Mobile & Tablets

Insights on using smartphones and tablets as a marketing channel

Mobile Effectiveness


Low Lai Chow, Event Reports, Festival of Media Asia Pacific, March 2014
This event report discusses how Yum! Brands - the parent of Pizza Hut, KFC and Taco Bell - is connecting with digitally-savvy consumers in Asia. A now infamous incident of an employee being filmed tampering with food in a Malaysian branch of KFC marked a sea change in the firms approach, and it has since become adept at using platforms as varied as Facebook, the social network, and KakaoTalk, the mobile messaging app.

Low Lai Chow, Event Reports, World Retail Congress Asia Pacific, March 2014
This event report discusses how three major retailers are planning for the future in Asia. Aeon, the regions largest chain, believes the idea of "mono koto" - or mixing products and experiences - will be essential, and can help fuse the online and offline worlds.

Low Lai Chow, Event Reports, Festival of Media Asia Pacific, March 2014
This event report discusses early digital trends in Myanmar, a country where access to the internet has previously been restricted. As these prohibitive rules are lifted, and access to SIM cards becomes more widespread, it is likely that new media usage will rise dramatically.

Low Lai Chow, Event Reports, eTail Asia, March 2014
This event report shows how three travel brands are using mobile to reach consumers in Asia. Expedia, best-known as a bookings platform, is seeking to expand its remit by tailoring its website for different devices and providing an app that offers various services beyond simply securing tickets and hotel reservations.

Low Lai Chow, Event Reports, Mobile East Africa, February 2014
This event report addresses how Safaricom, the telecoms company, is helping transform the lives of customers and communities in Kenya. Perhaps its best-known innovation in this area is M-PESA, the micropayments service which has 18 million users, and has given consumers at the bottom of the pyramid access to vital financial services.

Preeti Chaturvedi, Event Reports, IAMAI Digital India Summit, February 2014
This event report discusses the growth of internet and mobile usage in India, based on insights from leading executives from across the marketing and media ecosystem. It is anticipated that the country's online audience will surpass the 200 million-mark this year, while there are already some 900 million people using mobile phones.

Low Lai Chow, Event Reports, Market Research in the Mobile World Asia Pacific, March 2014
This event report discusses how three leading brands have leveraged mobile research to deepen their understanding of consumers in Asia. On its part, Coca-Cola found that asking shoppers to keep "app diaries" tracking their daily beverage intake yielded insights that traditional techniques would struggle to replicate.

Andrea Sophocleous, Event Reports, Australian Broadcasting Digital Media Summit, February 2014
This event report discusses how TV viewers are turning into "superheroes" - and how brands can best serve their needs. In a digitally-connected world, members of the television audience are no longer constrained by the previous restrictions imposed by broadcasters, and are thus free to behave as they wish when it comes to consuming content. While this poses challenges to networks, it also enables them - and the advertisers buying airtime both online and in linear programming - to gain a clearer understanding of the people watching certain shows.

Dhunji S. Wadia and Ravi Walia, Warc Prize for Social Strategy, Entrant, 2014
This case study shows how broadcasting challenger brand, SAB TV, reached out to India's youth with a social game. SAB TV was recreated as a social game called SABurbia.com, linked to Facebook, where players could become the mayor of SABurbia by completing a series of tasks that involved sharing, helping and interacting with the show's characters and plots.

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