Leveraging Mobile for Each Stage of the Consumer Journey

The campaign was launched for three stages of the consumer journey process:

Driving Awareness, Consideration, and Conversions using the “Future Me: AR Coloring Book”

InMobi incorporated fun activities in the ad unit for parents to help their children participate in and to support their growth and development. The ad unit was designed with an AR Face Filter and an AR Coloring Textbook that enables children to see the images in the book come alive on their parents' smartphones. The process is visualized as per the journey of the customer aligned with the stages in the ad unit:

Customer Awareness Stage

The creative starts with awareness as the primary objective when the audiences (mothers) click on the banner that invites them to start the AR Face filter called “Future Me”. The mothers are given a hint of curiosity with a message that prompts them to know about the future profession of their child. The ad unit consists of 5 different professions out of which one is displayed as the result.

Customer Consideration Stage

Upon clicking on the card, the system predicts that the child becomes a coloring professional and encourages parents to click further to kickstart the child’s future with an AR-based color book. This is where the engagement journey begins paving ways for product consideration. Users can color the characters from the coloring book. First, the ad unit will access the front camera and create a random result filter to get a character. Then, the coloring part begins, where they can tap the screen to automatically color the character at once. Then the 3D image appears to mimic the AR feature of the product and brings the character alive on the phone screen.

City Targeting

To streamline the campaign to match the target audiences, InMobi launched it in the top 5 cities of Indonesia where the product purchasers predominantly reside.