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A Lookback into How Brands have Reinforced the Mobile Reality in the New Normal

Team InMobi
Team InMobi
3 min read
Posted on December 22, 2021
A Lookback into How Brands have Reinforced the Mobile Reality in the New Normal

As the world awaits another new year, it is ready to bid off the old one with a bunch of festive celebrations. With Christmas coming soon, brands are paving new ways on mobile to reach and engage consumers more than ever. With digital becoming mainstream and mobile becoming its center stage, here are a look back to the top (festive) brands from APAC from 2021 that have created closer connections with the consumers, drove demand for their products, and made a mark with mobile. 

1. Tech-savvy Brands Take on Mobile 

As technology and mobile go hand in hand, the tech giants such as Nokia and Dell have taken mobile advertising with great gusto. When Dell aimed to connect with SMEs (Small Medium Enterprises) to enable them to get personalized technology support through their business advisors, the brand looked no further beyond mobile. Dell created a built-in Click-to-call solution that delivers a single click enabled service that connects the SME with the Dell advisor. Not only this couldn't have been possible to integrate an intelligent tech-enabled solution offline, but also the possibilities that mobile offers in delivering connected experiences stand unmatched. 

Another intelligent integration was done by Kia Motors when they launched the new Kia Sonet with a voice command feature – 'Hello Kia'. To popularize the voice command, Kia Motors took the mobile route. The brand created an AI-based voice ad discovery for the audiences to pass live commands and feel the voice experience live. It's also interesting to see how the tech-giant HMD Global (Nokia) leveraged InMobi's location targeting and deployed polygons across mobile stores in India. The idea was to popularize the Nokia handsets, 6.2 and 7.2, in the Indian market. The rich interstitial ads delivered to the tech-savvy smartphone consumers across India delivered the message of Nokia's strong comeback and helped them find the nearest stores. 

2. Delivering Scrumptiousness Through Mobile 

Quick-service restaurants (QSRs) and retail food brands have relied heavily on mobile campaigns in the new reality. With mobile gaming seeing unparalleled growth, Pop Mie, the popular noodle brand in Southeast Asia (SEA), opted for a mobile strategy to engage audiences through ad gamification. The two different immersive gamified ad experiences ensured record engagement and cemented the purchase intent among the Indonesians.  

Brands such as Minute Maid stood up to educate consumers on the importance of consuming Vitamin C as a part of their first meal. The brand launched an immersive ad experience to drive purchase consideration enabled by a single click on the ad. The famous conglomerate Nestlé turned to mobile to drive a purpose-driven campaign during the holy month of Ramadan. The brand promoted the concept of inspiring consumers to act on their pure intentions through a special Ramadan podcast series in collaboration with Inspigo. The brand created an interactive, full-screen mobile ad experience to deliver a meaningful message and inspire Ramadan observers to 'be good, do good.' 

Selecta- the ice cream brand from Unilever, has leveraged mobile to connect with the Filipinos encourage them to indulge in the delicious ice creams from Selecta, as the Archipelago sees soaring temperatures throughout the year. The brand leveraged household targeting to influence the family members and guide them along the purchase journey with an online to offline shoppable experience. This brings us to the next segment, where we narrate how brands bridged the gaps in the real world with impactful online campaigns. 

3. Bridging the Online Vs. Offline Gaps 

As the lockdowns saw a few relaxations with the next normal kicking in, marketers' biggest challenge was connecting consumers' offline, real lives with their online behavior. With the new reality, the consumers' buying behavior changed where women in the households often made decisions whereas men stepped out to shop. With precision targeting based on polygon mapping, guiding families along their purchase journey with household targeting brands such as Wyeth Bonakid Pre-School 3+ could deep dive into the real-world behavior of the audiences, engage them on mobile, and drive them to the nearest local stores to drive purchases. Asian Paints stands as another testament to the massive reach and impact mobile drives. Intending to help small businesses thrive during the pandemic, the brand leveraged InMobi for Commerce solution to help consumers repaint their homes by visiting the nearest Asian Paints dealer, thus driving business for them. Not only have these brands deconstructed the online to offline attribution but also drove meaningful communication. 

4. Gaining Consumer Mindshare with Video 

Videos has emerged from a source of entertainment to a part of daily lifestyle for most smartphone users worldwide. While this presents an unmissable opportunity for brands to achieve their marketing goals, here’s a sneak peek into the brands that nailed mobile video advertising. Pepsodent, the world-famous dental brand, has leveraged mobile video to bring an offline dental event online through teledentistry and educate mothers about the free dental consultation they can avail to protect their children's dental health and maintain dental hygiene. L'Oréal Paris has launched a powerful mobile video campaign to educate the masses in Indonesia to stand against street sexual harassment. The campaign uniquely addressed the challenges faced by victims and bystanders and encouraged them to take appropriate action against harassment. To popularize their newly launched campaign 'Sprite, NyatanyaNyegerin,' in Indonesia, Sprite leveraged the power of mobile video and created a 15-second short video to drive awareness and consideration.  

5. Safeguarding Families and Homes with Mobile 

With safety and hygiene becoming the top priorities for consumers worldwide during the pandemic, brands chose to spread the message of maintaining clean homes and hygienic habits. Godrej Consumer Products has taken a step ahead with mobile and leveraged InMobi's full-stack advertising solutions to connect and engage their audiences while driving personalization at scale. The brand drove major strides in delivering programmatic video combined with precision targeting to push up the low penetration segment – 'home insecticide' category sales in India. While Dettol drove an engaging video campaign to popularize their '2X Menthol Ice cool Soap' that beats the scorching Summer heat in Pakistan, Lifebuoy armed Indonesians against the COVID-19 Virus infections with the power of Programmatic in-app advertising. With a Survey conducted on InMobi Pulse, and the observed behavior on InMobi Audiences, the brand identified the evolving consumer behavior and prepared personalized messaging on the three most trending topics; Social distancing, handwashing, and COVID preparedness. Not only did these brands drive humanized marketing efforts to drive awareness, but they also took on mobile to drive personalization at scale while helping consumers safeguard their homes and families during the deadly pandemic. 

To learn more about how brands are changing the way they reach, engage and acquire consumers on mobile, visit our case studies page

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