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Global Mobile Advertising Case Studies - Advertising Case Studies - 2003

  • ID: 54645
  • Report
  • January 2003
  • Region: Global
  • ADKiT Ltd (SCS Reports)
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This report looks at how mobile phone operators are using advertising to increase the value of their customer base and encourage customers to migrate up the data services path. The report represents some of the best attempts to bring new services to market and shows you:

- How mobile operators across the globe are using marketing to move customers up the value chain: encouraging them to use value added data services and increase revenue per user.

- How hard-sell images of constant connectivity and Internet-on-your-phone are out but lifestyle campaigns and feel good factor is in.

- Why AT&T Wireless has confused customers with its new branding campaign but careful planning by O2 has resulted in increased high value sales.

The ad spots contained in this report represent some of the best attempts at marketing new service offerings. They also represent a number of misfired campaigns showing how difficult life can be in this new environment. The emphasis in all the case studies is on lifestyle: several reflect the degree to which this reinvention of mobile brands has gone, with name changes that better reflect the introduction of a holistic, lifestyle approach.

However, as several other case studies show, the question of whether subscribers 'buy' into this lifestyle pitch remains key. What remains certain is that in the vast majority of markets and for virtually all products, consumers remain consumers and the issues of price and value for money have not gone away.

The report features extensive case studies of ads and campaigns run by operators across the globe:

AT&T Wireless mLife - Lifestyle Branding in the US - USA

BASE (Orange) - Rebranding to Grow Market Share - Belgium

J-Phone (Vodafone) Picture Mail Mobile Service - Advanced MMS in an Advanced Marketplace - Japan

O2 - Reinvigorating a Brand for a New Generation - UK & Germany

Virgin Mobile - Holding Market Share Through Staying Cool - UK

T-Mobile - New Brand in a Crowded Market - UK

Plus additional round ups of local campaigns:
Maxis Mobile - Half Way to 3G - Malaysia

Boost Pre-Paid Mobile/Nextel Communications - Using Comedy & Cool to Boost Appeal - USA

Bouygues Telecom - Personalising A Network - France

Smartone & Sunday - Hong Kong Remains a Creative Environment Though Follows Global Trends - Hong Kong

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Note: Product cover images may vary from those shown
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1. Introduction

2. Case Studies

AT&T Wireless mLife - Lifestyle Branding in the US - USA
BASE (Orange) - Rebranding to Grow Market Share - Belgium
J-Phone (Vodafone) Picture Mail Mobile Service - Advanced MMS in an Advanced Marketplace - Japan
O2 - Reinvigorating a Brand for a New Generation - UK & Germany
Virgin Mobile - Holding Market Share Through Staying Cool -UK
T-Mobile - New Brand in a Crowded Market - UK

3. World Marketing Round-Up
Maxis Mobile - Half Way to 3G - Malaysia
Boost Pre-Paid Mobile/Nextel Communications - Using Comedy & Cool to Boost Appeal - USA
Bouygues Telecom - Personalising A Network - France
Smartone & Sunday - Hong Kong Remains a Creative Environment Though Follows Global Trends - Hong Kong

4. Forecasts

Note: Product cover images may vary from those shown
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Below is a list of TV adverts of Operators covered in this reports Case Studies. Information provided is:
- Operator
- Advert Details
- Country

AT&T Wireless mLife
1 AT&T Wireless
Colleagues Dancing At Office Party
a man wearing a suit and pink shirt tries to strike a conversation with a man while dancing.
USA

2 AT&T Wireless
Hog Farmer
A farmer gets out of his truck and talks about going to New York but his pigs don't approve.
USA

3 AT&T Wireless
Two Brits In American City
Two British young men walk around a city and talk with British accents, tall buildings are in the background.
USA

4 AT&T Wireless
Two Builders
Two men wearing yellow protective helmets have a coffee and a doughnut and one of them asks a question and gets no repply.
USA

5 AT&T Wireless
Why Do We...?
This ad features a clip of a man sitting on a sofa looking at a picture, there is a FV/O and other nice clips.
USA

Base (Orange Telecom)
6 Base
Lorry Driver On Mobile
A lorry driver sits in his cab talking on his mobile. A man tries to interrupt him and offer him a different mobile service.
Belgium

7 Base
Fire Drill
The people file out of the building. They read the board and then return after the message is announced.
Belgium

8 Base
Men Behaving Badly
The two couples sit at the table conversing when the men watch for the goal and leap up, prance around the table on all fours.
Belgium

9 Base
The Barber
The barber prepares the customer for his cut and comments rudely on the man's condition.
Belgium

J-Phone (Vodafone) Picture Mail Mobile Service
10 J-Phone
Man With A Fish
A man catches a fish in the river. He shows the fish to another man through the celfone.
Japan

