Mobile & Tablets

Smartphones, tablets and other mobile devices

Mobile Effectiveness


Mat Watson, Mark Fathalla, Konrad Collao and Alex Charlton, ESOMAR, Qualitative, November 2014

Using a case study from ITV, the UK broadcaster, this paper explains how research using high quality audio-visual footage captured from a participants' perspective - using wearable technology - can answer client questions and generate insight.


Cairo Marsh and Mark Leong, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how McDonald's, the fast food chain, made its existing mobile loyalty programme in Japan more effective by leveraging user data.


Casey Grant and Adam Weiss , Warc Prize for Asian Strategy, Entrant, 2014

This case study demonstrates how Eli Lilly Japan, the pharmaceutical company, used a digital platform to enable medical representatives (MRs) to engage doctors.


Deric Wong and Anthony Lau , Warc Prize for Asian Strategy, Entrant, 2014

This case study shows how Wyeth Gold, the infant formula milk brand, used a mobile app to build brand preference among parents in Hong Kong.


Angela Kim, Kyoungsuk Lee, Sylvia Kim and Ashley Shon, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Coca-Cola, the soft drinks company, developed a mobile app to reinforce the brands happiness and positivity brand equities among Korean youth.


Ronnie Thomas and John Gamvros , Warc Prize for Asian Strategy, Entrant, 2014

This case study demonstrates how Closeup, the Unilever-owned toothpaste brand, used gamification and occasion marketing to reach young people in India and Indonesia.


Casey Grant and Adam Weiss, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes a mobile app created by AstraZeneca, the pharmaceuticals company, to promote patient compliance with a cholesterol-lowering medication in Japan, through gamification and timely messaging.


Yun Ge, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Oreo, the biscuit brand, used social messaging apps in China to increase sales.


Sailesh Wadhwa, Warc Prize for Asian Strategy, Entrant, 2014

This campaign explains how Rexona increased sales of its deodorant brand amongst women in Malaysia by encouraging them to exercise with a branded mobile app and charitable donations.

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