Brief:
- Nestlé Pakistan launched a mobile web campaign focused on a 3D rendering of its Pure Life bottle to promote a new brand identity to consumers, according to a press release shared with Mobile Marketer.
- The rendering was created in-house by ad platform AdSpruce, then animated and placed into a vertical video ad spot and delivered via AdSpruce's publisher network. It was optimized to display across all types of mobile phones and bandwidths.
- Nestlé Pakistan worked with agency Maxus PK on the campaign. Samra Maqbool, head of communications at Nestlé Pakistan, said in the release that the company is planning to use AdSpruce's platform for other brands after seeing positive results for Pure Life.
Insight:
A key challenge for mobile marketers in emerging markets like Pakistan is delivering rich content through lower-bandwidth cellular networks to mobile devices with limited screen size or processing power. AdSpruce's platform aims to help brands create rich-media ads that can be seen on more than 15,000 types of mobile devices.
Smartphones made up more than 50% of overall mobile shipments in Pakistan in Q1 2017, up from 43% a year earlier, per the most recent data from the International Data Corporation. Pakistan's cellular providers are gradually upgrading the country's networks to 3G and 4G services. About 42 million people in the Middle Eastern country use 3G/4G service, compared with 140 million users of GSM, according to data from the Pakistan Telecommunications Authority cited by the Daily Times.
In addition to limited availability of 3G/4G networks, Pakistan's smartphone market faces other challenges such as regular power outages in some regions that make it difficult to recharge phones, and the lack of localized content that make smartphones more compelling, IDC says.
