To cash on the growing smartphone penetration and attract new clients, Dentsu Digital has launched iButterfly, a mobile marketing platform in India.
Through this platform, the agency aims to address today’s consumer’s need for immediacy.
Rohit Ohri, Chairman, Dentsu India Group said, “Through this mobile marketing platform we create ideas for brands that generate currency for every interaction in the ecosystem. We enable brands to have conversations with the consumers constantly. Good innovation is fundamentally the bedrock of Dentsu’s philosophy. The iButterfly is a culmination of creativity, technology and entrepreneurship. This is a technology platform that can be used by any brand to create new places where they can have conversations with consumers.”
Given the increasing smartphone penetration in urban India and significant demand for mobile apps and games, the agency hopes that the iButterfly becomes an entertainment hub for mobile phone users.
The iButterfly is primarily targeted at youth from 15 - 30 years of age. In line with this, the agency plans to partner with youth brands and is already in talks with several brands for possible partnerships.
This mobile application works through a combination of augmented reality, motion sensing and GPS. It creates a virtual environment where marketers can push branded messages or promotional information to their target audience by transforming simple content into colorful, eye-catching virtual butterflies that can be caught on mobile devices and stored through a simple swipe action.
Once these butterflies are caught, they can be collected and redeemed or traded for customised offers. iButterfly is also integrated into social media i.e. Facebook, wherein consumers can keep track of new offers and information on various brands.
The iButterfly, developed by Dentsu Japan, was launched in Japan in 2010, followed by other Asian markets including Singapore, Indonesia, Vietnam, HongKong and Thailand.
The mobile application has been used globally by brands such as Samsung, Adidas, Colgate, Bridgestone and Honda.
“iButterfly is a huge and robust platform and the first of several digital innovations Dentsu plans to introduce in India this year. We are keen to build a robust offering by introducing game-changing innovations that will help us and our brands get ahead of competition,” said Glen Ireland, CEO, Dentsu Digital.
The agency’s first approach of clientele for this offering would be FMCG and retail.
Talking about further offerings from the agency in 2013, Ohri said, “We have an innovation pipeline; I think this will be the first time that an agency in India has an innovation pipeline that is not driven by client needs. We want to lead the clients as versus be led by clients. 2012 was the year of laying the foundation for Dentsu Digital; now we are ready to deliver.”