CyberMedia Case Study
Nuance T9 Friends web and mobile site
Adelholzener Oxygen O2 web and mobile site
LUFTHANSA
Lufthansa mobile site takes off in Japan
Background
Deutsche Lufthansa AG, the flagship carrier of Germany, is one of the largest airlines in Europe and fifth largest worldwide. As of August 2008, Lufthansa serviced 206 destinations in 85 countries and is also a founding member of Star Alliance, the world's largest airline alliance. In Japan, Lufthansa has a very good reputation but its customers tend to be in their late 30s or older, so the company was keen to start make inroads with people from slightly younger age brackets.
Goal
Lufthansa wanted to create a rich mobile platform in Japan to attract users and educate them about the brand by providing meaningful and interesting information, with the ultimate goal being to turn visitors into Lufthansa fans. Japan was the first country in which Lufthansa launched a mobile platform, and as such, it played a key role in Lufthansa's future global mobile strategies.
Solution
Working with Cybermedia, Lufthansa created a content-rich strategy for the Japanese market. The site was developed utilizing the latest Flash Lite technology and provided a wide range of compelling content, ranging from interactive city guides, games, mobile presents and campaigns to airline-specific information such as flight schedules and mileage club information.
Outcome
The site helped Lufthansa attract much attention from younger customers and turned out to be a powerful loyalty tool, with 26% of first time visitors becoming members and 70% of the visits to the site being returning visitors. Moreover, 65% of members accessed the Website at least 2-3 times a month, while 35% of members accessed the Website within 6 hours of receiving a mobile newsletter.
go to case studies topNUANCE T9 FRIENDS
T9 mobile and web innovations
Background
Tegic T9 is an single touch input method for mobile phones and is the market leader outside of Japan. Within the Japan the technology is only used by a few handsets and not many users are aware of the benefits of single touch. (faster typing, easier usage, etc.) T9 already had a Japanese product website and mobile site but most users accessed the PC site. The mobile site (even crucial) just played a minor role. Overall site access to both sites was very small.
Objective
Nuance/Tegic was looking for a way to educate Japanese users about the benfits of T9 without being too technical and too boring, targeting young users. Also Tegic wanted to make mobile the most accessed platform instead of PC and increase the overall traffic to the site.
Our proposal
To create an interactive content world on the PC as well as the mobile platform which would entertain users with interesting and relevant content, stories and games and also educate users in a very playful way.
Detailed plan
Cybermedia create the so called "T9 friends" platform, a PC and mobile content world built around a group of cartoon characters and their adventures. The characters were precisely crafted based on the different users profiles and the setting is similar to modern Tokyo. Each month a mobile animated manga was launched introducing a new chapter in the lives of these characters and a chance to interact with them in the Mange using T9 inspired mini-games and quests. Also mobile games were launched taking the users on a virtual travel across Japan and utilizing the simulated T9 input method in small mini-games. The PC site allowed the user to access the virtual space where these characters live, explore the locations of the different Manga episodes, download screensavers and wallpapers and also learn more about the background of each character and get to know T9 better. At a later stage there was also a mixi T9 friends campaign on the mixi SNS platform including limited edition t-shirts of the characters.
KPI or measurement of success
-increase general access to T9 (Result: 10 fold increase within 8 months)
-survey results of online users (to test the awareness of T9)
-main usage platform shifted from PC to mobile (the crucial platform) Result: before: 70% PC access, after 79% mobile access
-retention of mobile users (loyalty) Result: Before 25% returning vititors, after 67% returning vistirors
-Utilization of online media to increase access: mixi campaign alone helped to increase the site access by 320%
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ADELHOLZENER OXYGEN O2
Oxygen O2 web and mobile site
Background
Adelholzener is one of the leading mineral water brands in the European market. In 2003 the company entered the Japanese market with an oxygen enriched water brand called Oxygen O2. (Named Active O2 in other markets). In Japan Oxygen O2 faces a heavy competition from other oxygen enriched water brands by local makers such as Kirin and Otsuka.
Objective
To increase the brand awareness of Oxygen O2 especially amongst females in their early 20s to early 30s and engage in an ongoing communication with this target group.
Our proposal
While competitor brands are more focused on offline activities, the approach for Oxygen O2 was to establish an engaging online presence with a strong focus on the mobile platform (as this is the preferred platform of the target audience). "Mouth-to-mouth" communication should play a key role here to help to spread the word about the brand in the target segment.
Detailed plan
Offer frequently updated content centered around "well being", "active", "fun" and "personal experience", the key elements of the brands proposition. This included monthly interviews with key opinion leaders about lifestyle & health, monthly recipes, fitness videos as well as a monthly Oxygen O2 Manga section on health and lifestyle. All content should be cross platform accessible (web & mobile).
In addition to this content approach also special tools should be introduced to create a viral buzz amongst the target group and help to spread the awareness of the site and the products. These included mobile and PC games as well as other innovative services such as a personal mobile secret message service, personalized mobile picture screensavers, a mobile activity planner services and a fitness widget.
KPI or measurement of success
-general access to the platform
-newsletter subscribers
-conversion rate from visitor to subscriber
-focus on users in the target group range
site result:
-site access increased by 300% in 15 months
-newsletter subscribers increased by 500% (5 times) within 8 months
-conversion rate doubled within 8 months
-70% of site users are females in their early 20s - early 30s
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