Objective of campaign to drive trial of new Ariel Quickwash product
Series of commercials to include SMS call-to-action
Aerodeon to bring experience of large scale SMS DRTV projects to bear on campaign
LONDON, UK - Aerodeon, the mobile marketing agency, today announced that it has been appointed by Procter & Gamble to launch their first SMS DRTV sampling campaign for Ariel washing powder.
The campaign, which launches September 2003, aims to stimulate trial of Ariel Quickwash, a brand new tablet innovation that reduces the average wash cycle time. The campaign targets text messaging-savvy mums who are under increasing pressure to squeeze more into their busy lifestyles.
A series of commercials, which will air on terrestrial television from September - October 2003, will include an SMS call-to-action to encourage viewers to text in to obtain their free sample of Ariel Quickwash. Consumers will be given the option to select, via SMS, which product variant they would prefer - Biological, Non-Biological or Colour.
A Procter and Gamble spokesperson commented; "Encouraging trial via SMS DRTV is new to Procter & Gamble, and we're exceptionally excited to be the first to target an audience whom many are convinced are not text messaging literate. Our research indicates otherwise and this campaign points to our belief that text messaging is well suited to targeting mums-on-the-go."
Chris Bourke, Aerodeon Managing Director commented, "This campaign is further evidence that text messaging has 'grown up' as a marketing tool and is no longer the sole preserve of youth marketers. We're committed to bringing our experience of large scale SMS DRTV projects to bear on this campaign to ensure its success."
About Aerodeon
Aerodeon (www.aerodeon.com) was established in February 2000 as the UK's first mobile marketing agency and is a pioneer in the creative use of wireless technology. It provides innovative, high-impact and effective campaigns to global brands such as Procter & Gamble, Nestle, Mattel and Sara Lee. Aerodeon currently has over 1.5 million aggregated permission based opt-in consumers across its media-owned SMS databases in the UK.
In December 2002 Aerodeon developed the first nationwide wireless marketing campaign in the USA, as part of AT&T Wireless sponsorship of American Idol 2, and in July 2003 the company opened a New York office. To offer mobile marketing campaigns Aerodeon works closely with key carriers and strategic partners such as Wireless Information Network (WIN).
Aerodeon has received many industry awards and was included in the Financial Times annual review of the UK's Top 50 Creative Businesses in October 2002 in recognition of its expertise in mobile marketing.
For further information please contact:
Sue Cooke + 44 (0) 207 629 0089
sue.cooke@aerodeon.com
Series of commercials to include SMS call-to-action
Aerodeon to bring experience of large scale SMS DRTV projects to bear on campaign
LONDON, UK - Aerodeon, the mobile marketing agency, today announced that it has been appointed by Procter & Gamble to launch their first SMS DRTV sampling campaign for Ariel washing powder.
The campaign, which launches September 2003, aims to stimulate trial of Ariel Quickwash, a brand new tablet innovation that reduces the average wash cycle time. The campaign targets text messaging-savvy mums who are under increasing pressure to squeeze more into their busy lifestyles.
A series of commercials, which will air on terrestrial television from September - October 2003, will include an SMS call-to-action to encourage viewers to text in to obtain their free sample of Ariel Quickwash. Consumers will be given the option to select, via SMS, which product variant they would prefer - Biological, Non-Biological or Colour.
A Procter and Gamble spokesperson commented; "Encouraging trial via SMS DRTV is new to Procter & Gamble, and we're exceptionally excited to be the first to target an audience whom many are convinced are not text messaging literate. Our research indicates otherwise and this campaign points to our belief that text messaging is well suited to targeting mums-on-the-go."
Chris Bourke, Aerodeon Managing Director commented, "This campaign is further evidence that text messaging has 'grown up' as a marketing tool and is no longer the sole preserve of youth marketers. We're committed to bringing our experience of large scale SMS DRTV projects to bear on this campaign to ensure its success."
About Aerodeon
Aerodeon (www.aerodeon.com) was established in February 2000 as the UK's first mobile marketing agency and is a pioneer in the creative use of wireless technology. It provides innovative, high-impact and effective campaigns to global brands such as Procter & Gamble, Nestle, Mattel and Sara Lee. Aerodeon currently has over 1.5 million aggregated permission based opt-in consumers across its media-owned SMS databases in the UK.
In December 2002 Aerodeon developed the first nationwide wireless marketing campaign in the USA, as part of AT&T Wireless sponsorship of American Idol 2, and in July 2003 the company opened a New York office. To offer mobile marketing campaigns Aerodeon works closely with key carriers and strategic partners such as Wireless Information Network (WIN).
Aerodeon has received many industry awards and was included in the Financial Times annual review of the UK's Top 50 Creative Businesses in October 2002 in recognition of its expertise in mobile marketing.
For further information please contact:
Sue Cooke + 44 (0) 207 629 0089
sue.cooke@aerodeon.com
Billboard campaign to take place 12-14 October 2003 to support launch of bite size product
Launch to target males and females aged 15-25 years
LONDON, UK - Aerodeon, the mobile marketing agency, today announced that it has created the first 'text and reveal' billboard campaign for the launch of KitKat Kubes, a new and innovative extension of the nation's number one chocolate brand.
