Luxury fashion label Diane von Frustenberg has taken to developing video content in an effort to drive mobile engagement by way of video ads on tablets – which the user can swipe to view without having to exit the website. Luxury Daily asked our very own COO & President, Melody Adhami, for her thoughts on the brand’s strategy to engage more customers.

Melody agreed with the approach saying “Customers are ultimately looking for an interactive, quality experience from the brands they shop with. When it comes to smartphones vs. tablet experience, tablet often wins because brands have been able to best mimic this user journey,”

She rationalized the strategy saying “Given device behaviors and the video length of 30 seconds, it makes sense that DVF choose to incorporate the ad on tablet and a more actionable banner on smartphone.”

Melody also addressed the question of using video ads for mobile; stating that it requires a different approach and to not repurpose traditional television and desktop ads.

Thoughts? Head over to our twitter page and join in on the conversation @plasticmobile


It’s no doubt that we all spend a lot of time on our smartphones and in apps – from the time we wake up until we’re back in bed – and everything that happens in between. They are our source for everything, literally. So it comes to no surprise that recent comScore research reveals that the majority of time spent in digital media is now in mobile apps.

So, what do you need to know?

  • Mobile usage for accessing digital media (including apps and mobile web) combine for 60% of time spent, whereas desktop devices comprise of 40%

  • Amongst mobile usage, mobile apps are the major drivers for digital media. The report claims that users spend 7 out of 8 minutes on media consumption via mobile apps, which accounts to a grand total of 52%

  • Mobile app usage on smartphone is significantly higher at 88%, with the number one most popular app being Facebook, followed by Youtube

  • Last but not least, but nearly 60% of smartphone users use an app every single day

So, which apps can you not live without? Let us know on Twitter @plasticmobile


Luxury shopping app, Spring, launched last week to the reception of many shoppers and luxury brands, such as Oscar de la Renta, Tamara Mellon and Carolina Herrera. Spring is a new e- and m-commerce platform that allows associated brands the luxury (no pun intended!) of deciding when and what new products get posted.

Plastic Mobile’s President & COO, Melody Adhami shared her thoughts with Luxury Daily on the new platform. “Shoppers are now digital – whether that be through a branded Web site or mobile app, a department stores or flash sale e-tailers” she said, “Spring is simply one more channel for brands to connect with shoppers but with the added benefit of inventory control”.

In regards to whether or not Spring will catch on to luxury consumer’s phones, Melody believes it is dependant on the consumer. “Luxury consumers that would rather go directly to the brand’s own ecommerce website are usually brand loyalists and/or know exactly what they want,”.

However, “there are a lot of consumers that are simply browsers and are more likely to download an app like Spring to discover new brands and products.”

Had you had a chance to check out Spring yet? Let us know what you think by tweeting us @plasticmobile


Everybody is talking (about) Plastic Mobile! With school season right around the corner, SPC’s timely release of its renewed mobile app allows students to find more opportunities to save money. The redesigned mobile app has caught more than the attention of students, who are flocking to the Apple App Store, but it also has the media turning its heads.

Marketing Magazine spent time with Canada’s largest student loyalty program to discuss its new look and shift to a digital value proposition, as well as the creators of the app. SPC partnered with Plastic Mobile to develop an enhanced mobile app with an updated look which will align with the companies brand.

It’s time for back to school shopping with SPC! Tweet us what you think about the new SPC mobile app @plasticmobile


Not long ago user experience (UX) meant creating designs and the general look and feel of a website. Features were limited as internet connection speeds were much slower than what we know and expect today so design was kept to functional requirements. The practice today encompasess much more than design, with consideration to content as well as context and is for the most part led by user experience design experts. This means that not only do they have to design strategically, but also include the latest trends to ensure the digital experiences they create are both accessible and meaningful.

With the emergence of mobile, user experience practices were born out of a “shotgun” environment while designers all over the world tried to nail down what works and what doesn’t. The results landed on simplistic, responsive, and uniform design. The latest iteration of this trend is Material Design where content is layout out in a card based system for easy reading and navigation. Responsive design is also still making its rounds en mass as the mobile world introduces more screens of varying sizes, and content becomes even more of the focus. The aim of user experience now is trending towards accessibility and simplicity as these devices continue to diversify.

Technology is providing new and exciting ways to interact with the consumers and mobile has quickly taken center stage as the opportunity for highly personal connection to the end user are a marketers dream. MUX’ers otherwise know as one of Canada’s biggest Mobile User eXperience communities are getting together next week further explore the this fast paced evolution with 2 great speakers; Andrea Ong Pietkiewicz & Andrew Chak of Telus and TD Bank respectively. As supporters of the group we’d like to congratulate the group on 3 years of defining mobile user experience in our ecosystem. As the devices we use evolve, user experience design practices are evolving as well.


Just recently Zillow acquired Trulia, turning this industries two biggest online real estate databases into a mega-player. Up until now, this industry has yet to join the revolution in digital ad sales, despite the popularity and success other industries have found.

