[vc_row][vc_column][vc_column_text]Mobile advertising campaigns are currently one of the key components of any marketing strategy. The development of mobile technologies, AR, VR, mixed reality, developing data sets and precise targeting using micro moments which allow creating brilliant ideas for advertising campaigns that were still in the realm of marketers' dreams a few years ago.
In our opinion, we have selected the most interesting advertising campaigns of 2017 using technologies based on mobile.
This is one of the most interesting and most awarded ideas of this year in Poland. A great combination of technology, storytelling and the eternal dream of a man about flying into space. For the entire operation, the Korean giant engaged Gen. Tadeusz Kuzior, a pilot who 39 years ago had the chance to fly into space with the Soyuz 30 mission. Then another Pole, Miroslaw Hermaszewski, was chosen. This time, after several years from those events, the Polish pilot could finally make the desired journey. All thanks to VR The Missed Spaceflight application and the Gear VR technology that allows you to move into a virtual reality. With the latest Samsung devices, any user, without leaving home, can experience a virtual missile launch and take a walk in space.
The effectiveness of an advertising campaign to a very large extent depends on reaching the right target group. In June 2017 in cooperation with the LiquidThread agency we conducted the campaign that uses geotrapping and data on smartphone and tablet users. The aim of the campaign was to present the history of Mercedes AMG brand in a modern and unconventional way, as well as to reach with the message to men aged 35+, living in cities over 100 thousand people interested in cars. In order to reach such people, we used Geotrapping® (technology that allows us to collect a database of target users based on their location at a given time - using GPS). There were selected people who participated in the largest motoring events in Poland within 3 months before the planned campaign. These included participants of Warsaw Night Racing, Polish Motor Racing Championships or Moto Show Krakow.
The mobile display rich media campaign was directed to the collected database. The mobile full page formats containing unique video content presented the history of AMG brand and its most important achievements and gave the user the opportunity to immerse themselves in the sports world of AMG brand. Thanks to the use of an innovative solution, which is Geotrapping®, we managed to precisely reach the group of motoring fans. The campaign also used the opportunity to target premium smartphones : Galaxy S7 and iPhone 7. A high level of interaction with creation can be a good match. 16 seconds - it was the average time spent on creation, during which fans familiarized themselves with historical AMG models. The user spent on average more than 30 seconds watching video about the brand and historical models of Mercedes AMG cars.
The campaign has just been nominated for Mobile Trends 2017 award in the category “Marketing campaign”.
Attention should be paid to the effective promotion carried out by Rossmann that transfers business to the world of mobile. The company has decided to launch a long-awaited mobile application that combines m-commerce sales platform with a loyalty program. Rossmann Club offers its members many attractive benefits, including a growing number of discounts tailored to their needs.
It is possible to join Rossmann Club only in application. Based on enormous popularity that the company gained this year, it can be considered the right decision. The application was downloaded over 5.5 million times in 2017. A few hours after the official launch the application has become the most downloaded app in Poland, and within six months it was promoted to the top 10 most popular ranking in our country. The protagonists of the campaign promoting the application were Anita Sokołowska, Małgorzata Socha, Joanna Liszowska and Magdalena Stużyńska - actresses playing the main roles in the polish series "Przyjaciółki" (“Friends”).
Another interesting idea for using a mobile application is the example of Gorillaz band. While promoting their new album, they decided to use the capabilities of mobile technology, AR (augmented reality) and geolocation data. The team returned after 7 years and made available through the application over 500 virtual locations of "Gorillaz House", in which fans could listen to songs from the new album "Humanz". Even before its premiere, 125 thousand fans took advantage of this opportunity from 146 countries. The Gorillaz application connects two worlds: the virtual world - the team and the real world - their fans' world. Each user can view special materials provided by the band, learn about unknown stories or experience a concert in 360 technology. The campaign promoting the album received the Golden Lion at the Cannes festival.
One of the most interesting actions combining the advertising campaign with social action was implemented last year by the Japanese car manufacturer - Mazda. The campaign had to attract the attention of the recipient to an increasingly common problem - scrolling the smartphone while driving a car. The advertisement was available on social networks. Its broadcast of advertising coincided with the video made available by a mindless driver who became a viral on the web and another video made available by the Norfolk police, one of the most-watched films on the most popular British news websites. The video showed the driver who did not stop at the lights, and the reason of this was the match played on the phone.
Rich Media ad showed a miniature car skidding on the screen of the device. The sound of the collision and the imitation of the cracked screen gave rise to thinking about the consequences of using a smartphone while driving.
The examples from last year show that the original and interesting creation, unconventional way of reaching the user or innovative approach to technology translate into the reach of the campaign, their reception and user involvement.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][sc_youtube aspect_ratio="4:3" width="800" video_id="JUOsQmMKDsg"][sc_youtube aspect_ratio="4:3" width="800" video_id="VHwx24pbGak"][sc_youtube aspect_ratio="4:3" width="800" video_id="79huUdXOaAY"][/vc_column][/vc_row]
