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Mobile use as part of the
Tradigital brand ecosystem.
Rompetrol mobile app case study
Alexandru Cernatescu
CEO & Head of Strategy
TRADIGITAL?
What is and why
What does the client want?
“ We need to have an integrated approach that will
bring long term holistic value to all the digital assets
that we are constantly building.
The consumer is at the center of our brand
universe, he is digital and he is in charge. We want
to join our customers in they journeys and we want
to give them useful and usable information on all
digital channels.”
Gabi Corbu
Digital Marketing Manager
Rompetrol Group
Theconsumerisnow
• More informed
• More tech-savvy
• Mobile
• Faster
• Always on
• IN CHARGE
}
http://pinterest.com/belembarbosa/digital-consumer-behavior/
Reality today
- McKinsey Quarterly
TM
approach is needed.
Tradigital is
• To mix state of the art technology and interactive services
with traditional advertising skills
• To create compatible and scalable consumer-oriented brand
digital assets - ( web & mobile, including social media and
CRM )
• To put them together to create digital-focused brand
ecosystems ( with the ultimate goal to create brand Single
Sign On )
• To run integrated multi-channel advertising campaigns with
these ecosystems in the centre.
ATL
BTL
Media
PR
Online – Creative, Strategy and Development
Digital In store/ Experience
Digital Media / Performance
Online PR & Reputation Management
Mobile Apps and brand interface
Social Media
CROSS CHANNEL CONSISTENCY via DIGITAL ADVERTISING ECOSYSTEM
Advanced CRM / Loyalty across multiple channels and contact points
Long term consumer engagement strategies
Seamless channel integration and roll-out of global large campaigns
A whole new range of measuring performance across channels
• The tradigital approach to advertising empowers your
brand ecosystem with every campaign or activation. This
way it remains, lives on and delivers even after the
campaign is over.
• This approach encourages the creating and sustaining large
active communities.
facts
Instance of the Rompetrol digital
ecosystem
CRM , Loyalty, SSO
• There cannot be “just mobile” anymore
• Mobile can be maximized only by integrating
it in a holistic approach
• Mobile is going towards being used as the
main brand single sign on device
THE ROMPETROL MOBILE APP
Introducing the mobile app part of the digital ecosystem
The mobile app will
• Play a key role in the brand single sign on
• Become a gateway of interaction and
engagement between the consumer and the
brand
• Give the consumer the opportunity to access
his relation with the brand – loyalty
• Become an “owned” media channel in itself
+ +
Results
• Lifetime total downloads: 230 downloads
• Latest version (in just 2 weeks):
– iOS 53 downloads, 2 very good reviews
– Android 63 activations, average 4.5 rating
THANK YOU.
Alexandru Cernatescu
CEO & Head of Strategy
SCAN THE QR CODES AND TRY IT NOW !
Full contact information
LinkedIn:
http://www.linkedin.com/in/alexcernatescu
Facebook:
http://www.facebook.com/alex.cernatescu
http://www.facebook.com/infinitsolutions.ro
Twitter:
http://twitter.com/alexcernatescu
Slideshare:
http://www.slideshare.net/AlexCernatescu
Alexandru Cernatescu – CEO
Email: alex@infinitsolutions.ro
Blog: www.alexcernatescu.com
Infinit Solutions Agency
www.infinitsolutions.ro

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Alex Cernatescu Infinit - Keynote - Mobile Conference 2013

  • 1. Mobile use as part of the Tradigital brand ecosystem. Rompetrol mobile app case study Alexandru Cernatescu CEO & Head of Strategy
  • 3. What does the client want? “ We need to have an integrated approach that will bring long term holistic value to all the digital assets that we are constantly building. The consumer is at the center of our brand universe, he is digital and he is in charge. We want to join our customers in they journeys and we want to give them useful and usable information on all digital channels.” Gabi Corbu Digital Marketing Manager Rompetrol Group
  • 4. Theconsumerisnow • More informed • More tech-savvy • Mobile • Faster • Always on • IN CHARGE } http://pinterest.com/belembarbosa/digital-consumer-behavior/
  • 7. Tradigital is • To mix state of the art technology and interactive services with traditional advertising skills • To create compatible and scalable consumer-oriented brand digital assets - ( web & mobile, including social media and CRM ) • To put them together to create digital-focused brand ecosystems ( with the ultimate goal to create brand Single Sign On ) • To run integrated multi-channel advertising campaigns with these ecosystems in the centre.
  • 8. ATL BTL Media PR Online – Creative, Strategy and Development Digital In store/ Experience Digital Media / Performance Online PR & Reputation Management Mobile Apps and brand interface Social Media CROSS CHANNEL CONSISTENCY via DIGITAL ADVERTISING ECOSYSTEM Advanced CRM / Loyalty across multiple channels and contact points Long term consumer engagement strategies Seamless channel integration and roll-out of global large campaigns A whole new range of measuring performance across channels
  • 9. • The tradigital approach to advertising empowers your brand ecosystem with every campaign or activation. This way it remains, lives on and delivers even after the campaign is over. • This approach encourages the creating and sustaining large active communities. facts
  • 10. Instance of the Rompetrol digital ecosystem CRM , Loyalty, SSO
  • 11. • There cannot be “just mobile” anymore • Mobile can be maximized only by integrating it in a holistic approach • Mobile is going towards being used as the main brand single sign on device
  • 12. THE ROMPETROL MOBILE APP Introducing the mobile app part of the digital ecosystem
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18. The mobile app will • Play a key role in the brand single sign on • Become a gateway of interaction and engagement between the consumer and the brand • Give the consumer the opportunity to access his relation with the brand – loyalty • Become an “owned” media channel in itself + +
  • 19. Results • Lifetime total downloads: 230 downloads • Latest version (in just 2 weeks): – iOS 53 downloads, 2 very good reviews – Android 63 activations, average 4.5 rating
  • 20. THANK YOU. Alexandru Cernatescu CEO & Head of Strategy SCAN THE QR CODES AND TRY IT NOW !