1. Mobile 2.0 Advertising show case:
Ärzte ohne Grenzen (ÄoG) |
Médecins Sans Frontières (MSF).
Promoting mobile as an interactive marketing medium
as part of a 360° campaign for a NGO.
Singapore, May 5th, 2010

2. Agenda.
1 About Digitalsunray Media
2 Mobile 2.0 | Web 2.0 show case: Ärzte ohne Grenzen (ÄoG)
3 Success factors. Next steps.
© Digitalsunray Media GmbH - Confidential 2

3. Digitalsunray Media.
mobile|creative|marketing|content|solutions
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4. About Digitalsunray Media.
Structure
Founded in August 2007
Based in Vienna, Austria
100% self financed
Team of 6 people
Network of freelancer
In-house development and co-operation with external technical partners
Mission Statement
Go mobile, Ad globile!
Customers
© Digitalsunray Media GmbH - Confidential 4

5. Service portfolio.
MOBILE & MEDIA STRATEGY CONSULTING
MOBILE MARKETING
FULL SERVICE
MOBILE PRESENCE MOBILE COMMUNICATION
MOBILIZATION, CONTENT- MOBILE CAMPAIGN-
APPS-, PORTAL - DEVELOPMENT, ADVERTISING MANAGEMENT
CREATION LISENSING & CAMPAIGN & MEDIA
& DESIGN & BRANDING CREATION PLANNING
DEVELOPMENT & HOSTING
© Digitalsunray Media GmbH - Confidential 5

6. Campaign pitch: Ärzte ohne
Grenzen (ÄoG).
innovative | interactive | viral
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7. Ärzte ohne Grenzen (ÄoG) | Médecins Sans
Frontières (MSF) | Doctors Without Borders.
"Médecins Sans Frontières (MSF)" (http://www.msf.org) is an international humanitarian aid
organization providing emergency medical assistance to populations in danger in more than 70
countries.
Mission
The basic principle is voluntary commitment: MSF volunteers (expats) donate their time and
qualifications for people in crisis.
MSF seeks to raise awareness of crisis situations and to ensure respect for the human beings
and their fundamental human rights
Foundation
MSF has been setting up emergency medical aid missions around the world since 1971.
The Austrian partner office of MSF – "Ärzte ohne Grenzen (ÄoG)" (http://www.aerzte-ohne-
grenzen.at) – was founded in 1994.
© Digitalsunray Media GmbH - Confidential

8. Social Networks to spread the word and recruit
volunteers.
For medical aid operations throughout the entire world, MSF is on the lookout for volunteers who are
willing to provide some of their time and skills to be available for those in need.
Social networks are the perfect space for this mission. Thus "Ärzte ohne Grenzen (ÄoG)" is very active
in all popular social networks and runs its own blog.
Facebook: http://www.facebook.com/aerzteohnegrenzenMSF
Twitter: http://twitter.com/msf_austria
YouTube: http://www.youtube.com/msfaustria
ÄoG Blogs: http://blogs.msf.at/
© Digitalsunray Media GmbH - Confidential

9. Campaign pitch | briefing.
Creation of a new 360°Campaign
Above the line: TV, outdoor, print
Below the line: Online, Mobile  Innovative, Interactive, Viral
Campaign target
Develop an interactive campaign
Create (brand) awareness and ultimately raise funds
Use mobile and online as interactive channels
Well integrated into main above the line campaign
Reach (new) target audience via new digital formats
Target Group
Younger audience
Business segment | companies
Everyone
© Digitalsunray Media GmbH - Confidential

10. New campaign: Slogan | Claim.
New slogan:
Ärzte ohne Grenzen.
Wirkt weltweit.
(Doctors Without Borders. Helps worldwide.)
New claim:
Mit-wirken!
(Contribute | Help (together)!)
© Digitalsunray Media GmbH - Confidential 10

11. New campaign key visual: Box.
© Digitalsunray Media GmbH - Confidential 11

12. Mobile 2.0 | Web 2.0: Mit-wirken!
Interactive mobile campaign.
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13. Mobile campaign page: Step I – Choose your
donation box.
Mobile:
http://mspende.msf.at
Splash/
Landing
page
Start Chose size
donation of donation
box
Send-to-
Friend
© Digitalsunray Media GmbH - Confidential

