Joint session of Mobext and McDonald's Philippines during the 2014 ad:tech ASEAN. Presented by Kring Lao, Marketing Manager of McDonald's Philippines, and Arthur Policarpio, Head of Mobext Asia-Pacific.

1. Turning First Time
Mobile Advertisers to
Believers
Christina D. Lao
Marketing Manager
McDonald’s Philippines
@therealkringlao
9 July 2014

2. outline
The Digital Journey
The Mobile Transformation
The Trending Topics

3. the
digital
journey

4. 52% 95%
of Filipinos are online
spending average
of 5.5 hours daily
Online time spent
on Social Media
the connected Filipino
531%
Growth in internet
usage (Highest in
the world)

5. MOST WIDELY USED
Ranked No. 8
worldwide
FAST GROWING
Ranked No. 10
worldwide
MOST ACTIVE USERS CAPTIVE AUDIENCE
Ranked No. 1 in ave
videos watched and mins
spent per session
35m 20m
Ranked No. 1
active users
34mins
8videos
the connected Filipino
24m

6. social media stats
967,273 likes
+0.52 % growth from May
1.45% engagement rate
82.6 K followers on Twitter
+2.60% growth from May
Around 10,000 subscribers on
YouTube
Over 32,000 followers on
Instagram

7. #McSpicy
best practice
#NationalBreakfastDay
Trended
#1

8. PAID consumer communication
and integrated brand campaigns

9. Our first digital-led
campaign with no
TV support.
Trended globally at
#3 and was picked
up by Bloomberg
and Huffington Post.
best practice

10. refueling young singles
and young adults looking
for balance & variety
TARGET
MARKET
best practice
Insight:
People go crazy
when they see
someone eating
something they
crave

11. best practice

12. owned media

13. the
mobile
transformation

14. mobile penetration million mobile
subscribers
smart phone growth
(2nd highest in ASEAN)
There are more
mobile phones
than people in the
Philippines
welcome to our world
Spent on mobile;
higher than global
average.
110% 110m 143 mins75%

15. growth in search for McDonald’s
and delivery-related materials.41%
37m USD estimated size of the prize
per year of mobile delivery
mobile MDS

16. mobile creates a
SEA of opportunity for you
Mobile creates ales
Mobile creates ngagement
Mobile creates wareness

17. #1 mobile creates sales

18. CHALLENGE
SOLUTION
RESULTS
• Provide consumers with a more convenient
way of redeeming offers
• To save money on printing costs
• Create a mobile coupon site,
where users simply register to get
free McDonald’s Ang Pao
coupons redeemable at any
McD store.
• With cross-platform advertising on
digital, print, and mobile display
• Over 28,000 unique registrations
in just 2 months
• +18% revenue to spend ratio for
mobile coupons vs. print coupons
McDonald’s
Ang Pao Coupons

19. #1 mobile creates sales

20. CHALLENGE
SOLUTION
RESULTS
• Add another access point of McDonald’s
delivery
• Optimize mcdelivery.com.ph for mobile
Develop a mobile-friendly version of
mcdelivery.com.ph
McDonald’s Delivery
Mobile Site
1st month WITHOUT advertising:
• 94 thousand monthly unique visits
• More than 20K transactions,
incremental to desktop version

21. #2 mobile creates
engagement

22. CHALLENGE
SOLUTION
RESULTS
• To amplify the newly launched Bundled
Meals big idea of inspiring people to enrich
their friendships by being physically
together.
Develop a mobile app that puts
value to minutes of real life
interactions.
McDonald’s –Coca-
Cola BFF Time Out App
Almost 30K downloads for first
month of launch

24. #3 mobile creates
awareness
Save the
number

25. Increase McDonald’s delivery number recall
and awareness
Launch a simple yet effective
campaign that would not only make
customers remember McD’s delivery
number but actually save it on their
phones for easy access/reference
Creating Number
Awareness
• 75,000 redemptions and counting
• Estimated at least 500,000
phones with McDonald’s delivery
number
CHALLENGE
SOLUTION
RESULTS

26. The
Trending
Topics

27. Top
Tweets

28. The biggest risk is not
taking any risk….In a world
that is changing really
quickly, the only strategy
that is guaranteed to fail is
not taking risk.
Mark Zuckerberg

29. @therealkringlao
#startbelieving
#thankyou

30. Phuc.Truong@mobext.com
Turning First-Time Mobile
Advertisers to Believers
By
Arthur Policarpio
Managing Director, Mobext, Asia-Pacific

31. If mobile is big,
where’s the
money?

32. Advertisers know it’s big.
invest in mobile
48% 40%
mobile will be more importan
than radio in 2 years
53%
say mobile will be as equally
important as TV in 2 years
62%
say mobile will be as equally
important as outdoor in 2
years
38%
say mobile will be more
important than print in 2
years.

33. Why aren’t
advertisers
spending more?

34. Limited knowledge+expertise (63%)
5

35. Lack of reliable framework
for measuring success (63%)
6

36. 14
Mobile = traditional
Measuring mobile by the same
yardstick as traditional media

37. 15
Lack of case studies

38. Advertisers =
SCARED.

39. Phuc.Truong@mobext.com
Solving the Problem

40. 21
#1 Visionary Clients

41. 18
Geoffrey Moore’s “Crossing the Chasm”

42. 19
Techies:
In love with technology
Visionaries:
Get ahead of the market
Pragmatists:
Want predictable
progress Conservatives:
Stick with satus
quo
Skeptics:
If it ain’t broke,
don’t fix it

43. Progress happens
because of the
crazy ones who
were willing to take
a risk and
re-invent the game.

45. Why can’t
marketers think
like these “crazy
ones” when it
comes to mobile?

46. 17
They all recognized an opportunity,
risked it all, and took the plunge...
before data/proof came.

47. 21
#2 The Start-up Mentality

48. 22
We applied the “Lean Startup”
Approach to Mobile Marketing

49. Test & Learn (“Fail”)…
23
Scale and Succeed

50. 24
Speed is Critical
“If we can reduce the
time between pivots
We can increase our
odds of success
Before we run out of
money”

51. 25
What you did in 6 months,
we can do in 24 hours

52. 26
From this...

53. 27
24 hours
To this

54. We co-funded first-time mobile
investments by advertisers
28

55. 21
#3 Talk Business

56. Bias to Creative Flair, Awards
30
Awards Creativity
Technology

57. What keeps CEOs awake at night?
31

58. 3 Things that Matter to CEOs

59. We have to stop thinking of
mobile as just a media channel.

60. • marketing
• commerce/distribution
• customer service
• research
• product development
• business model
Business Transformation
Platform

61. 20

62. 37
© Mobext 2012 mobext.com
P&G’s In-Store Tablet Marketing

63. 37
© Mobext 2012 mobext.com

64. 38
© Mobext 2012 mobext.com

65. 41
© Mobext 2012 mobext.com

66. 40
Largest one-to-one in-store
marketing in the Philippines
First in the world (for P&G)
32%
Increase in basket size

67. 3
Talk Business (“Not Awards”)
29
1
Visionary Clients
2
Startup Mentality

68. Phuc.Truong@mobext.com
Closing Message to
Advertisers

69. 19
Techies:
In love with technology
Visionaries:
Get ahead of the market
Pragmatists:
Want predictable
progress Conservatives:
Stick with satus
quo
Skeptics:
If it ain’t broke,
don’t fix it

70. You will be bombarded with facts, statistics, data,
case studies, best practices...
41

72. 43

73. 44

74. 45

75. 46