Mondelez International Share Results Of Mobile Futures Program

Mondelez International Share Results Of Mobile Futures Program
SHARE
THIS



Mondelez International has announced the results of its Mobile Futures program, as the brand and startup partners conclude the final pilot stage.

The breakthrough marketing initiative saw some of Australia’s most innovative technology startups partner with iconic brands, Cadbury Dairy Milk, Favourites, BelVita, Marvellous Creations and Philadelphia cream cheese.

After a competitive pitch process, five local startups, Issue, Proximiti, Snaploader, SkyFii and MyShout were chosen to partner with some of Australia’s biggest and most popular brands to address a brand challenge in just 90 days.

During the three month program, the teams unlocked significant market and customer insights, using the startups’ respective technologies to create new mobile concepts. Initial results indicate the program has gone beyond its goals to deliver ongoing innovation for the global business and future opportunities for the startups.

Anthony Ho, Head of Marketing Services, Mondelez International said: “The results from each of the pilots have already surpassed our expectations and we’re looking forward to seeing how these startups can help us create new experiences for Australian consumers with our brands.

“Working with these incredibly innovative startups to challenge ourselves and embrace new thinking, we have been able to foster a culture of “intrapreneurship” within Mondelez. The project has started the shift to make us more agile and change our thinking across all levels of the business. We’ve seen our brand managers start to embrace some of the startup qualities, which is making real difference in their day-to-day jobs in how they approach tasks, problem solving and collaboration with other teams.”

Pilot Results

Cadbury Daily Milk and Snaploader

Cadbury Dairy Milk partnered with Snaploader, an image recognition and augmented reality app, to unlock the joy within consumers through a campaign that brings to life the range of Cadbury Dairy Milk flavours.

The pilot launched in early November supported by in store activation in 20 Victorian Woolworths stores and a high reach Facebook campaign. The pilot featured a competition to “win your height in chocolate” to encourage consumers to download Snaploader and unlock joyful branded content within the app. Consumers entered the competition using the Snaploader app to “snap” an image of a Cadbury Dairy Milk pack. Once in the app, consumers discovered an augmented reality feature to bring the Cadbury Dairy Milk flavour personalities to life and could access a variety of different recipes.

Snaploader has had a successful start to the pilot with 1,100+ app downloads in the first week of launch driven by the targeted advertising campaign on Facebook. The point of sale executed in Woolworths also assisted with the path to purchase for Cadbury Dairy Milk in store – a key pilot objective.

Cadbury Favourites and SkyFii

Cadbury Favourites is leveraging startup partner SkyFii’s Wi-Fi technology to help understand their consumers and engage with them via mobile, in real time. The pilot focused on the understanding that consumers were more likely to purchase Favourites as a last minute item, using SkyFii’s platform to better understand shopping behaviour.

The first pilot test in November centered on a promotion for Favourites Christmas large pack, measuring shopping patterns to identify the right time to connect with consumers, drive them in store and measure the conversion rate. Later phases are in development and will expand the scale of tracking to provide deeper shopper insights and measure purchase conversion. SkyFii are currently in discussion with Cadbury teams in South East Asia to explore potential applications for international Cadbury brands. 

Philly and Issue

Philadelphia cream cheese and Issue, a platform to create beautiful mini-magazines for mobile and tablet readers, were the first to launch their pilot in market in September, just 23 days after partnering. The pilot created a mobile magazine with shoppable stories, sharing Philly food inspiration through mobile content to inspire and engage consumers. The first phase of the pilot was created in partnership with Smudge Publishing. The first branded Issue reached more than 75,000 consumers in three weeks. The team is currently exploring retail partnerships to bring the mobile magazine experience directly in-store to engage with consumers at the point of purchase.

belVita Breakfast Biscuits and Proximiti

belVita Breakfast Biscuits and location-based services platform, Proximiti, collaborated to personalise content and use geo-analytics to learn more about the behaviour of belVita consumers.

belVita also used the startup’s technology to geo-target consumers on mobile to amplify its “morning wins” campaign by connecting with consumers and sending geo-targeted offers to direct the path to purchase, resulting in click-through rates of 32%. The team launched the first phase of their pilot on October 14th near Flinders Street train station in Melbourne, with a geo-targeted offer for a free coffee and sample of belVita to nearby commuters, recording 43% redemption rates.