11 J-Phone
Vivacious Gal
A vivacious gal takes a picture of herself and sends it to her friend's mobile phone. The latter smiles timidly.
Japan

12 J-Phone
Bride's Cellphone
A lady smiles while using a celfone. Ladies show their hands. Bride sees them in a celfone.
Japan

13 J-Phone
Lady In A Celfone
A lady talks on her celfone and her boyfriend in a train sees her in his celfone.
Japan

O2
14 O2
Name Change: O2 Bubbles in blue water.
Viag Interkom changes its name into O2.
Germany

15 O2
EU Flat Rate calls
A European Union flag flaps in the wind. Or does it? Oxygen bubbles appear, as if the flag was flapping in the depths of the sea, moved by mysterious currents.
UK

16 O2
500 Free Texts & A Free Nokia 3410
Text appears on blue screen. Get 500 free texts a month with online O2 leisure tariff.
UK

17 O2
Flat Rate
MVO 'O2 Flat Rate,one rate,any call,any network,any time'
UK

18 O2
Pay & Go Wild
Youngsters running and fooling around with bubbles floating around them.
UK

19 O2
Big Brother :Washing Up-Text Alerts
Big Brother :Washing Up-Text Alerts
UK

20 O2
Free Atari Games
Shots of snowy sky. Sapce invaders come on to screen and are shot down by a mobile phone. MVO explains you can gets three free Atari Games
UK

Virgin Mobile
21 Virgin Mobile
Don't Stay Together For The Wrong Reasons
Don't Stay Together For The Wrong Reasons
UK

22 Virgin Mobile
Melanie Blatt
The ex-All Saint throws hundreds of photocopies of her bottom (in panties) out of a window. Message 'Bonus airtime for our biggest fans' comes out of the photocopier.
UK

23 Virgin Mobile
Wyclef Autograph
Wyclef signs an autograph for a woman. But, unbeknown to him, the paper is a legally binding contract. He becomes the woman's slave and has to satisfy her every whim!
UK

24 Virgin Mobile
Nosiy Bed Springs
Single shot of a dilapidated trailer park and a goat.
UK

25 Virgin Mobile
Wyclef's Contract
Woman putting on her tights and Wyclef Jean looks in a mirror, MVO.
UK

T-mobile
26 T-mobile
One 2 One Dual Band - One2One - Rock Band
Man plays guitar,shot goes to rock band.FVO says One2One is becoming part of something bigger,enjoy the advantages of a global network.One2One become T Mobile
UK

27 T-mobile
Sporting Andre Agassi
Andre looks at his phone and gets transported to different sporting events including football, cycling, and F1 racing.
UK

28 T-mobile
Photo Messaging - Baby
Mysteriously, face of baby is seen on posters, newspapers, T-shirts & stadium's Screen.
UK

World Round Up

Boost Pre-Paid Mobile/Nextel Communications
29 Boost
Old Guys Talk Youngster Slang
An elderly man on a zimmer frame talks in slang about skateboarding and gets his mobile out to show the games you can play, and comments on the stunts that other friends of his manage to perform very badly.
USA

30 Boost
Old Guys Outtakes
Two old men and a black screen with text.
USA

31 Boost
Old Woman Talks Like Teen Girl
An old woman explains in youth slang about how she used her mobile to communicate about the party, yo.
USA

Maxis Mobile
32 Maxis
Male Models
A lady uses a celfone in a large storage room. Some men appear and she photgraphes them.
Malaysia

33 Maxis
Nagger
Cars are seen on a street. A lady loses her temper beside a man in a car. A lady in another car smiles at him.
Malaysia

34 Maxis
Man Uses Cellphone
A man uses a celfone while a lady greets a friend. The man falls in line while a lady looks at him. He runs in the rain.
Malaysia

Bouygues Telecom
35 Bouygues Telecom
Compulsive Loud-Speaking Couple In Quiet Cloister
A couple walk in a quiet place, and being used to shouting on the phone carry on when is not necessary.
France

36 Bouygues Telecom
Man On The Beach Talks On The Phone
A man on holiday phones his friends purely to make them listen to the sound of the crashing waves
France

37 Bouygues Telecom
Dog Drags Man Through Park
A man is dragges through the woods by a dog on the lead.
France

SmarTone (Shu Ma Tong)
38 SmarTone
Sweating Man
A man uses a celfone in a meeting. He starts sweating and his officemates look at him.
Hong Kong

39 SmarTone
Man Devouring Noodles
A man is being watched by other people while eating noodles. He uses a celfone.
Hong Kong

Sunday Telecommunications
40 Sunday
Electric Chair
People sit in front of a man who controls an electric chair. A convist is electricuted but he still lives. The people leave.
Hong Kong

Note: Product cover images may vary from those shown
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Note: Product cover images may vary from those shown
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