01/09: Aerodeon Appointed to Support First Pan-European SMS Sampling Campaign for Brylcreem
Campaign to raise awareness of new Next Generation Ultra Gel
Simplicity of campaign reflects brand values and preferred communication style of consumers
LONDON, UK - Aerodeon, the mobile marketing agency, today announced that it is to support the first pan-European SMS sampling campaign for Brylcreem, the UK's leading male hairstyling brand*.
Throughout the eight-week campaign, which takes place from August-October 2003, Brylcreem will be distributing thousands of Next Generation Ultra Gel samples to young men across six holiday destinations aims to raise awareness of the product. The campaign involves a competition to win prizes including holiday packages and Sony Playstation™ consoles and games.
The mechanic involves consumers texting a code found on their sample pack which will be distributed at Club 18-30 'welcome' meetings. Consumers will then be entered into a grand draw and informed of their win/lose status on return to the UK. All participants are offered the opportunity to tell Sara Lee, via SMS, what they think of the product.
A Sara Lee Household & Bodycare spokesperson said; "When guys are on holiday they want to look their best, so it is the ideal time to sample. We also wanted to turn a sampling exercise into something a bit different. The guys have the chance to win next year's holiday with their mates just by texting. The simplicity of the campaign reflects Bryclreem's brand values and perfectly fits in with young guys, who are increasingly taking their phones on holiday and using SMS."
Chris Bourke, Aerodeon Managing Partner commented, "This campaign is further evidence that SMS is a crucial ingredient in the marketing mix. With our significant experience of the youth market and large-scale FMCG projects we are well placed to support Brylcreem in its first venture into mobile marketing."
*Source: IRI data 2003
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
Simplicity of campaign reflects brand values and preferred communication style of consumers
LONDON, UK - Aerodeon, the mobile marketing agency, today announced that it is to support the first pan-European SMS sampling campaign for Brylcreem, the UK's leading male hairstyling brand*.
Throughout the eight-week campaign, which takes place from August-October 2003, Brylcreem will be distributing thousands of Next Generation Ultra Gel samples to young men across six holiday destinations aims to raise awareness of the product. The campaign involves a competition to win prizes including holiday packages and Sony Playstation™ consoles and games.
The mechanic involves consumers texting a code found on their sample pack which will be distributed at Club 18-30 'welcome' meetings. Consumers will then be entered into a grand draw and informed of their win/lose status on return to the UK. All participants are offered the opportunity to tell Sara Lee, via SMS, what they think of the product.
A Sara Lee Household & Bodycare spokesperson said; "When guys are on holiday they want to look their best, so it is the ideal time to sample. We also wanted to turn a sampling exercise into something a bit different. The guys have the chance to win next year's holiday with their mates just by texting. The simplicity of the campaign reflects Bryclreem's brand values and perfectly fits in with young guys, who are increasingly taking their phones on holiday and using SMS."
Chris Bourke, Aerodeon Managing Partner commented, "This campaign is further evidence that SMS is a crucial ingredient in the marketing mix. With our significant experience of the youth market and large-scale FMCG projects we are well placed to support Brylcreem in its first venture into mobile marketing."
*Source: IRI data 2003
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