The partners are currently assessing new opportunities to scale location-based consumer engagement through retailer partnerships and amplify the campaign through major publishers.

Cadbury Marvellous Creations and MyShout

Cadbury Marvellous Creations partnered with MyShout, an app that allows consumers to ‘shout’ vouchers to their friends at participating outlets that can be redeemed via their mobile device.

Using the MyShout platform for redemption, Marvellous Creations set out to reach their target demographic and explored a new, potentially more cost efficient sampling method via mobile coupon redemption. The small scale pilot trial in Sydney CBD achieved an above target click through and overall 11.7% claim rate. Marvellous Creations is also looking to understand how the brand could transition the established behaviour of buying drinks/meals for friends and colleagues into the chocolate category.

Latest News

Digital Breadcrumbs: Picking Up The pieces your competitors leave online
  • Opinion

Digital Breadcrumbs: Picking Up The pieces your competitors leave online

In this guest column, Meltwater’s area director, David Hickey (pictured below), says a quick glance at the mountains of data your competitors are producing can fast prove a boon for your business too… It’s time for businesses to start paying attention and embrace the new digital reality we’re living in. We are currently in the […]

Opinion

by David Hickey

David Hickey
“The Rock” Leads a Flotilla Of Athletes In Huge Under Armour Campaign
  • Campaigns

“The Rock” Leads a Flotilla Of Athletes In Huge Under Armour Campaign

US sportswear giant Under Armour has enlisted Dwayne “The Rock” Johnson to front a series of inspirational new ads featuring a host of sport stars and fitness icons. Created by Droga 5 the campaign is called “Will finds a way” and includes eight ads in all. Johnson aside, the spots include actress and martial arts star, Zoe Zhang. Fellow […]

by B&T Magazine

B&T Magazine
Facebook founder and CEO Mark Zuckerberg arrives to testify during a Senate Commerce, Science and Transportation Committee and Senate Judiciary Committee joint hearing about Facebook on Capitol Hill in Washington, DC, April 10, 2018. / AFP PHOTO / SAUL LOEB        (Photo credit should read SAUL LOEB/AFP/Getty Images)
  • Media

Free TV Calls For ACCC Oversight Of Facebook & Google

In a submission lodged with the ACCC inquiry into digital platforms, industry body Free TV today called for greater regulatory oversight of Facebook and Google. The FreeTV submission identifies a number of key areas of concern: Heavy regulation on traditional media providers and almost none on Facebook and Google Questionable claims about the reach, viewability, […]

APN Outdoor Confirms Retention Of Three Key Contracts
  • Media

APN Outdoor Confirms Retention Of Three Key Contracts

APN Outdoor has used its annual general meeting to announce three key contract renewals: Transport for Brisbane, Transdev Melbourne and Adelaide & Parafield Airports, for multiple years. Company CEO and managing director, James Warburton, said: “These contracts represent an important part of our advertising offering. The far-reaching impact they provide delivers a compelling proposition and cements our commitment […]

Women In Media Profile: Olivia Warren
  • Media

Women In Media Profile: Olivia Warren

It's the latest in our Women In Media profiles, and this one is so good you'll possibly get a nervous twitch somewhere.

by B&T Magazine

B&T Magazine
LIDA Delivers Series Of Animated Info Bites For Busy Marketers
  • Marketing
  • Media

LIDA Delivers Series Of Animated Info Bites For Busy Marketers

M&C Saatchi Group’s customer engagement specialist agency, LIDA, has crafted an initial eight-episode series of bite-sized animated videos designed to help busy marketers stay ahead of the game. ‘60 Second Gets’ draws on LIDA’s wealth of experience to unpack the latest industry tools, tech and thinking. Launching today, the first video, ‘Success in 6 Seconds’, […]

