Last Wednesday saw the beginnings of an excellent and very exciting events partnership between the MMA and the IAB. The two organisations pulled together and drew in a huge crowd at their launch event all about Rich Media and Creativity. Packed into the Grand Connaught Rooms on Wednesday afternoon, the mobile creativity hungry crowd were treated to some stat and creativity filled presentations from some leading figures from within the mobile world including Joule’s Global CEO Dan Rosen, and Simon Gill, LBI Creative Director who gave a hilarious look at how mobile, big data and context were the winning formulas to a great campaign. The hilarious part came in-between his slides as he decided to fill the silence with a large claxon to ensure everyone was still awake! Dan showed us an incredibly compelling campaign based around reducing the weight children have to carry to schools in Africa. The idea was to reduce the books into 160 characters per page and install on unwanted feature phones. This is an amazing way to recycle old phones and is a huge benefit to children in Africa.
Jon Mew, Director of Mobile & Operations didn’t disappoint with this engaging speech and numerous case studies, including the Amazon coffee app that detects your eyes on the road and bleeps if you shut them! It then directs you to your nearest coffee store. The showstopper, however, was his attempt at dancing on the Just Dance ‘Autodance’ app. Cringe doesn’t quite cover it!
The main takeaway point from the day was context, context, context! It’s all very well serving display banners to an app or mobile site, but is that banner relevant to that person, at that specific time, within that location? This is how to engage with consumers via mobile.
By James Bott.
M&C Saatchi Performance is an award-winning performance marketing & paid social agency focused on driving measurable results for organisations in all industries. Feel free to get in touch with us about your new project.