The campaign, which takes place from 12-14 October 2003, aims to position KitKat Kubes as a 'mobile' product that can be consumed anytime, anywhere, and to create mini-breaks with friends. The target audience is text messaging-savvy male and females aged 15 to 25 years. Whilst it is traditionally women who buy bite size products, this campaign aims to bring new male users into this area of confectionery.
An innovative 30x20 ft billboard in Covent Garden, London will encourage consumers to text in to 'discover' which celebrity is hidden behind the KitKat Kubes covering the picture. The face of the celebrity will be gradually revealed during the three days. Prizes include the chance to meet the featured celebrity and runners-up prizes of signed CDs and KitKat Kubes.
The campaign has been devised by Hill & Knowlton with J. Walter Thompson handling the TV advertising. Consumers will be able to opt-in to receive future promotional offers and information about KitKat products.
A Nestle spokesperson said; "KitKat Kubes targets young people on the move, so the fit with mobile marketing is perfect. The Britain's Biggest Break campaign we developed with Aerodeon earlier this year was very successful in delivering high response rates and we are looking to repeat this success."
Chris Bourke, Aerodeon UK Managing Director said; "Mobile marketing is of growing importance to brands due to the phenomenal rise in text messaging. This campaign demonstrates how a global brand has embraced the medium and now views it as a vital part of the marketing mix."
About Aerodeon
Aerodeon (www.aerodeon.com) was established in February 2000 as the UK's first mobile marketing agency and is a pioneer in the creative use of wireless technology. It provides innovative, high-impact and effective campaigns to global brands such as Procter & Gamble, Nestle, Mattel and Sara Lee. Aerodeon currently has over 1.5 million aggregated permission based opt-in consumers across its media-owned SMS databases in the UK.
In December 2002 Aerodeon developed the first nationwide wireless marketing campaign in the USA, as part of AT&T Wireless sponsorship of American Idol 2, and in July 2003 the company opened a New York office. To offer mobile marketing campaigns Aerodeon works closely with key carriers and strategic partners such as Wireless Information Network (WIN).
Aerodeon has received many industry awards and was included in the Financial Times annual review of the UK's Top 50 Creative Businesses in October 2002 in recognition of its expertise in mobile marketing.
For further information please contact:
Sue Cooke + 44 (0) 207 629 0089
sue.cooke@aerodeon.com
Launch to target males and females aged 15-25 years
LONDON, UK - Aerodeon, the mobile marketing agency, today announced that it has created the first 'text and reveal' billboard campaign for the launch of KitKat Kubes, a new and innovative extension of the nation's number one chocolate brand.
The campaign, which takes place from 12-14 October 2003, aims to position KitKat Kubes as a 'mobile' product that can be consumed anytime, anywhere, and to create mini-breaks with friends. The target audience is text messaging-savvy male and females aged 15 to 25 years. Whilst it is traditionally women who buy bite size products, this campaign aims to bring new male users into this area of confectionery.
An innovative 30x20 ft billboard in Covent Garden, London will encourage consumers to text in to 'discover' which celebrity is hidden behind the KitKat Kubes covering the picture. The face of the celebrity will be gradually revealed during the three days. Prizes include the chance to meet the featured celebrity and runners-up prizes of signed CDs and KitKat Kubes.
The campaign has been devised by Hill & Knowlton with J. Walter Thompson handling the TV advertising. Consumers will be able to opt-in to receive future promotional offers and information about KitKat products.
A Nestle spokesperson said; "KitKat Kubes targets young people on the move, so the fit with mobile marketing is perfect. The Britain's Biggest Break campaign we developed with Aerodeon earlier this year was very successful in delivering high response rates and we are looking to repeat this success."
Chris Bourke, Aerodeon UK Managing Director said; "Mobile marketing is of growing importance to brands due to the phenomenal rise in text messaging. This campaign demonstrates how a global brand has embraced the medium and now views it as a vital part of the marketing mix."
About Aerodeon
Aerodeon (www.aerodeon.com) was established in February 2000 as the UK's first mobile marketing agency and is a pioneer in the creative use of wireless technology. It provides innovative, high-impact and effective campaigns to global brands such as Procter & Gamble, Nestle, Mattel and Sara Lee. Aerodeon currently has over 1.5 million aggregated permission based opt-in consumers across its media-owned SMS databases in the UK.
In December 2002 Aerodeon developed the first nationwide wireless marketing campaign in the USA, as part of AT&T Wireless sponsorship of American Idol 2, and in July 2003 the company opened a New York office. To offer mobile marketing campaigns Aerodeon works closely with key carriers and strategic partners such as Wireless Information Network (WIN).
Aerodeon has received many industry awards and was included in the Financial Times annual review of the UK's Top 50 Creative Businesses in October 2002 in recognition of its expertise in mobile marketing.
For further information please contact:
Sue Cooke + 44 (0) 207 629 0089
sue.cooke@aerodeon.com
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