Internetdagarna is Sweden’s most important conference and forum for everyone interested in how internet is changing the media landscape, and disgussions revolved around both technical as well as societal issues.

During a workshop in Kista, Stockholm, Street Media 7 briefed PPR Excecutives on how the mobile medium can be used by the Retail industry. The workshop was organized by Kista Mobile Showcase and Tomas Bennich.

See more pictures at Flickr

Street Media 7 and agency Trigger has produced a campaign to inspire the staff at restaurants and pubs to check the age of those playing Svenska Spel’s Vegas Machines.

The Staff is from back office posters prompted to opt in to the campaign. This in order to participate in a price competition and see a video clip of Paolo Roberto, the famous Swedish boxing athlete, who talks about why it is so important to check the players ID.

Customers received a coupon that could be used to fetch a Levi’s Scarf. In addition they could read inspirational facts about Levi’s Jeans and were also asked to fill in a valuable questionnaire. The activity led to very good results in terms of response and redemption.

By radio commercials the campaign encouraged consumers to send an opt-in SMS in order to receive a Volvokortet application by mail. As a campaign participant you could also access a mobile site contaning ringtone downloads and rich information about the unique benefits of the Volvo Card.

2 days after the application had arrived to the participants homes they recieved an SMS-alert promting them to not forget to fill it out and post back.

About Volvofinans Bank
The bank’s main remit is to promote sale of the products marketed in the Swedish Volvo dealer development company Volvohandeln through financing of products and sales. Volvofinans Bank also carries out credit-card business and administrates and markets Volvohandeln’s loyalty card – the Volvo Card. There are 1,200,000 Volvo Cards, and it is one of the country’s most widely disseminated cards.

www.volvofinans.com
www.trigger.se

We just love inventing new stuff. One month ago, in cooperation with Stinsen’s extremely talented agency IK Stockholm, we started a now very successful launch of Mitt Stinsen, Stinsens mobile and email based loyalty program.

With Streetside™ Loyalty Stinsen can very easily recruit new members through both SMS-opt in and web-registration. And to its members, Stinsen are now able to publish and send out great looking news, offers, cupons, competitions, polls and a whole lot more to come. Members from all age groups are joining at a swift pace and they are really using their mobiles to access Stinsen’s content – not just passively recieving SMS alerts.

At Street Media 7 we are especially proud of the the fact that we have managed to turn mobile marketing into something that companies themselves wants to manage, and that concerning much more than just non-personalized non-interactive SMS broadcasts. This is exactly what is needed if our industry are to help more companies to benefit from mobile.

We are now looking forward to launch a whole buch of new customers within the coming weeks.

www.stinsen.se
www.ikstockholm.se

/ Fredrik

It’s based on in-depth interviews of Swedes aged 15-65 and shows clearly that traditional marketing methods are not welcomed in their mobile phones. There are on the other hand a demand for useful and entertaining services offered for free by companies and brands.

The survey which is labeled “what does the consumer think of mobile marketing?”, was carried out during 2008 and represents the first approach to cover what Swedish consumers think of marketing through the mobile medium. We initiated this research to  find important trends out there, since existing material covering this are so scarce. We will shortly release a whitepaper on the subject.

Below is our take on the results / Johan Rosén

One of the more interesting findings shows that consumers want to be helped in everyday life situations in an entertaining way by different sorts of mobile services, and would gladly accept and use these services if a certain brand gave it for free even though it exposed itself through the service. This is how companies should use the mobile medium. Furthermore, as a consumer you want to be able to tailor the services so they fit your own personal needs.

The context were the mobile component in a marketing campaigns appear must seem natural and not be perceived as something arbitrary, dubious or random but suitable for your own personal lifestyle. This especially important for a young and “media-hardened” generation for whom e-mail is to slow and the time it takes to start up a computer is an eternity. There is no time or room for unnecessary reflection, everything has to be immediate and obvious.

In traditional media, people has learnt to tolerate a certain amount of unwanted messages such as tv-commercials, but when it comes to the mobile medium you tend to be very sensitive and “picky”.

It is not unproblematic to communicate through such a personal item as the mobile. There is wide skepticism from the respondents directed towards mobile commercial messages. Great consideration has to be taken to factors such as perceived control over costs from mobile internet and the importance of not making the consumer feel “spammed”.

However, if you as a company or brand are invited by the consumer him- or herself to a dialogue there are tremendous gains to make.

Forget about the untargeted shotgun marketing that aims from the hip, and focus instead on personalized, and bring the marketing completely in line with consumers needs. Mobile marketing done this way is rarely seen as annoying but turns instead into useful information in the eyes of the consumer.

The Swedish Road Administration now makes sure that Swedes will never forget to wear their seatbelts.
How? Put the seatbelt reminder alarm in their phones!

Background:
In cooperation with advertising agency Goss, and interactive agency Pong Technologies, Street Media 7 got the job from the Swedish Road Administration to create a compelling and fun campaign to increase the use of seatbelts.

Client Objectives:

• Raise the awareness of that the seatbelt should be used at all times
• Find new effective ways to communicate the above

Idea:

The campaign consisted of a website where seatbelt reminder alarms of popular car models could be downloaded to people’s phones. As a user you could both get an alarm to your own phone or create a mobile invitation to a friend. In addition, the users could also record, upload and share their own alarms to other users.

Street Media 7:s part was to enable the request and delivery of mp3 ringtones to mobile phones, and to support the campaign management with detailed statistics of number of downloads and users.

Results:

Based on webb banners and a short burst of radio commercials, this campaign resulted in thousands of seatbelt reminder alarm activists.

The campaign instilled the perception that seatbelt reminder alarms is actually a quite fun and engaging phenomenon; especially when one comes to think of all the weird and hilarious alarms that you have heard and recognize.

The campaign managed to put its message out in the context where it really makes a difference, i.e. in peoples’ everyday lives and therefore when on the road. A seatbelt reminder alarm in one’s phone at the right place and time can mean saving a life.

Pong Technologies

Goss Advertising Agency

The Swedish Road Administration

Campaign Site

Sweden’s largest dating community hits the streets

Background:
Spray Date started out in the late nineties and rapidly became the obvious choice for people to meet on the web. Since then Spray Date has grown to a half million members, which means close to 6 % of Sweden’s entire population!

Throughout the years a few inititives have been launched to give Spray Date’s fans mobile access. But this time around it was decided that it would be done in full force in cooperation with mobile operator 3.

Client Objectives:
• Provide a great looking and easy to use mobile interface to the dating service, regardless of phone used
• Add new unique mobile features with high value for the users
• Integrate the service with mobile operator 3, concerning billing, SMS alerts and presence on their portal “Planet 3″
• Recruit a trusted long term partner for its development that has the power to keep the service a market leader

Implementation:
Based on Street Media 7’s Streetside Platform and thanks to a close and high sprited cooperation between Street Media 7, Spray and 3, the service was able to enjoy a hassle free launch within weeks.

In addition to providing an initiated first class technical support, Street Media 7 is also used as an expert on where to take mobile dating in the future.

Results:
Spray Date enjoyed great figures during its launch the 1st of June 2007, and is currently generating very healthy revenue for both Spray and 3.

In Street Media 7, Spray now has a strategic partner with a mobile service platform that can deliver on any mobile need they have – from mobile web access solutions to new advanced service concepts. Street Media 7 also provides both its insight within mobile strategies and its invaluable program within mobile consumer insight.