The Challenge:
Procter & Gamble Femcare asked us to help stimulate purchase of Tampax Compak, the UK market leader in female sanitary care.

The Solution
Our creative solution targets mobile content loving young women with a unique digital promotion that encourages product trial. Central to the concept is a microsite at http://www.beinggirl.co.uk/tones/ that allows consumers to create their own personalised polyphonic ringtone by piecing together a virtual band of ‘ToonTone’ characters each with their own unique sounds and dance moves. Consumers redeem promotional codes found on 4.5 million packs of Tampax Compak for every tone they wish to send to their mobile, but they are free to create and listen to as many tones as they wish using the microsite.

Results
Campaign still ongoing but early results look like mobile's are buzzing up and down the UK to the sound of the ToonTones!