OEM Smartphone launch2009 Campaign strategy

July 2009

PowerPoint Face off

Agenda

• Brief clarification

• Challenges & hurdles

• Insight

• Campaign premise

• Heroes

BRIEF CLARIFICATION

Clarification: device

Operator branded Touch phone

Clarification: services + software

Aggregation + PC Syncing

Clarification: timing

Soft launch (now)Soft launch (now) Hero launch (in 3 months)Hero launch (in 3 months)

Services / SoftwareServices / Software

OEM branded handsetsOEM branded handsets

Hero handsetHero handset

Clarification: marketing objectives

• Operational– Core digital marketing idea / platform– Easily adaptable experience assets and mechanics– Integration with local heroes

• Measurable outcomes– Make the operator cooler– Position the operator as adding real value– Deliver sales, particularly aimed at the Xmas run-up

• Cost savings– Leverage social networks as free media space

HURDLESCHALLENGES &

Hurdles: Heterogeneous vs. homogeneous

Hurdles: Syncing

“I seem to run out of memory syncing ~5500 notes on a 128MB 3G. Either fails with error or crashes to home.”

“phone is still syncing. Ahhh, such a pain”

“backup the data on your mac first, if that's what you're syncing with.... If windows, then, erm... good luck?”

“If they really want to take the MSFT stranglehold on smart phones apart, they should mandate cross platform / open format PIM syncing”

Hurdles: Device issues

• iPhone: Users exhibit unheard of data usage, product usage and brand loyalty

• Super users have high UI lock in

Hurdles summary

• Aggregation and syncing are very hard, problems will be exposed immediately.

• Challenger brand to Apple

• Big hurdles to make users swap

INSIGHTSWho are we talking to?

Insight: Superusers behaviour

• Message to the limit of time / budget

• Don’t experience isolation

• Value SMS, IM and social networks

• Social media people are communicate addicts

• Self select similar communicators

Insight: The real vs. the digital world

• The real and the virtual are already fused, it just hasn’t been made immediately visual.

• People don’t make arrangements, they negotiate real time

They negotiate and plan life in real time

Insight: Real time

• “Real time taps into consciousness, search taps into memory. That is why it so potent. You experience the world in real time.” Edo Segal

Campaign premiseWhat do we want to talk about?

The product category

• The mobile has fundamental changed our society and culture.

• Operators and and handset manufactures focus on features and more recently vertical services.

• A social media product has more license to talk about real-time culture

Expand the product context to culture

• Activity

• Situation

• Relevance

Campaign premise

• The product makes my life more real time

• I can discover and share more experiences

• I most value being the first to know

• My benefits are cultural not technical

Knowing first is cool

HEROES?How does we use

Local heroes

Local Heroes, culture & real-time

Knowing first is cool

Local Heroes, culture & real-time

Knowing first is cool

How does that work?

1. message to connect

2. fuel with status, content & utility

3. recruit an inner a high-karma group

4. dynamically feedback the high-karma

Only works with an authentic shared passion

Campaign concept

Where’s the product?

• Provides the platform for community and conversation

• Hero and and branded content is badged and performed via the device

• Naming conventions and micro messages include the product name

Community and great films

“Great films usually have a complex and complete back-story. The scenes of a film are given greater power by the depth and consistency of the back story. A brand should provide an immediate sense of story, but also have a back-story of sufficient complexity and depth to reward fans.”

Local market community toolkit

Local markets will to nurture a communities around their local hero that are:

– vibrant– active– self sustaining– embed the product and brand

Community toolkit and back-story process

Developing a back-story to fuel fans

1. Leadership

2. Sacred text

3. Semiotics

4. Ritual

5. Myth

6. Community

a revered icon or hero themselves

shared passion, common enemy and simple rules

graphic language to denote belonging

actions or activities the group performs

fables about the passion & leader

location the group should congregate

SUMMARY: MAKE REAL-TIME WAVES

Core strategic recommendations

• Create a community focused around the passion of the local hero

• Have a toolkit to aid the construction and maximise the vibrancy of this community

• Attach the product to the cultural benefits of real time connection

• Use offline as the rabbit hole to form and connect community

• Form an inner closed community of super-influencers

• Feedback the community zeitgeist as a second phase

QUESTIONS?