Plastic COO, Melody Adhami, tells Mobile Marketer  “The ideology and acceptance of ad sales on mobile and web haven’t quite reached mass acceptance. This is especially true with real estate since it is a very traditional business that’s been later to adapt to the digital and mobile game,” However, Melody also mentions that “Having a cross-brand reach creates better value driven and smart ads. Zillow and Trulia will also have a better control on the market, streamlining web experiences and creating higher standards.”

This acquisition could speed up and increase the popularity in ad sales. As well, create more meaningful advertisements. “Since both websites have target audiences that are consistent, it not only enables ads to reach a broader audience, but it also encourages more user experience and interactivity,”

At Plastic Mobile we’ve been intentionally steering clear of mobile ads in our client’s mobile and responsive properties. Since most ads don’t contribute to the content and context of a mobile experience. That said, Melody believes “ads do have a place in the digital realm, as long as brands know how their consumers are using and engaging with them, they can effectively reach them with meaningful ads.”

Click here to read the original article.



With any service that deals directly with customers, providing easily accessible information about products and services is a top priority. Specifically in the hydro space, providing consumers with a mobile optimized experience has bolstered convenience to all sorts of information – from tracking usage, viewing monthly bills and making payments.

Outside these obvious features and functionalities, what are other things customers would appreciate from hydro companies looking to go mobile?

Below are three considerations that may not be on your radar.

Energy Conservation

For one, the growth in environmentally conscious consumers and continued need for energy conservation awareness. Educate residential and commercial customers on how they can work towards conserving energy by providing tips, online tools to manage use and awareness on incentives. An added bonus? Going mobile saves on the cost and waste of paper.


Another consideration is providing a channel where hydro companies can communicate with customers on outages. Whether it be reporting, tracking or status updates – providing this information in one accessible area is an easy way to keep customers in the know, especially if time is an issue. Another added bonus? Cut down on call centre costs with the efficiencies and centralization of information online.


Customers respond far better to a familiar, simplified experience than an outlandish design and content. Keep in mind that the information should be easily found, read and understood.  If they can access company information, product detail, payment options, etc., all within a single experience, satisfaction is guaranteed.

The fact of the matter is, mobile allows every brand the opportunity to to reach their consumers relatively easily, but think outside the box and take advantage of the of the platform to provide the best possible experience.


Last November, we released a study on Neuromarketing called The Science Behind Mobile Design – where our research team partnered with neuromarketing firm True Impact and went beyond customer feedback and surveys to show exactly how the brain responds during mobile user experiences. Not even a year later, the groundbreaking research is still making its way around the web,  even appearing in different languages. From brands to consumers – people have reference our findings to continue to prove the importance of mobile design.

We are definitely pleased to see these findings being used to back up the importance of designing a mobile winning initiative. That being said, feel free to get the full experience and read our original study which provides a comprehensive summary of the results and insights from studying the mobile purchase journeys of the Best Buy, Hyatt and Pizza Pizza apps.

Our team has presented these findings all across North America at events such as Qual360, OPS New York IV, MRIA Conference 2014, and MRMW.

Not only do we have the awards to prove we know what we are doing, but we also have science behind us. Thank you for all the circulation and appreciation!

awards (1)

When it comes to responsive web design, a mobile-first strategy is our secret ingredient. Since 2012, we have produced award winning clients from Pizza Pizza to London Hydro to Royal LePage for our responsive web initiatives. While these three industries have different needs, products and customers, the one thing that they do all have in common is that their users are on mobile. Which is why when we develop our responsive websites for our clients, we make sure optimizing for mobile is a top priority.

In the last couple of years, our responsive web initiatives has won our team a ton of awards including Pizza Pizza for which we won an Official Honoree for the Webby’s, Royal LePage multiple Horizon Interactive Awards, Communicator Award AND a Davey Award. Most recently, our client London Hydro received a Creativity International Media & Interactive Award.

In February, mobile usage surpassed PC usage and is showing no signs of slowing down. Whether through mobile web or app, this platform has become the more popular choice of accessing the internet. However, when it comes to using this medium, mobile users aren’t exactly patience or forgiving. Therefore, having an optimal mobile web experience can make or break the experience.

Be sure to check through our case studies to see our thinking and processes behind these projects.



With summer slowly coming to an end, it’s no doubt students have back to school shopping on their minds. These Digital Natives have high expectations when it comes to technology and are without a doubt very active smartphone users. So it only makes sense for SPC, Canada’s largest student loyalty program, to team up Plastic to be meeting their users where they are, and make sure they are delivering the most relevant experience possible.

And after only a few short months, we are excited to announce that you can now download the revitalized mobile app with features like weekly push notifications, locked offers, mobile exclusive deals along with SPC’s traditional savings and deals. These savvy consumers (and their parents!) will now have their smartphone and savings needs combined and fulfilled.

Along with these new mobile features, students can enjoy deals from more than 120 retailers to buy supplies and fresh new looks. Easily find all the stores in your area that accept the SPC Card, check store offers on-the-go and even build a member profile for offers just for you.

While we may not be able to hang and be hip with this crowd, give them the latest fashion advice, know which way wearing your backpack is cool, or the latest slang, we at least know one thing that hasn’t gone out of style; discounts and mobile. Good-luck this year students!