mobilizadoENGLISH

Microsoft Cross-Media Campaign

Microsoft has launched a cross-media campaign to promote the Windows Server 2008.

The campaign combines printed media advertisements and SMS interaction. The media plan covers the most relevant IT magazines in the Brazilian market (PC Magazine, Info Corporate, PC World, Info Exame).

In every advertisement there is a call-to-action inviting the public to text for free the word UNLOCK in order to access exclusive contents from Windows Server 2008.

Everyone that sends the SMS, receives a SMS-link to access a mobile site (www.campanhas.mobi/microsoft) with several contents (such as ringtones, wallpapers e screensavers) and lots of information about the new MS product.

This is the first time that Microsoft invests in an interactive campaign with mobile efforts.

Bradesco Interactive Banner

It is on the air a new campaign created by pontomobi to the largest bank in the Brazilian market, Bradesco.

In order to promote the new investment fund HiperFundo, the bank is making a consistent online campaign based on interactive banners.

The online banners use the image from the famous Brazilian top-model Ana Hickmann. The public is invited to type the mobile phone and receive a call from the model with details of the fund.

Due to the fact that AnaHickmann is very recognized as a major star in Brazil, the campaign has achieved a very good click-through so far.

Interactive Mobile Christmas, the video

There goes the video about our campaign for the Center Norte Mall 2007 Christmas:

TIM: Interactive Campaign for Mother's Day

The carrier TIM launched this week an interactive mobile campaign created by pontomobi and McCann Ericsson to celebrate the Mother’s Day.

There are online banners inviting the public to send a free voice message to their mothers.

It is quite simple to interact. You just have to type your mom’s mobile number and choose among 3 different types of pre-recorded messages.

Throughout the course of Mother’s Day, that is taking place this Sunday (the May 11th), all the messages will be sent.

Our expectation is to achieve 50.000 interactions in just one week.

FIAT Stilo Dualogic: WEB-BANNER CALL

pontomobi has launched a new interactive campaign for the FIAT Stilo Dualogig.

The car has the Dualogic technologic, which allows the driver to choose between automatic and mechanic driving.

The offline campaign uses two characters (an angel and a little devil) to talk about the advantages of each system.

The interactive campaign is based on this positioning.

There are web banners published in the major Brazilian web portals. The characters invite the consumers to type 2 different mobile phone numbers. Then, the interaction begins.

At the same time, the two phones ring and, once the consumer picks up, there are 2 different pre-recorded messages with the little devil ant the angel dialoging about the car.

So far, the results are pretty good, with an average of 1.500 interactions per day and a 4% click-through rate.

One Missed Call, the movie

Warner is surprising the Brazilian market with a viral campaign created to promote the movie “One Missing Call”.

The movie is a thriller based on a mysterious missed call that people receive. When they check their message box all they can hear is their own scream in the moment of death.

The mobile campaign starts with an email that you can send to a friend with a link to a web video containing the movie trailer.

Suddenly, there’s a message in the video where your friend can read “there are some calls that you shouldn’t answer” and the screen shows his name.

At the same moment, your friend receives a call with a pre-recorded message where he can hear a creepy scream just like the one on the trailer.

At the end of the web video, you have the chance to send it to another friend by just typing his name, email e mobile phone.

In less than one week, the campaign achieved more than 5.000 interactions.

Mobile Shopping Guide

The Analia Franco Mall, in Sao Paulo, is using Bluetooth marketing to promote the 2008 Fall/Winter collection of its stores.

For the campaign were created the first Mobile Shopping Guide for a mall in Brazil.

There are a total of 60 stores promoting their products. The consumer receives animated gifs with 3 different products at each time. The Bluetooth machines were programmed to never deliver the same content to the consumers.

The mall had a special attention with the visual communication. There are three giant banners with 5-meters height stimulating the public to activate their Bluetooth phones.

Three Bluetooth equipments were installed at totem displays prepared to accommodate a 7-inch screen that shows advertisements.

The AXE Dark Temptation Girl Contest via SMS

AXE is running a mobile marketing campaign in the Brazilian market to promote the new fragrance Dark Temptation.

Along with Playboy Magazine, there are 10 candidates competing to become the new Axe Girl. The contest is based on mobile initiatives.

The public can vote texting for free the name of their favorite candidate to the short number 27114.

To confirm the participation, AXE sends a SMS with a link to access the mobile site (wap.axe.com.br).

In the mobile site is possible to view pictures from all candidates, download them for free and send an SMS to a friend with the content.

FIAT Bluetooth Marketing Campaign for Stilo Dualogig

FIAT is one of the greatest investors in mobile marketing in Brazil. It’s the fourth car launching that has mobile marketing playing an important role in the interactive campaign.

FIAT is launching in Brazil the Stilo Dualogic. The mobile marketing campaign is based on Bluetooth marketing taking place in 21 coffees in 6 different cities all over the country.

There are table tents at the coffees stimulating the public to activate their Bluetooth handsets in order to receive wallpapers, ringtones and videos.

Mobile Marketing for Cosmetics Industry

Natura, the major cosmetics brand in Brazil, invested in mobile marketing to promote the launching of its new products line Chronos.

