Brands perspective on Mobile Advertising- Mimi Wong Pepsico and Marco Gavin Procter and Gamble

At Mobile Asia Congress during the GSMA and MMA session on Mobile Advertising– there was an interesting fireside chat moderated by Paran Johar from JumpTap featuring:

Mimi Wong Interactive Marketing Director Pepsico International

Marco Gavin Interactive Marketing Manager Procter and Gamble.

The conversation started out with a discussion on traditional media vs mobile media.

Mimi: Each medium has its strengths and weaknesses. We are looking into mobile unique strengths in Asia and there is a huge opportunity. Realising this opportunity is vital for us.
Marco: We can use mobile to drive engagement which is essential. For example we have used sampling via mobile where you sign up on mobile and pick up in shops. This is great as its interactive and personalisation comes into the equation.

What is more important for brands direct or in-direct response campaigns?

Mimi: More people buying our products is vital for us and that is our major focus. We want people to look at what they like and thing of advertising as our brand essence. Reflecting our image and values onto to mobile is essential.

Therefore, direct response metrics are essential.

Marco:We are driving sales equity for our brands.  Sales equity? A great example is in the Philippines. The Philippines is a great example as the world leader in texting. So what we did was to use texting in our adverts. We replaced blunt advertising with rich enhanced experiences for brands. Brands can solve everyday problems so clever unique positioning in mobile is vital to enhance the consumer experience.
Paran: so you are saying we can increase our frequency with reach?

Marco: interactivity is the key for mobile marketing.

Mimi: Budget is vital and interaction is vital. But on top of this reach is vital so metrics become all important.
Paran: How do you work with Agencies?

Mimi: We use several agencies and we work with the best ones in the category. So we have a creative sign that can pull everything together. What I mean is that I do’t see a lot of companies planning mobile interactive campaigns and managing marketing or creative’s. There is no one stop shop so Pepsi integrates with several agencies.

Marco: We want mobile agencies that can define digital strategies and interest in specialist arms – not working seamlessly. Some specialist mobile marketing experts have the name but the knowledge doesn’t flow as the medium is too new. WE like mobile evangelists and media planners at the moment but education in general is vital for an integrated approach.

Mimi: Yes. We also welcome education and more mobile sites and statistics on mobile networking sites that will get us more traction.

Marco: We are looking at teens in Japan and many teams or groups up to the age of 24 don’t even use a PC. PC sales have declined and mobile is the way to engage youth and consumers.
Paran – Can you give me an example of a great mobile advertising campaign you have used?
Mimi: We have several excellent campaigns but not focusing on the campaign – seamless integration into the digital value chain makes for the best advertising.

Marco:  Pampers in the Philippines offered a premium price text code in packs of nappies. If you texted the code you would get baby development tips and could win a scholarship for schools. SMS is very good and consumer based. Our aim is now to take this to the next level.