CASE STUDIES
MOBILE INTERNET MARKETING SOLUTIONS
Connecting the Unwired, The Direct New Medium
Version 1.4, Updated as of October 2010
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Objectives
User Acquisition
Brand
awareness
Viral
Eyeballs
Engagement
Travel - Accommodations
Hotels.com
Background
Objectives
Results
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is a leading provider of hotel
accommodation worldwide, offering reservation
services. The company offers a one-stop shopping
source for hotel pricing, amenities and availability
and also specialises in providing travellers with
accommodation during sold-out periods.
Using BuzzCity‟s targeting features, Hotels.com
are able to reach out to their desired iPhones and
iPads users in UK, Norway and Denmark. It is a
branding awareness exercise and allowing users
to know that they now can book hotels via their
mobile phones.
Campaign is well received and is still on-going, with
good response garnered from the audience and the
Client.
Travel - Airline
Malaysia Airlines,
Background
Objectives
Results
a five star value carrier
and a Malaysia Government-linked company, has
successfully used the mobile web to increase the
accessibility of their mobile site allowing users to
make a booking and check in on the go.
With over 100% mobile penetration in Malaysia
mobile was an obvious route, encouraging
interaction and participation on the go. The site
provided an additional channel to access the
brand.
Over 23,100 clicks in 3 weeks, the campaign was
participative and created awareness around the
new offering.
MHMobile. Book anytime, anywhere.
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Travel - Airline
Air Asia
Background
Objectives
Results
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an international airline launched a
new consumer touch point through mobile.
BuzzCity was mandated to create awareness of
a newly launched portal.
To drive interaction and allow users to familiarize
themselves with the AirAsia brand.
Targeting countries like Malaysia and Singapore
the airline saw a huge increase in traffic to the site.
The campaign received 18,500 clicks in just 4
days!!
Automobiles
Background
Objectives
Results
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Europcar, South Africa
a car rental
company developed a mobile site allowing
users on the go to book a car, receive quotes
and amend their bookings on the go.
With the SA mobile internet market being one of
the largest globally, Europcar extended its online
offering to Mobile. The campaign was focused
around driving uptake and awareness around
the site.
1.5 million impressions served in 20 days
in 20 days, the campaign was interactive
and achieved the desired results.
Book a car via mobi
with Europcar
Automobiles
Toyota (India), launched
Background
Objectives
Results
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a new
model in 2009 to target the Indian market.
Its mobile site showcased the vehicle, its
features as well as allowed users to book
a test drive in real-time.
To promote the new car model, Altis.
Place emphasis on the latest features.
Lead generation via mobile and
encouraging test drives.
The vehicle is seen as aspirational and
the campaign saw a Click Through rate
of 13.6%!
Mobile Services
BlackBerry
Background
Objectives
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is a line of mobile e-mail and
smartphone devices developed and designed by
Research In Motion (RIM) since 1996.
To create branding awareness of its latest
BlackBerry App World to non-BlackBerry users.
Using a device targeting tool developed by BuzzCity,
RIM is able to target Nokia & Samsung mobile users
in Australia.
Internet Portal and Services
YAHOO,
Background
the internet entertainment and
search engine giant has launched its mobile site.
To drive uptake and awareness around the
Yahoo mobile portal with users across the main
European markets.
Objectives
Branding and user acquisition, targeted
countries are UK, France, Spain, Italy and
Germany.
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Internet Portal and Services
MSN Mobile Messenger,
Background
Objectives
allows
mobile users to chat with their contacts directly
from the mobile phone.
To drive mobile application download to increase
user base.
Branding and user acquisition, targeted
countries are UK, France, Spain, Italy and
Germany.
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Internet Portal and Services
Background
Google Mobile, allows mobile users to
make instant searches using their mobile
phones.
Objectives
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To create user awareness around Google‟s
mobile extension and benefits.
Geo-targeting UK and French users,
campaigns were in graphic and text formats.
Entertainment & Services
Top TV [South Africa]
Background
Objectives
Results
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is the first
satelite TV network of its kind in South Africa,
proudly bringing digital TV into homes across
the country.
Targeting at South African, the campaign
highlights the value of the network as well as it‟s
packages. Top TV allows users to view TV
guides and request a call back.
