MOBILE FUTURES AUSTRALIA

TitleMOBILE FUTURES AUSTRALIA
ClientMONDELEZ INTERNATIONAL
Product / ServiceCORPORATE COMMUNICATIONS
CategoryA01. Corporate Reputation & Communication
EntrantRED AGENCY Sydney, AUSTRALIA
PR Agency RED AGENCY Sydney, AUSTRALIA
Entrant Company RED AGENCY Sydney, AUSTRALIA

The Campaign

Mondelēz International engaged our agency to launch its Mobile Futures program, a new marketing initiative which connected brand managers with technology startups. Selected startups worked with five brands including – Cadbury Dairy Milk, Marvellous Creations, Cadbury Favourites, Philadelphia cream cheese and belVita breakfast biscuits - to accelerate and scale mobile innovations in just 90 days. We needed to position Mondelēz International as a leader in mobile marketing and drive interest in the program among Australia’s startup community. PR was the sole communications driver to meet the campaign objectives - with activity spanning both internal and external communications across traditional and digital channels. To sustain momentum and engagement over eight months, our strategy centred around four key moments: • Phase 1 (May) – Pre launch activities • Phase 2 (July) – Pitch day event and announcing program participants • Phase 3 (September) – Immersion weeks with selected brand managers and start-ups • Phase 4 (December) – Campaign wrap event and announcement of results Activity was delivered via: 1. Media Relations 2. Events 3. Content Results surpassed all client expectations and agreed KPIs for both startup engagement and media coverage. Julian Polachek, Corporate Affairs Manager Mondelēz, "Our short-term goals for cultural change have definitely been achieved - we wanted program participants to come back and share learnings with their colleagues. All program participants have reported back on the different working styles they adopted from the startups. We're excited to see how this filters through internally throughout the broader business."

The Brief

Our goals and objectives for the program were three fold: • Maximise coverage from launch to the announcement of pilot results in December 2014 - minimum 25 pieces of coverage. • Position Mondelēz as a leading innovator for mobile advertising within Australia's media and marketing industry. • Shift perceptions among competitors and staff that Mondelēz was an old, dated company bogged down in process • Drive interest in the program among startup community - secure 30 applications. • Raise awareness about the program internally to foster a cultural change across the business.

Results

Brand / Startup Results • 60 startups applied (KPI 30). • All partnerships had successful pilots. • Secured panel at leading entrepreneur event, SydStart. • Five participating startups received interest from new investors / partners following exposure. SkyFii - now listed on the ASX. • Based on Mobile Futures learnings, Philadelphia's new social media strategy helped deliver a 45% year-on-year sales increase for pour-over range. Coverage • 57 articles in Tier 1 media outlets (KPI 25) o 98% key message delivery o 94% call to action in launch coverage o 98% quoted spokesperson - 17 interviews (KPI target: 4) • Two front covers and three double-page features in AdNews. • Broad range of media: Startup, Food & Retail, Media & Marketing, Business Technology. • Key media attended events - AdNews, Marketing Magazine, B&T, CMO, mUmBRELLA. • Invited to speak at CommsCon to present our campaign as best practice B2B PR.

Execution

Campaign Tactics 1) Media Relations Our media relations strategy leveraged a range of spokespeople including Mondelēz executives, brand managers and startups to generate sufficient content across the eight months. We distributed four releases aligned to key phases and targeted a range of different business media with bespoke pitches and commentary from spokespeople tailored to media & marketing, food and retail trade, technology and startup. 2) Events In order to drive conversation among our key audiences, we held six events throughout the program targeteed at startups, media and Mondelēz staff. We engaged partners who worked directly with the startup community, such as Pollenizer. 3) Content Creation We created short films to share with media, employees and partners to generate excitement about the program.

The Situation

Mondelēz International recognised the opportunity mobile could offer its brands and worked with our agency to launch Mobile Futures, a new marketing initiative, which saw brand managers partner with startups. Around half of Australian consumers’ online activity occurs via mobile devices, but there’s a big gap between that and where companies are investing ad dollars, with most allocating only 4% of spend to mobile. We conducted a media audit which revealed little to no coverage for Mondelēz in marketing or mobile with many journalists viewing it as a large, multinational bogged down in process - an attitude reflected by employees.

The Strategy

We identified three business audiences: 1. Media & Marketing: Focus throughout campaign to position Mondelēz as a leader in mobile. 2. Food & Grocery: To raise awareness about the program amongst competitors and employees. 3. Startups: Focus at launch to drive applications. We used our ‘3 Cs’ model to develop the strategy and created an integrated communications plan that would drive Content, Conversation and Coverage aligned to objectives. In order to sustain media opportunities and interest we aligned our strategy to four milestones: • Phase 1 (May) – Pre launch activity announce Mobile Futures with open call to startups. • Phase 2 (July) – Pitch day launch event for shortlisted startups to present to Mondelēz. • Phase 3 (September) – Announcing participants with Immersion Week to kickoff 90 day pilot period where brand managers work alongside startups. • Phase 4 (December) – Wrap event and announcement of results.

Credits

Name Company Position
Natasha Carroll Red Agency Account Director
Jackie Holt Red Agency Account Manager
Will Roach Red Agency Account Executive