Camerjam m&c saatchi mobile automotive masterclasses
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Dusan Petrovic Mobile Marketing Consultant
Camerjam m&c saatchi mobile automotive masterclasses
- 1. MOBILE MARKETING 26 million users in the UK have smartphones 17% of search is for Automotive info (3.4 mil searches a month)
- 2. MOBILE MARKETING Nearly all automotive sites/apps fall into x2 categories……
- 3. MOBILE MARKETING Save time
- 4. MOBILE MARKETING Pass time
- 5. CASE STUDY – BMW BMW used car app (Android, iOS, Mobile Web) AIM – To save time, provide information, facilitate product purchase SOLUTION - A fully integrated, used car search application RESULTS - Increase lead generation by offering a seamless mobile experience
- 6. CASE STUDY – BMW Useful information accessed quickly and easily Customers use drop down pickers to filter their search… Range (Distance Postcode/ detect willing to travel) LBS(Location Based Services) Decision Makers Series, Body Type and Budget FEATURES Alerts / Push Notifications to encourage repeated engagement
- 7. CASE STUDY – BMW DEALERSHIP FINDER Find your nearest dealership using LBS or by entering a postcode Click badge to see: Dealer information, including address and phone number Click to call functionality Request a call back if possible Save your nearest to favourites Get directions from your location using Google Maps MY BMW Personalised from the very first search, My BMW will contain both cars users’ bookmarked as well as user search profiles What can you do: • Create and save multiple search profiles • Name each car profile, e.g. Weekend Toy, adding a layer of personalisation • Flick through your saved cars by profile for comparison • View bookmarked cars Save up to 3 different profiles
- 8. CASE STUDY – HYUNDAI Brand Engagement AIM – To compliment Hyundai’s sponsorship campaign of the upcoming 2012 European football championships + promote the ix35 RESULT – The Hyundai Boot Shoot advergame for iPhone FEATURES • Play Game • Dealers • Showrooms HOW TO PLAY – The game challenged sports fans to “kick” a ball into the open boot of a Hyundai ix35 As one advances difficulty increases with the car moving etc., and results are shared to GameCentre. Splash page - brand has strong visibility
- 9. CASE STUDY – MyRENAULT A simple to use mobile site/app allowing customers to access live information about their vehicle AIM – Mobile site / app fully integrated with Renault’s complex back end data bases SOLUTION: A full service “MyRenault” mobile site enabling: • Booking a service, MOT and general repairs • My garage (details of closest garage and dealers) • My Renault numbers (contact Renault services) • My updates (including recall information)
- 10. CASE STUDY – MyRENAULT A simple to use mobile site/app allowing customers to access live information about their vehicle AIM – Mobile site / app fully integrated with Renault’s complex back end data bases SOLUTION: A full service “MyRenault” mobile site enabling: • Booking a service, MOT and general repairs • My garage (details of closest garage and dealers) • My Renault numbers (contact Renault services) • My updates (including recall information) RESULTS: Results exceeded objectives • 234,000 visits in UK alone • 13,125 Services booked • 75,234 Dealer searches
- 12. MOBILE ADVERTISING The new(ish) advertising channel from Apple – the iAd iAd reaches millions of iPhone, iPad and iPod touch users around the world in their favorite apps..
- 13. MOBILE ADVERTISING Examples…
- 14. Honda Civic Swiping the screen results in the image changing from one model to the next
- 15. Lincoln Lincoln used the photo gallery to best showcase the MKX, as well as option to view available colours and a 360 degree view of the model.
- 16. Lincoln The 360 degree view of the car could be operated by swiping across the screen to rotate the vehicle. The ad also features a video which showcases the Lincoln MKX
- 17. VW VW gives viewers a 360 degree representation of the vehicle and new features info
- 18. Audi This Audi ad redirects users to their website, where they can watch videos / get information on the Audi A1
- 19. 36 Golden Square, London W1F 9EE Tel: 0207 543 4600 e-mail: dusan@mcsaatchi.com mobile/web: www.mcsaatchimobile.com