Instead of making a traditional invitation to the press conference, the branded opted for a surprising mobile interaction.

Every journalist received an invitation by e-mail with a link to open a web video. In the video, the team from Natura’s PR starts to talk about the press conference and one professional asks if there was somebody missing to contact and they decided to call that person.

Surprisingly the name f the journalist appears on the mobile phone screen and the real mobile phone rings. When the journalist picks-up the phone there is a voice-recording message from Natura’s team inviting him to the press conference.

Everything happens in real-time and the response to the event was beyond every expectations.

Bluetooth Marketing at Fergie concert

In March of 2008, Motorola and Claro promoted a live concert with popstar Fergie at São Paulo, in order to launch the new device Motorokr U9.

At the show there was a mobile marketing initiative based on Bluetooth marketing. Five machines were installed at the arena to distribute free contents of the singer, such as voicetones, videos and wallpapers.

For the very first time in Latin America the equipment used on the campaign had a 7-inches screen along with the Bluetooth beamer.

The results were impressive. Among the 3.500 people that went to the concert, 1245 opted to receive the contents, surpassing a 35% rate.

Motorola Motomix - The ROKR Festival

Motorola invested in Bluetooth Marketing to disseminate Motomix - The ROKR Festival.
The campaign was held in colleges and in the Chili Beans Stores (www.chillibeans.com.br ) totaling 12 locations.

On those places were created "the Motomix Bluetooth Zones" with the Bluetooth devices distributing different kind of contents, such as ringtones, wallpapers and exclusive videos.
In addition to the contents, were sent randomly valley tickets for the event and gifts worth that could be exchanged for a device MOTOROKR Z6.

The campaign achieved 18,875 downloads in 2 weeks.

Mobile Bars Guide: Boteco Bohemia

AMBEV (INBEV) held their first Mobile Marketing Campaign for a beer brand in October of 2007.

The event called Boteco Bohemia, occurred in 31 bars of Sao Paulo in order to elect the city´s best snack.

For this year, pontomobi developed a Mobile Guide for the event, available via mobile site (www.botecobohemia.com.br/mobile) or also a J2ME version with the advantage that, after downloaded to the phone, could be accessed at any time, without data charging.

To bring people to the mobile site, all the conventional media came with the following signature "Text Boteco to 27114 and receive the Guide Boteco Bohemia in your mobile phone." After sending the free SMS, the person received a return message with a link to the Guide.

Beside the strategy of putting the signature at the conventional media it was created a web tool, available at the website www.botecobohemia.com.br and in web media, that allowed people to automatically request the Guide by informing his name and mobile number at the interactive banner.

Through the Guide people could have access to a different kind of event contents as: general information about the event, list of snacks with photos, list of participating bars with history, information and address and other interactions.

Beyond these details, the guide had few other tools as:
• Click to call : get in contact directly to Bars Central Reservations.
• Refer a friend: send a free SMS to a friend indicating a Bar or Snack.
• Invite a friend: send a free SMS to a friend inviting to a happy hour
• Save Contact: download and save automatically a VCard.

In 4 weeks of campaign, more than 55.000 people visited the mobile site. The Java Mobile Guide was downloaded 15.000 times.

Mobile Marketing for Sprite

During December of 2007, the mobile campaign was delivered a new interaction tool for MSN Messenger users.

Basically, it was possible to send free messages (Voice and TXT) direct from the MSN Tab to friend’s phones.

The messages content were created based on the campaign slogan "Things as they are" and could be sent on 2 formats: SMS (short message service) with funny texts or SAM (short audio message) with voice messages recorded by João Gordo a musician and presenter of MTV.

In the case of messages sent via SMS, the name of the sender would appear at the SMS. In the case of messages sent by SAM, after receiving the call, the recipient received an SMS informing him who sent the link.

The results surpassed all the expectations, achieving 150,000 messages in less than 3 weeks.

Mobile Marketing for the Biggest Brazilian Mall

Center Norte, the largest Brazilian Shopping Center, used mobile marketing in their Christmas campaign.

The whole campaign consisted in 4 main actions: Bluetooth marketing, SMS interaction, mobile site and voice-calls.

The first one was a teaser using Bluetooth technology to communicate with the public, informing them that something new was about to come. Six Bluetooth devices were installed in the mall central square and broadcasted teaser messages of the campaign.

The second action involved the Christmas Decoration of the Shopping, which was the first interactive decoration of Brazil.

All the interaction occurred via SMS, which allowed everyone to participate, seeing that 100% of the devices can send and receive this kind of message

To participate, people should send a free SMS to 27114, with the code of the promotion. There were 100 types of codes, and each code results in a different interaction on the decoration, lighting one of the gifts of the Christmas Trees.

During the 4 weeks of the campaign, more than 450.000 people interacted with the decoration.
In response of each interaction, people received a SMS inviting them to visit the Shopping’s Mobile Site www.natalcn.mobi . In the mobile site it was possible to know a little bit more about the campaign and download exclusive contents.

There were also stands where clients were able to send Christmas Voice Messages, recorded by “Santa Claus”.

In just 2 weeks were sent more than 150,000 calls.