Pepsodent Mobile Campaign prototype

One of the largest global media company that encompasses some of world’s best media agencies has conducted its annual leadership series gathering and new product presentation recently in Jakarta from 4th – 5th October 2010. Aktifmob was very fortunate to be invited as part of Telkomsel team to present and demonstrate Mobile Media Advertising as the new tool for advertiser. To create realism, Unilever was kind enough to provide us one of its market leading Brand; Pepsodent and leaving all of the creativity to us to deploy the prototype campaign.

Initial Stage

Understanding the power of mobile advertising campaign lie in its proven ability in building community, we took the online version of TanyaPepsodent.com and developed the mobile internet version with all mobility features built-in; Phone Profiling (to redefine phone real-estate format as well as correct version for mobile coupon delivery), MSISDN Capture, Click-Through-Rate (CTR) capture, Click-to-Call, Click-to-Coupon and Telkomsel’s mobile subscribers targeting modules.

Aktifmob also produced the Interactive SMS version to deliver URL link to the mobile site as well as to capture users’ database not to mention delivering Mobile Coupon in MMS format for every successful entry.

Time Frame

Time has never been the luxury at Aktifmob, we are constantly (almost) on toes to deliver time-restricted mobile campaign and this particular one is no exception. The complete brief was provided on Friday and must be delivered and executed by the following Tuesday. Additional details on Pepsodent products were given on Monday giving us very little time left to complete the tasks. To add to the chaos, our MMS parameters were successfully bind on Sunday morning due to Telkomsel new dedicated MMSC installation for Mobile Advertising. With all of these rushes, we managed to pull everything off 5 hours prior to the Prototype Presentation on Tuesday, 5th October.

The Creative Strategy

Although time is not our best comforting friend, we managed to create simple creative strategy that would at least hook cellular subscribers in joining Pepsodent Community through a simple reward system of redeemable mobile coupon. From marketing stand-point, we pulled off “Engagement” – via SMS Broadcast using Brand2Number Pick-Me & Opt-In with Mobile Coupon delivered as MMS (we also using this to try-out 3D-MAds), then “Experience” using Telkomsel Pop-Screen (with custom menus that lead to Pond’s Wallpaper downloads and RBT activation) and finally “Sales” via Brand2Number Pick-Me in MMS format.

During the working demonstration four (4) phone models were used to demonstrate the system capabilities to recognized different formats as well limitations to deliver Mobile Coupon, RBT, WAP and Wallpaper download. We are also fortunate to be provided with these phones (on loan off course, thank you), iPhone 3Gs, Nokia C5, Nokia E63 and Nokia E55. With its characteristics, Aktifmob was able to delivered different style and file formats for all phones without sacrificing the creative concept.

The Real Value

Not only to GroupM and Unilever, the prototype session also provided both Aktifmob and Telkomsel real values as well as an unforgettable experience. The mobile campaign delivered complete database of MSISDN, User Profile, Phone models, Coupon delivery, Coupon redeemed, Email addresses and many more to Unilever. For us? It’s the sleepless nights and coffee pots as well as good circle of friends both new and old that we gathered throughout the short journey of prototyping.