Over 30,000 clicks were generated across 2
months. Campaign was highly interactive and
engaging towards the users.
Consumer Products
Gillette,
Background
Objectives
Results
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is a brand of Procter & Gamble,
currently used for safety razors, and among
other personal hygiene products. One of the
most known marketing slogans by Gillette: „The
best a man can get!‟
To increase interactivity of the brand with users.
Campaign is targeted to Israeli‟s males
audience, aged 18-35 and directing them to
download and play a mobile race game
developed by Gillette.
By using a device targeting tool developed
by BuzzCity, Gillette is able to reach J2ME
platform mobile users, achieving higher
relevancy of the campaign.
Consumer Products - Skincare
Clinique,
Background
owned by Estée Lauder
Corporation, is a manufacturer of skincare,
cosmetics, toiletries and fragrances.
Objectives
Campaign is targeted at Australians, promoting
a new product range „The Daily Detox‟. The
site aims at providing value to users and
interaction with the brand.
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Consumer Products - Skincare
Esthemed BB Cream,
Background
Objectives
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is a leading
No.1 product across Korea and Japan.
Directing at Thailand‟s mobile internet users, the
campaign aimed at acquiring conversions from
the landing page. Interested parties can enjoy
special discounts to the product once they input
their mobile phone no for the customer service
officer to call them back. It is a branding and
direct response sales exercise for Esthemed BB
Cream.
Consumer Products - Apparels
Ackermans [South Africa] stores are
Background
Objectives
Results
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South African value retailer and stockists of
affordable family clothing, footwear, textiles
and cellular in their nationwide stores.
Targeting at South African users, the
campaign had various mechanisms to
appeal to different market segments.
Ackermans would like to create an
engaging and interactive campaign for the
users.
13‟000 clicks were generated in less than
a month and campaign proved to be
exciting and encouraging for Ackermans
and their users.
Consumer Products - Apps
Adidas, a key sponsor during FIFA
Background
Objectives
Results
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World Cup 2010, developed an
interactive mobile application for mobile
users during the FIFA season.
Aimed at providing users updated
information on team rankings, players
credentials etc. Adidas hoped to drive
FIFA enthusiasts to download its app
that was hosted on Djuzz (one of
BuzzCity‟s mobile properties and an ad
supported free mobile games portal)
Application was promoted widely on Djuzz
as well as BuzzCity Ad Network.
Campaign Duration: 17 days
Total Downloads: 57‟881
Consumer Services - Healthcare
Samitivej Hospital is one of the leading
Background
Objectives
Results
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private hospital groups in Thailand. As a leading
healthcare provider, they are fully committed to
provide quality care and in bringing the latest
medical technologies to the customers.
Promote “Doctor on Mobile” Check Doctor
Schedule before making an appointment with
them. Contact directly to call center for an
appointment.
Over 6,300‟000 impressions were achieved from
the European & Middle Eastern mobile users
about Samitivej Hospital‟s services.
Education
NIIT,
Background
one of the leading career oriented IT
education providers, introduces various
programs targeting young people.
Objectives
NIIT wanted the target audience to know about
the courses available and register to equip
them
with
required
knowledge
and
certifications in career oriented courses.
Results
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Targeted to Vietnam, users were being
directed to the landing page where details
can be submitted. 4,300 clicks were
logged daily for the campaign
Government
Office
Board
Background
of Narcotics Control
(Thailand) ran a mobile
campaign alongside with their TVC. ONCB
used a signature BuzzCity tool to create a
landing page and campaign within minutes.
To raise awareness of drug trafficking and
engage the public to help protect their own
communities.
Objectives
Results
The campaign saw over 3,000 clicks in a few
weeks
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Government
U.S Embassy (Jakarta), promoting
Background
Objectives
Results
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the official visit of President Obama to
Jakarta.
An awareness driven campaign, the
graphical banner translates to “Welcome
President Obama”. Users are then brought
the official U.S Embassy fan site in
facebook. Where it shows more information
on Obama‟s activities within Indonesia.
The campaign managed to capture millions
of mobile users and landings to the
facebook fan page.
