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Getting smart in the smartphone market: Nokia undergoes an internal revolution
MRS Awards, Finalist, MRS Awards, December 2013
This article describes research using existing assets by Nokia, the mobile phone company, which sought to understand the brand's barriers to conversion in the smartphone market.
This article describes research using existing assets by Nokia, the mobile phone company, which sought to understand the brand's barriers to conversion in the smartphone market. The research combined analysis of various data services the company subscribed to and internally held data to generate insights. This approach allowed the company to avoid commissioning additional primary research, and to identify key areas of concern from which to take strategic decisions.
Innovation in market research: Examples from Ericsson, Heinz and HP
Low Lai Chow, Event Reports, Qualitative 360 Asia, November 2013
This event report looks at innovative approaches to qualitative market research. Ericsson has employed WhatsApp, the mobile messaging app, to draw insights from smartphone users, and found it to be a forum where respondents spoke openly and freely in a way that did not often occur in traditional focus groups.
This event report looks at innovative approaches to qualitative market research. Ericsson has employed WhatsApp, the mobile messaging app, to draw insights from smartphone users, and found it to be a forum where respondents spoke openly and freely in a way that did not often occur in traditional focus groups. On its part, Heinz built an online community in the Netherlands, which has come to serve as a vital source of information for its brand and innovation teams. Elsewhere, HP sought to understand consumer attitudes towards printed materials by removing them from the everyday lives of its research panel for two days, encompassing everything from their passport to the letters on a keyboard and personal photos. It uncovered a number of "human truths" as a result.
Using the evidence: The benefits of passive data collection and e-memory for qualitative research
Robert Cook, ESOMAR, Qualitative, Valencia, November 2013
This paper describes how advances in research and technology are allowing a deeper and more comprehensive understanding of consumer behaviour.
This paper describes how advances in research and technology are allowing a deeper and more comprehensive understanding of consumer behaviour. Traditional interviewing is heavily reliant on recall and reporting accuracy by the subject. New technology such as wearable lifelogging camera technology allows ethnographic information to be captured passively and over long periods of time. This method captures a more accurate record of behaviour and helps to generate insights for future innovation. An example of how these developments in research were used to analyse how people use their smartphones in various situations is explained.
Nokia transforms its approach to in-store marketing
Jo Bowman, Event Reports, International Shopper Insights in Action, November 2013
This event report discusses how Nokia reinvigorated the cluttered in-store environment. Eye-tracking studies and monitoring traffic in its bricks-and-mortar branches showed most marketing materials at the point of purchase went entirely unnoticed by consumers, who were deluged with conflicting marketing messages.
This event report discusses how Nokia reinvigorated the cluttered in-store environment. Eye-tracking studies and monitoring traffic in its bricks-and-mortar branches showed most marketing materials at the point of purchase went entirely unnoticed by consumers, who were deluged with conflicting marketing messages. By tailoring its approach to precisely match the customer journey, it was able to focus on getting phones into the hands of shoppers, which is the most powerful influence on purchase decisions. It also successfully cut out any previously wasted spending.
Vodafone: Bringing alive the BlackBerry Boys on social media
Direct Marketing Association - US, Silver, DMA International ECHO Awards, 2013
This case study describes how Vodafone, the mobile communications group, increased usage for BlackBerry Messenger, the Internet-based instant messenger app, in India.
This case study describes how Vodafone, the mobile communications group, increased usage for BlackBerry Messenger, the Internet-based instant messenger app, in India. It created a low-cost offering targeted at existing BlackBerry users who were urban, aged 15-24 years and socially conscious. A previous popular campaign had featured characters known as the BlackBerry Boys (BBboys), so to amplify the reaction, the BBboys were translated from a TV ad into 'real' people who could be interacted with on social media. The BBboys were instant hits on social media and activations for BlackBerry Internet Services more than doubled during the campaign period, with 40% growth sustained after the campaign. Additionally, BlackBerry reported 20% growth in sales of its handsets, without the brand itself actively advertising during this period.
The last word from the East: Taking a bite out of the Apple and the great game of the East
Barney Loehnis, Admap, October 2013 , pp. 50-50
This article argues that brands should take inspiration from innovative Chinese brands when looking for growth.
This article argues that brands should take inspiration from innovative Chinese brands when looking for growth. Xiaomi sells competitively priced smartphones which have frequent operating system updates, creating an electronic device that gets better with age. It is argued that this is a marketing and service model companies should look into. Messaging platforms Kakao, Weixin and Line are outpacing Facebook and Twitter in user growth. Dominating this channel allows such companies to access the potentially lucrative mobile payment channel. Brands must pay greater attention to making mobile work for them, as 'online' social media are increasingly accessed on mobile.
DiGi Telecommunications: Dear Malaysians - Renewing hope, one apology at a time
Pamela Chia, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes a campaign carried out in Malaysia by Digi Telecommunications, a mobile phone service provider, to encourage politeness.
This case study describes a campaign carried out in Malaysia by Digi Telecommunications, a mobile phone service provider, to encourage politeness. Research by Reader's Digest had found that Malaysians were amongst the rudest people in the world. DiGi saw an opportunity to address this with a campaign during the goodwill of the festive season of 2011, when Hari Raya Puasa (Idul Fitri) and Hari Merdeka (Malaysian Independence Day) fell on neighbouring dates. The campaign's objectives were to create and measure online conversations about politeness, and to improve DiGi's reputation as a socially responsible corporation. A short film was broadcast on YouTube and national TV showing Malaysian citizens apologising for various errors. This linked to a Facebook page where citizens could submit their own apologies. The video was viewed over 90,000 times, the campaign generated $1.2m in PR coverage and DiGi's brand health reputation increased by 4.5%.
DiGi: WWWOW Internet For All Awards
YouLi Hooi and SuLin Lau, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes how DiGi Telecommunications launched an award for 'ordinary' content creators in Malaysia to promote their brand.
This case study describes how DiGi Telecommunications launched an award for 'ordinary' content creators in Malaysia to promote their brand. Research by Digi Telecommunications found that half of early adopters of mobile internet were blue-collar workers and students rather than more affluent groups, and so devised a campaign to target them. A combination of paid, owned and earned media was used to promote the awards, which then created brand advocates who, when combined, had a large social media following. Results reflected an all-round spike in talk value, and the Malay subscribers base grew by 40%.
Joanne Lao, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes how one2free, the Hong Kong telecommunications company, created a mobile app to promote its brand.
This case study describes how one2free, the Hong Kong telecommunications company, created a mobile app to promote its brand. The Hong Kong telecommunications market had become commoditised, and one2free wanted to create a recognisable brand. The Playground app created a long term mobile brand platform by highlighting Hong Kong's quirks and eccentricities. The app was downloaded 130,000 times in the first two months, and mobile offers advertised exclusively via the app have achieved 2.3 times ROI.
Upload anything: How Aircel brought 3G up, close and personal to youth
Tathagata Chatterjee, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes the launch of a 3G product targeted at Indian youth consumers by Aircel, the telecommunications company.
This case study describes the launch of a 3G product targeted at Indian youth consumers by Aircel, the telecommunications company. The launch of 3G in India had resulted in only 5% utilisation of the spectrum. Consumers perceived it as expensive with poor coverage, and were unimpressed by generic claims by telecommunications companies. Aircel differentiated itself by targeting the youth market with a social networking message that emphasised consumers' ability to upload content on the go, in contrast to campaigns that focused on what could be downloaded. The campaign launched with a video ad on Facebook before television and continued with a strong social media presence to stimulate discussion throughout. As a result of the campaign Aircel increased sales of 3G subscriptions and revenue from 3G.
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