Nordic profiles about Mobile Relations - this week Gunnar Garfors, NRK
20081208 in News by Anders Børde
This week we talk to Gunnar Garfors, Director of Development in NRK’s Division of Development and New Media. Gunnar has been overseeing the development of various mobile services, including mobile TV and MMS videos on TV. NRK, the Norwegian Broadcasting Corporation, was the first to launch both of these services in Europe.
What kind of mobile phone do you have yourself, and what kind of services beyond telephony, SMS, MMS and e-mail do you use your mobile phone for?
I use different mobile phones for testing purposes, but my main phone is a Sony Ericsson W760i. Mobile TV and wapping are popular services at the moment. I also use the camera a lot, as I don’t bother carrying my digital camera around. I’ve tested the GPS a few times as well.
How do you assess the mobile phone as a marketing channel?
I believe there is a great and untapped potential in this area. As an example, NRK tested personalised mobile TV advertising together with Ericsson and Proximity/BBDO in 2007. We experienced a doubling in viewing time, and a click through rate of an incredible 13 %, which lasted throughout the entire nine month test period. I believe it is important to develop creative solutions, and not to cross the boundaries of what people feel might violate privacy.
How will people use their mobile phones in the future? What kind of services will be moved from traditional marketing channels to the mobile phone?
Most of the communication between users and advertisers will go through mobile phones – especially where it is possible to make purchases or receive information directly.
How can mobile marketing get its breakthrough in Norway, and what should More Mobile Relations do in order to take the lead in this development?
The key is smart, intuitive and user-friendly solutions. The users must also feel that they get something useful out of it, like concrete products and services or a more user-friendly and efficient process. You need to listen to users in different target groups, use test or focus groups and pay attention to what happens abroad.
What makes a mobile marketing campaign successful, and what kind of products and services can benefit from using the mobile phone as a marketing channel?
The marketers must know their audience, be very concise in their communication and avoid anything that might irritate the customer. All electronic products like music and videos, as well as experiences such as travel and test driving of cars have the potential to succeed if the approach is good.
What is your best experience with mobile marketing?
To avoid being accused of being an NRK patriot, I will refer to the jury that represented the category “mobile marketing” during this year’s Gulltaggen Awards. The jury referred to the guerrilla-like marketing tactics of Rubenmann as both innovative and appropriate in relation to the target group, and awarded him (alias actor Harald Eia) winner of this category. Instead of waiting for the target group to come to nrk.no, we used websites that are popular among young people – and it worked. During the 10 day duration of the stunt, NRK experienced a 25-fold increase in the number of unique visitors to its mobile portal.
› Read what other Nordic Profiles say about Mobile Relations
Related posts
-
Festbook - Find your Facebook friends
20100203 in News by Tina VestergaardEvery year in week 40 The Danish National Board of Health focuses on alcohol consumption. This year their campaign “Stop before 5″ spoke directly to the 16-25-year-olds using social media including a mobile application developed by MORE.
Read the full case story › » Read more -
Revealing the truth on mobile!
20091015 in News by Tina Vestergaard“The True Award” is a Danish award show celebrating the very best TV commercials. The show is held on the 23th October in Copenhagen, and the moment the winners are revealed it will be possible to see the winning commercials on the mobile phone - the service is provided by MORE.
Anyone who wishes to see [...] » Read more -
Highlights Mobile Marketing Forum
20090928 in News by Anders BørdeMobile Marketing Forum was this year held in Berlin. MORE was there to get inspiration and discuss common issues mobile marketing agencies are facing in a challenging advertising market.
Here are some highlights from a few of the brands that was present:Nike Turkey gave a presentation on Human Race 10K from last year. Mobile was one [...] » Read more
-
Mobile site for SF:s latest movie “Prinsessa”
20090925 in News by Pernilla HederströmFor a new release targeted towards the youth segment, Svensk Filmindustri chose a somewhat different way of marketing the movie than the traditional trailers at the cinema. The media that got the youth involved was definitely the mobile phone.
More created a mobile campaign site for SF Films latest movie release “Prinsessa” where visitors could read [...] » Read more -
I’m hunting You! How to reach 2600 salespeople
20090925 in News by Jan Inge TørringWhat did Telenor do when they wanted to reach 2 600 sales people, located in 977 different stores, and learn them more about Telenors different products?
The distribution network for Telenors services range from telecom specialists to consumer electronic stores, and the competition is fierce among brands in these stores. The sales force in these stores [...] » Read more -
MORE inspires with sponsorship
20090915 in News by Tina VestergaardWhen Post Danmark (The Danish Post) kicks off the event “Market Inspiration” on the 29th September in Copenhagen it is with MORE as the sole co-sponsor. The event focuses on media synergy and the 500+ participants can look forward to being inspired to how the future marketing might look like – among others in mobile [...] » Read more
-
First aid on your mobile with Røde Kors Førstehjelp
20090911 in News by Jeanette LunderHow do you act if your colleague is exposed for an accident or lose consciousness? A previous study* shows that 50% of business managers believe that their employees don’t know how to act if they find a colleague lifeless on the floor.
More Mobile Relations are in collaboration with Røde Kors Førstehjelp launching a 3 week [...] » Read more
-
3 and Santa Maria are giving you a hand with your barbeque
20090717 in News by Viktor JacobssonDuring the summer months barbequing is more or less the most popular way to cook your food.
And this year it will be more fun and easier to succeed with your barbequing. 3Grill is a mobile application where you can find new inspiration from over 80 different recipes, get barbeque tips, create shopping lists and [...] » Read more -
Mobile – connects your channels and adds value of total mix
20090710 in News by Anders BørdeScandinavian summer is here - as unpredictable as the advertising landscape seems these days. “We are seeing a burning platform full of opportunities” says Marcel Fenez, Global Director of Media and Entertainment in PWC. “Market will recover in 2010 but some channels will never get back to where it was – migration towards digital will [...] » Read more
-
Book launch via the mobile - success for Gängkrig 145
20090709 in News by Johan JonssonHow to make young men buy books? That was the challenge that MORE had when Bonnierförlaget Wahlström & Widstrand was going to launch Jens Lapidus book Gängkrig 145, a graphic novel that probably would attract the target group. The answer is easy - you reach them via their most personal communication device - the mobile [...] » Read more
Leave a Reply