Naked And Gidget Foundation Want Australians To Start Talking
  • Campaigns

Naked And Gidget Foundation Want Australians To Start Talking

Today Naked launches its ‘Start Talking’ campaign for Gidget Foundation Australia; a not-for-profit that provides support for families who are affected by perinatal depression and anxiety (PNDA). The centrepiece of the campaign is a powerful TVC that brings to life this common, but often hidden illness, and shows how Gidget Foundation’s ‘Start Talking’ telehealth program […]

MKTG Integrates Telstra Tracker Data With LED Signage At AFL Stadiums
  • Marketing
  • Technology

MKTG Integrates Telstra Tracker Data With LED Signage At AFL Stadiums

For the first time ever, AFL spectators will be able to view real-time Telstra Tracker player data via in-stadium LED signage, thanks to the combined efforts of Telstra, Champion Data and MKTG. By integrating the Telstra Tracker data into the LED signage at the MCG and Etihad Stadium, fans will receive contextually relevant information from […]

Westfield Shows Off New Visual Identity In Line With Fresh Digital Offering
  • Marketing

Westfield Shows Off New Visual Identity In Line With Fresh Digital Offering

Scentre Group has unveiled a new brand look and feel coinciding with the re-launch of the Westfield.com.au and Westfield.co.nz sites. This digital-first visual identity sees a shift towards creating a more contemporary, invigorated and colourful brand, reflective of Westfield’s in-centre experience. The iconic Westfield logo will continue to lead brand communications, supported with a new […]

The Age Of The Ephemeral: Why Experiential Marketing Is Compulsory This Year
  • Marketing
  • Opinion

The Age Of The Ephemeral: Why Experiential Marketing Is Compulsory This Year

In this guest post, Keep Left’s head of consumer engagement, Johanna Murray (pictured below), explains the merits of experiential marketing, as well as sharing some tips on how to do it – and do it well. Humans love to label things – especially intangible things, like time. We like eras and ages and eons because they […]

Opinion

by B&T Magazine

B&T Magazine
The Top Social Media Marketing Trends For 2018
  • Advertising
  • Marketing
  • Technology

The Top Social Media Marketing Trends For 2018

This trends report is a must-read for all marketers, although it contains no news on the return of the bubble perm.

by B&T Magazine

B&T Magazine
How To Give And Take Feedback At Work
  • Opinion

How To Give And Take Feedback At Work

Georgia Murch (pictured below) is an expert in creating feedback cultures and author of Feedback Flow; The Ultimate Illustrated Guide to Embed Change in 90 Days. In this guest post, Murch offers her tips on giving (and receiving) feedback from colleagues without botching it up… We all know that feedback matters.  Most of us want the good, the bad and the […]

Opinion

by B&T Magazine

B&T Magazine
Dentsu X Expands Operations To Sydney
  • Advertising
  • Media

Dentsu X Expands Operations To Sydney

Have you completely forgotten what Sydney looks like? Well, thankfully this story comes with a handy pictorial reminder.

SBS Radio Introduces Three 24-Hour Digital Radio Stations On Digital TV
  • Media

SBS Radio Introduces Three 24-Hour Digital Radio Stations On Digital TV

SBS Radio has announced two new digital radio stations – SBS PopAsia, SBS PopDesi and a refresh of SBS Radio 3 – is now available on digital TV. SBS Radio 3 will broadcast world news and current affairs from the BBC World Service (previously airing on SBS Radio 4 on digital radio) and special events […]

Champion Launches Music Platform Championing Emerging Aussie Artists Via Emotive
  • Campaigns
  • Marketing

Champion Launches Music Platform Championing Emerging Aussie Artists Via Emotive

For its first Australian campaign, Champion has partnered with creative and content agency Emotive to launch a music program titled ‘Revealed’. The program champions emerging Australian artists by intimately telling their story through video, and providing funding and creative support to create world class music videos for new release music. The first Revealed artist is […]

Delacon Launches Call Analytics In India
  • Marketing

Delacon Launches Call Analytics In India

Australian-owned call analytics provider Delacon has continued its international expansion, opening an innovation centre in India to service local and global partners, and develop the next generation of call tracking and analytics solutions. The office in Chennai is the eighth for the Sydney-headquartered business, which enables brands and agencies to optimise marketing campaigns by accurately […]