Sponsorship & Publicity
Djarum,
Background
Objectives
Results
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one of Indonesia‟s largest clove
cigarette manufacturers, has sponsored an
event
to create awareness for Djarum
Indonesia Open.
Indirectly promoting its tobacco brand,
Djarum Indonesia Open also allow the
Blackberry mobile users to find out more
about the Badminton event, schedule of
matches and the types of merchandises they
can purchase.
A splendid result, achieving over 2.2 million
impressions each day!
Carrier / Telco
XL Axiata,
Background
Objectives
Results
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[formerly PT Excelcomindo
Pratama Tbk], is an Indonesia based mobile
telecommunications services operator. They
have launched a Blackberry full service that
includes free data roaming for their
subscribers.
The campaign hopes to drive uptake of the
subscribership, and to encourage non XL
users to take up its services.
Targeting to all Indonesians, the campaign has
proved to be a highly successful one! Over
1‟300 clicks were achieved daily.
Financial Services – Electronic Payment
Bank Central Asia [BCA],
Background
Objectives
Results
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is a
leading Indonesia Bank, founded on August 10,
1955.
Targeting to only Telkomsel mobile users, BCA
hopes to promote its online payment facilities to
encourage users to perform online transactions
for topping up of their pre-paid mobile cards.
This is also to increase BCA‟s customer base at
the same time.
Campaign has garnered over 1‟000 clicks daily
and getting good response from it.
Financial Services – Electronic Payment
Visa Inc.,
is a global payments technology
company that provides financial institutions with
Visa-branded payment products that they then
use to offer credit, debit, prepaid and cashaccess programs to their customers.
Background
Visa used mobile as a complementary channel
to its online campaign, to create awareness of
its new payment product „PayClick‟ to mobile
users. Users can click to watch a video in order
to understand more about payclick‟s benefits.
Objectives
Results
A
one-month
campaign
that
Australians with 795,000 exposures.
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targetted
Public Services
Voyages - SNCF (France), a public
Background
Objectives
Results
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transportation company operates all local,
regional, and international train services in
France.
To promote a mobile version of the SNCF
site that allows users to check the train
schedule, latest travel promotions and to
reserve train tickets directly from the
mobile phone.
Geo-targeting French mobile users, SNCF
has managed to promote its mobile
services and acquire new users.
Food / Beverages
Tropika ‘Celeb Slave’ [South Africa]
Background
Objectives
Results
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Clover Tropika is a unique and delicious
combination of fruit juice and dairy ingredients
to offer you the smoothest taste sensation one
ever experience!
To create a viral element from the
campaign.
Users
will
land
onto
tropika.mobi site where he can request an
action from one of the celebrities and stand
a chance to win R1 million.
Over 12,000 clicks in just 10 days!
Campaign was a great success and got all
the Tropika Fans talking!
Food / Beverages
ILLY ISSIMO,
Background
Objectives
Results
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a brand of a coffee
beverage that chose mobile internet as a
way to promote their product to a younger
generation.
A banner leads the mobile user to a site
where they can find out about different
coffee drinks, sampling events and use the
city guide.
Geo-targeting
Italian
mobile
users.
Branding, user interactivity and enjoying
free coffee.
Alcohol / Beverages
Guinness
Background
Arthur's Day is a series of music events
which have been organized to celebrate the 250th
anniversary of the Guinness brewing, with events in the
cities of Dublin, Kuala Lumpur, Lagos, New York and
Yaoundé on 24 September 2009 as well as an
international broadcast Arthurs day was one of the
biggest events Malaysia had seen..
Objectives
Results
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Drive awareness around Arthur‟s day.
Encourage participation and interaction.
Viral push
Event participation
More than 50 000 clicks in less than 2 months.
The Guinness – Arthur‟s day drive was an
enormous success.
Average CTR : 1.4%
Alcohol / Beverages
Artic Vodka,
Background
an alcohol beverage
targeting its brand to young vibrant people
who enjoy partying.
Objectives
The banner teases users to discover Artic
Vodka‟s mobile site and take part to a
contest that might award them with a
chance to win a free trip to the Caribbean
Island and Lapland. As long as they register
and upload content.
Results
Geo-targeting Italian mobile users, Artic
Vodka has managed to generate its own
database of followers. Successful branding
and user generated content on its mobile
site.
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