AN ANALYSIS OF

WINNING MOBILE

CAMPAIGNS

2015 SMARTIES™

CHINA

Minutes:

China

479

Global

417 439

Asia-Pacific

TV Smartphone Laptop Tablet

OVERALL SCREEN

TIME IS HIGHER

FOR CHINA

Device Key:

Data source: Millward Brown AdReaction 2014 (based on survey of 16-44 year old multiscreen users)

Global Average: 113 (27%)

Global Average: 108 (26%)

Global Average: 50 (12%)

Global Average: 147 (35%)

89 Minutes

(19%)

170 Minutes

(35%)

161 Minutes

(34%)

59 Minutes

(12%)

Of the 479 minutes spent across devices, 47% of the time was spent on mobile devices. This highlights the importance of mobile marketing in China.

WHAT DID WE

OBSERVE FROM THE

2015 SMARTIES

AWARD ENTRIES?

The 2015 Smarties entries showed a shift in goal from improving brand awareness to improving brand reputation. There was also a greater use of mobile apps, gaming and social media in interacting with consumers.

Data source: Statistics of submitted cases for MMA Smarties Awards 2014 and 2015

Item 2015 2014

Goal Improve / enhance brand image 51% 24%

Implementation Plan

Interactive experience-based 57% 48%

Mobile app-based 65% 46%

Gaming-based 17% 9%

Social media-based 43% 17%

Results

Increase consumer engagement with advertising 30% 5%

Increase online/offline traffic 66% 23%

Compared to last year, the entries in 2015 were geared toward strengthening consumer involvement and increasing online and offline traffic.

2015 SMARTIES

AWARDS ENTRIES

BY CATEGORY &

INDUSTRY

Data source: Statistics of submitted cases for MMA Smarties Awards 2014 and 2015

(Total number of entries: 272)

57 53

7 6

20

29

15 14 17

26

10

18

0

10

20

30

40

50

60

A B C D E F G H I J K L

A through L denote the following awards: A: Brand Awareness; B: Interactive Marketing; C: Customer Relationship Management; D: Social Impact; E: Cross Media Integration; F: Cross Mobile Integration; G: Mobile App Website; H: Mobile Social Media; I: Mobile Technology Innovation; J: Advertising Form Innovation; K: Mobile Commerce Innovation; L: O2O Innovation

39%

14% 3% 3% 3%

4% 2%

10%

7%

1% 4%

3% 7%

FMCG Auto

Healthcare App

Finance & Insurance eCommerce

Luxury Apparel

Mobile Digital Computers Communication

Catering Electrical Appliances

Other

2015 SMARTIES

FINALISTS &

WINNERS BY

INDUSTRY

Data source: Statistics of submitted cases for MMA Smarties Awards 2014 and 2015

(Number of Winners: 30)

42%

11% 4% 2%

3%

11%

8%

8%

1% 10%

44%

7% 3% 3%

20%

3%

10%

10%

FMCG Auto App Finance & Insurance Luxury Apparel Mobile Digital Computers Catering Electrical Appliances Other

(Number of shortlisted entries: 72)

SO WHAT

DIFFERENTIATES

A WINNER IN

CHINA?

1.

SET WELL -

DEFINED GOALS

SET WELL-

DEFINED GOALS

2014 2015

Increase Sales 30% 25%

Improve Brand Awareness 57% 39%

THERE IS AN INCREASE IN NUMBER OF ENTRIES WHICH SET MORE CONCRETE GOALS SUCH AS “INCREASE SALES” AND “IMPROVE BRAND AWARENESS”.

Setting a well-defined goal is the foundation of a successful marketing campaign.

SET WELL-

DEFINED GOALS

Besides having well-defined goals, it is also important to have a clear strategy for the campaign.

70% OF WINNERS

HAD SET WELL-

DEFINED

STRATEGY TO

ACHIEVE GOALS

SET WELL-

DEFINED GOALS AMONG THE WINNERS

WITH WELL DEFINED

GOALS, 90% HAD CLEAR

ACTION PLANS AND 40%

HAD IDENTIFIED SPECIFIC

TARGET AUDIENCES

SET WELL-

DEFINED GOALS

Some clearly defined goals include:

“IMPROVE CORE

BRAND VALUE AND

IDENTITY IN

SECOND- AND

THIRD-TIER CITIES

THROUGH

INNOVATIVE DIGITAL

COMMUNICATIONS”

“INCREASE USERS’

UNDERSTANDING OF

BRAND CONCEPT AND

BUILD BRAND IMAGE

THROUGH INTERACTIVE

GAMING”

2.