14. Step II – Choose products | amount.
Progress
bar |
Product
added
Chose
among
different
products
Add more
products
Add to your
box
Donate now
© Digitalsunray Media Media GmbH – Confidential
© Digitalsunray GmbH - Confidential 14

15. Step III – Add further products.
Progress
bar
Chose
among 2nd product
different added
products
Add to your
box
Donate now
© Digitalsunray Media GmbH - Confidential

16. Step IV – Confirmation.
Donation process:
Once you have completed your donation and/or the
donation box is full, the user proceeds with the
confirmation process.
Confirmation
User enters his mobile number
Pressing the 'send'-button triggers a SMS stating the
amount again she/he wants to donate plus request to
answer with ‘YES'
User gets a confirmation SMS with a link to the 'Thank
You' page plus info to
either forward it to her|his friends, colleagues
Enter
and|or relatives
mobile
number OR
post it via facebook
© Digitalsunray Media GmbH - Confidential 16

17. Step V(a) – Send2Friend.
Enter your
name
Enter your
friend’s
name
Send-to-
Friend Enter
friend’s
Post on mobile
facebook number
account
© Digitalsunray Media GmbH - Confidential 17

18. Step V(b) – Post on facebook.
Enter your
facebook
credentials
Shows
status
update on
facebook
Post on
facebook
account
© Digitalsunray Media GmbH - Confidential 18

19. Step V(b) – Status update on facebook.
Immediate status update:
…has filled a donation box for
"Ärzte ohne Grenzen"
Request to participate either
Online OR
Mobile
© Digitalsunray Media GmbH - Confidential 19

20. Mobile promotion: operator and off-portals.
© Digitalsunray Media GmbH - Confidential 20

21. Online. Above the line.
Merchandise. Other means to help.
Contribute. | Carry-on.
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22. Online campaign page and bannering.
Online: http://www.aerzte-ohne-grenzen.at/spendenbox/
© Digitalsunray Media GmbH - Confidential 22

23. Above-the-line: Print | Outdoor | TV.
http://www.tshirt.ag/de/aerzte-ohne-grenzen
21 means to help
© Digitalsunray Media GmbH - Confidential

24. Success factors. Next steps.
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25. Success factors.
Campaign essentials
– High personal evolvement with the brand  Strong awareness and brand building
– Strong community building and viral impact
– Pushing new fund raising possibility  Donation focus combined with fun | community
elements
– Strong focus on new distribution technologies and cross-format promotions
– Differentiation
Room for improvement
Mobile: One-click-to-donation, ie lack of smooth cross-operator|platform billing possibilities
 Currently there is still a media disruption, ie when clicking on 'Donate', you have to leave
the mobile browser, open your SMS message and reply with 'YES'. After that you get the
'Thank You'-SMS with a link to forward the box to friends or post it on facebook.
Next steps
– Fully integrated mobile billing experience
© Digitalsunray Media GmbH - Confidential

26. Next steps.
In the pipe
– One-click mobile billing integration
– Regular SMS-promotions to total customer base
– Special promotion for companies for joint donation box (eg: X-MAS, recent catastrophes,…)
– Mobilization of ÄoG-online portal
– Mobile newsletter
– Educational videos for online and mobile
International roll-out
Other country organizations of "Médecins Sans Frontières (MSF)“
White label approach
The donation proposition as well as flow can also be transferred to other concepts as a white
label solution for other NGOs and NPOs.
© Digitalsunray Media GmbH - Confidential

27. In a nutshell | 'box'…
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28. Every donation counts and helps worldwide!
Mobile: http://mspende.msf.at
Online: http://www.aerzte-ohne-grenzen.at/spendenbox/
© Digitalsunray Media GmbH - Confidential

29. gerhard.guenther@digitalsunray.com, +43 676 433 42 40
Digitalsunray Media GmbH, Erdbergstraße 10/31, 1030
Vienna, Austria