Protein To Handle Retail Roll-Out Of Recycling Initiative Return-It
  • Marketing

Protein To Handle Retail Roll-Out Of Recycling Initiative Return-It

Sydney brand and digital agency Protein has been appointed to handle the retail and digital roll-out of recycling company Return-It, which has just been announced as the container collection network for the ACT. Return-It awarded the work to the 17-year strong agency, following Protein’s tender support and brand development of the retail concept. The public-facing […]

Why We Need To Talk More About Failure
  • Opinion

Why We Need To Talk More About Failure

This is an excellent article about celebrating failure. Although, admittedly, we failed to get to the very end of it.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Kimmie Neidhardt
  • Media

Women In Media Profile: Kimmie Neidhardt

Kimmie Neidhardt doesn't just have a very cool name, as you'll read here. There's a good head on those shoulders, too.

by B&T Magazine

B&T Magazine
SCA Promotes Nathan Soulsby To Head Of TV Sales For Sydney
  • Advertising
  • Media

SCA Promotes Nathan Soulsby To Head Of TV Sales For Sydney

Southern Cross Austereo (SCA) has announced the promotion of Nathan Soulsby to head of TV sales for Sydney. The announcement comes after Kristen Budd’s move to general manager of SCA’s Central Coast office. Caretaking the role during Budd’s maternity leave, Soulsby has been a key contributor to the consistent share and revenue growth that has […]

Columbus, A Merkle Company Announces Client Wins & Senior Appointments
  • Marketing

Columbus, A Merkle Company Announces Client Wins & Senior Appointments

Following the launch of Merkle in the Australian market in March, Columbus, a Merkle Company has secured nine new clients in three months, including Macquarie University, Event Hospitality & Entertainment Limited and Hipages. Columbus has also appointed two group business directors in the Victorian market, with Leonie Dawkins (pictured above, left) and Guy McGechan (pictured […]

Black woman in handcuffs
  • Media

Adland Industry Leaders To Be Locked Up In Prison To Help Aussie Youth

Over sixty senior leaders from the media, marketing, tech and creative industry will spend the night in jail as part of UnLtd’s Adland Bail Out, to raise funds for Whitelion. The ‘inmates’ will be handing over their mobile phones and putting on their prison overalls to brave a night in the chilling cells of Yasmar […]

JCDecaux Partners With Seedooh To Verify OOH Campaigns
  • Advertising
  • Media

JCDecaux Partners With Seedooh To Verify OOH Campaigns

Global out-of-home (OOH) advertising giant JCDecaux has announced a partnership with independent tech platform Seedooh to offer advertisers greater transparency for campaigns. Under the agreement, Seedooh’s reporting and verification platform will be integrated into JCDecaux’s system to create an independent campaign delivery reporting function that works seamlessly within the end-to-end campaign delivery processes. It will […]

Innovation: The Foundation Of Marketing & Sales Collaboration
  • Marketing
  • Opinion

Innovation: The Foundation Of Marketing & Sales Collaboration

In this opinion piece, Seismic’s managing director for Australia and New Zealand, Andy Pattinson (pictured below), explains how marketers can work smarter and why collaboration is vital in delivering return on investment. Demand for marketing roles is growing, as marketers continue to learn more about what customers want. The marketing agenda is increasingly being tied in […]

Opinion

by B&T Magazine

B&T Magazine
Roll’d Enlists Impress!ve Digital Ahead Of Franchise & Catering Push
  • Marketing

Roll’d Enlists Impress!ve Digital Ahead Of Franchise & Catering Push

Aussie food franchise Roll’d has announced it has signed on Melbourne digital marketing agency Impress!ve Digital to support its digital marketing. The partnership has already begun, with Impress!ve Digital aiming to significantly boost the company’s revenue through digital marketing strategies that are directly linked to return on investment and franchise acquisition. Impress!ve Digital has been […]

Yippee! More Photos from the 30 Under 30 Awards!
  • Advertising
  • Marketing
  • Media
  • Technology

Yippee! More Photos from the 30 Under 30 Awards!

If you think B&T simply runs these photo gallery stories so you can gawk at young, attractive people, you'd be right.

by B&T Magazine

B&T Magazine