APPLY MULTI-

CHANNEL

INTEGRATION

INNOVATIVELY

APPLY MULTI-

CHANNEL

INTEGRATION

INNOVATIVELY

In the 2015 digital & media predictions report, Millward Brown foresees changes in the media landscape:

MULTI-SCREEN

MARKETING

COMBINING TV,

LAPTOP,

SMARTPHONE AND

TABLETS WILL BE

UNIFIED

SOCIAL MEDIA AND

MOBILE WILL HAVE

GREATER

COLLABORATION

APPLY MULTI-

CHANNEL

INTEGRATION

INNOVATIVELY

The predictions were reflected in the winning entries this year with 77% of the winners used multi-channel marketing versus 67% in 2014.

Multi-channel integration is helpful for brand building.

Display (n-1,120) Video & Display (n=137) Video (n=180)

1.4

3.0

1.4 1.3

0.7

3.3

5.4

4.2

2.8

1.7

0.9

3.3

0.7

1.5

1.0

0

1

2

3

4

5

6

Aided Brand Awareness

Ad Awareness

Message Association

Brand Favourability

Purchase Intent

AMONG THE

WINNERS, 90%

LEVERAGED SOCIAL

MEDIA IN THEIR

CAMPAIGNS, AS

COMPARED TO 65%

IN 2014

APPLY MULTI-

CHANNEL

INTEGRATION

INNOVATIVELY

In addition, this year’s winners leveraged the unique characteristics of mobile for a more precise and targeted marketing.

APPLY MULTI-

CHANNEL

INTEGRATION

INNOVATIVELY

AMONG THE 90% WINNERS

WHO HAD INTEGRATED

SOCIAL MEDIA IN THEIR

CAMPAIGNS, MORE THAN

50% USED SOCIAL MEDIA

TO ENCOURAGE SOCIAL

SHARING AND CREATE

BUZZ

47% OF THE

WINNERS USED

SMARTPHONE-

SPECIFIC

TECHNOLOGIES IN

THEIR

CAMPAIGNS

APPLY MULTI-

CHANNEL

INTEGRATION

INNOVATIVELY

NEARLY 30% OF THE

WINNERS INCLUDED

INNOVATIVE

MOBILE GAMING IN

THEIR CAMPAIGNS

TO HEIGHTEN

CONSUMER

ENGAGEMENT

APPLY MULTI-

CHANNEL

INTEGRATION

INNOVATIVELY

3.

ENGAGE

CONSUMERS

ACTIVELY AND

EFFECTIVELY

ENGAGE

CONSUMERS

ACTIVELY &

EFFECIVELY

As compared to the traditional media channels, the biggest strength of mobile lies in its ability to interact with the target audience at a more personal level.

Data source: Statistics of submitted cases for MMA Smarties Awards 2014 and 2015

Brand + Consumer

Brand > Consumer

RELAXED ACTIVE ENGAGED

Goal-Oriented (self) Content generation (sharing)

BORED

Outdoor

Metro

Subway

TV

Cinema

Radio

Magazine

Newspaper

Digital TV

Web Display

Tablet

Mobile

Social Network

Contest

Search

Blogs

Community

OFF

LIN

E ON

LINE

ENGAGE

CONSUMERS

ACTIVELY &

EFFECIVELY

47% OF THE WINNERS HAD

SUCCESSFULLY INTEGRATED

COMMUNICATIONS, SOCIAL

MEDIA & OFFLINE

EXPERIENCE TO ENGAGE

CONSUMERS

THREE THINGS TO

REMEMBER ABOUT

MOBILE

MARKETING

SET WELL - DEFINED GOALS

APPLY MULTI-CHANNEL INTEGRATION INNOVATIVELY

ENGAGE CONSUMERS ACTIVELY & EFFECTIVELY

AN ANALYSIS OF

WINNING MOBILE

CAMPAIGNS

2015 SMARTIES™

CHINA