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Mobile Video and Early 3G Services - Advertising Case Studies - 2004

  • ID: 54646
  • January 2004
  • Region: Global
  • ADKiT Ltd (SCS Reports)
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Mobile operators have spent considerably less effort marketing their mobile video services than they did with MMS. Mobile Video and Early 3G Services - An Advertising Case Study shows how operators across the globe have rolled out understated ad campaigns for mobile video.

Even the launch of 3, the world's first predominantly 3G carrier has been relatively muted. After an initial fanfare advertising its mobile video services in the UK, for example, 3 pulled back and started to focus on low call rates and cheap phone prices instead.

Operators have been at a loss as to how to market mobile video, falling back on value for money as a selling point.

The Case Study report reviews campaigns including:

- 3: the European greenfield 3G operator
- 3 UK
- Italy 3, Wind and Vodafone Omnitel
- A1 Austria
- T-mobile Germany
- T-mobile USA
- Eurotel, Czech Republic
- Globe, Philippines
- Conclusion (including Vodafone, TMN and Optimus)

The case studies show how operators have tried to convince consumers that mobile video is a must-have by focusing on some core advertising images. In particular, ad campaigns have focused on child/parent relationships and on scenes of friends in two different places at once. There has been hardly any advertising of mobile video in a business environment.

Compared to MMS campaigns in 2002, ads for mobile video in 2003 have seemed weak and lacking in direction. Operators have even re-used old MMS ads and converted them to mobile video campaigns, suggesting that budget restraints were high on the agenda.

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

2. 3 - the European greenfield 3G operator

3. 3 UK

4. Italy 3, Wind and Vodafone Omnitel

5. A1 Austria

6. T-mobile Germany

7. T-mobile USA

8. Eurotel, Czech Republic

9. Globe Telecom, Philippines

10. Conclusion

Note: Product cover images may vary from those shown
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Below are a list of TV Adverts of Operators covered in Case Studies.

- 1 Muller Corner Yogurt
Airport
Man at airport gets his partner at home to picture message a yogurt to him in a kind of spook erotic phone call
Ireland

3: the European greenfield 3G operator
- 2 3 (Tre/H3G)
Baby Birth
Dad follows birth of his child on a video phone
Sweden

- 3 3 (Tre/H3G)
Security Guard And Fairy Tale
Security guy uses video messaging to wish his daughter good night
Australia

3: UK

- 4 3 (Tre/H3G)
Teaser. Goals On Your Mobile
Different people talk about a goal that Michael Owen scores
UK

- 5 3 (Tre/H3G)
Temptation
Picture of a pint of beer is sent from a pal in the pub to another who is not.
UK

- 6 3 (Tre/H3G)
Video Calling - Drinks
A man wears a puppet on his hand to talk to his friend using a video call phone
UK

4. Italy 3, Wind and Vodafone Omnitel
- 7 3 (Tre/H3G)
Tricky Theft In Garden
Two women steal another woman's mobile phone... but only to replace it with a video mobile phone
Italy

- 8 3 (Tre/H3G)
Tricky Theft At Beach Bar
Three women steal the mobile phone of a hunky man in a beach bar... but only to replace it with a video mobile phone
Italy

- 9 3 (Tre/H3G)
Tricky Theft In Boardroom
A woman steals her boss's mobile phone, but only to replace it with a video mobile phone
Italy

- 10 3 (Tre/H3G)
Couple's Sex Frenzy
A blonde commences seduction of male colleague by pushing him, with his back against the wall
Italy

- 11 Wind
Play Wind / Traffic Jam
People in cars stuck in a traffic jam
Italy

- 12 Omnitel Vodafone
Friends Watching Simply Red Video
Four friends watch Simply Red's Sunrise music video on a mobile phone
Italy

5. A1 Austria
- 13 A1 (Mobilkom)
Man Watches Video Of Kiss
Man on a film set, watches various film clips on his mobile phone of couples kissing
Austria

6. T-mobile Germany
- 14 T-Mobile (T-D1)
Father Sends Picture To Ottmar Hitzfeld
Father takes little video of daughter scoring during football game
Germany

7. T-mobile USA
15 T-Mobile (T-D1)
Couple In Front Of Pet Store
The man pets the creature. The woman capture him on the video phone
USA

8. Eurotel, Czech Republic
16 Eurotel
Video Service - Hand Full Of Scenes
Man on the bus watches news in his hand. Another man is watching football on his hand. He holds the mobile phone
Czech Republic

9. Globe Telecom, Philippines
17 Globe Handyphone
Video Message
A man who is building a miniature building receives a video message on his cell phone from his wife and son
Philippines

Conclusion

- 18 Vodafone
Girl In Love With Naturist
Young lady makes a video of her and her new naturist man and sends it off to her posh parents
Portugal

- 19 Optimus
Bungee Jump
Guy videos his own bungee jump
Portugal

- 20 3 (Tre/H3G)
Kissing Boyfriend - Mate
Girl reveals to her pal via mobile that her boyfriend is kissing another girl in the background.
UK

- 21 3 (Tre/H3G)
Man Wins Business - Chuffed
Man shows his pal or partner that he has given himself a mohican haircut as promised after they have won a contract
UK

- 22 3 (Tre/H3G)
Cowardly
Man on video phone
UK

- 23 Telstra
Rugby Game, Boy Helps Out Referee
Narrative: During a rugby match a boy in the crowd helps the referee with a video of a try he captured on his mobile phone
Australia

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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