in viral element: social viewing experience
Featured on front page of several newspapers
400,000 movie views in first month
Song downloaded 200,000 times in first week
2 million (paid!) song downloads and 150,000 CD singles sold
Campaign ExamplesSony Music “JUJU Pair Movie”
Source: Mobile Art Lab
Source: Mobile Art Lab
Media: Mobile, Online
Client: Honda
Date: Since November 2008, ongoing
Virtual Mobile Hitchhiking Game, tied to real-world movements, with social component
“Experience mobility through other people’s movements, and have fun in the process”
More than 20,000 users and more than 2 million page views in first 2 months
Almost 1.8 million km “traveled” to date
Campaign ExamplesHonda “K-tra”
Source: Mobile Art Lab
Campaign ExamplesHonda “K-tra”
Source: Mobile Art Lab
Media: Mobile, Online, TV, OOHAgency: Bascule Inc.Client: Unilever/AXE DeodorantDate: September to November 2008 “Chocoman Hunter” campaign for “Dark Temptation” fragrance
Collect Chocoman QR Codes to gather points (OOH and from friends’ mobiles’ screens)
Prize: 1% of AXE sales during campaign period
(amount could be checked online)
Recruited friends automatically become competitors
Campaign ExamplesAXE “Chocoman Hunter”
Source: Bascule, Inc.
Source: Bascule, Inc.
Mobile Advertising = Online Advertising, but on a smaller screen?
Well...
Mobile SearchEnabled: 100%Usage: 44%
Source: impress R&D, September 2008 Base: All Respondents, N= 3,178 (2008)
GPSEnabled: 55%Usage: 23%
Source: impress R&D, September 2008 Base: All Respondents, N= 3,178 (2008)
Mobile NFCEnabled: 73%Usage: 18%
Source: impress R&D, September 2008 Base: All Respondents, N= 3,178 (2008)
Payment (Prepaid & Credit)
Coupons/CRM
Flight Check-in
“Lifestyle Infrastructure”
:
a.k.a.
Glued to the screen 24/7.
TV
Radio
Online
Newspaper
OOH
Event
Transit
Magazines
Mobile Ads
URL
Mobile Search
PC Search
Mobile Site
PC Site
PoS
Mobile Tool
EC Site
Mobile SNSMobile Mail
BlogsReviews
Attention Interest Search Action Share
Word of Mouth
Roles of Mobile AdvertisingFrom attention to sharing
Interest Search Action Share
Broad Reach Targeted Reach Search
Access Tools
PoS
Mobile Site
Carrier Menu
!"#$!!
Mobile Email Ads
Mobile SNS
Fashion
News&Sports
TV Guide
Location/Maps
QR
Short Codes
Visual Search
NFC
Mobile Email
Mobile SNS
Attention
Social
Cool Stuff!
The problem is
Japan Advertising Market70 billion US$
Mobile Advertising: 2%
It should be X timesthat
There are stillhuge challenges
To double within next 4 years
It’s still early.
Still early
Still haven’t really figured out the details of targeting
Still very basicmetrics and measurements
To double within next 4 years
Media buying is fragmented
It’s too cheap
Resistance is fierce
Education is necessary
Speaking of which...
Check out www.infinita.tv(it’s completely free)
