29/10: Hatchette Filipachi UK Connects Advertisers to Mobile
Hatchette Filipachi UK Limited, publisher of Sugar, B, cd:uk magazine and TV Hits magazine has launched a mobile marketing service for advertisers across all its major titles. Aerodeon, the mobile marketing agency has been appointed to handle the service, which following two and a half years of SMS trials with the UK teen market, will offer advertisers one of the most sophisticated and cost effective mobile marketing services in the UK.
Vivien Cotterill, Managing Director of Hachette Filipachi UK commented, “Hachette Filipachi UK has great experience of teen text messaging and digital savvy advertisers are rapidly recognising this fact. Sugar magazine, Hachette Filipachi UK’s flagship teen title, was one of the first publishers in the UK to build a profiled and opted–in reader text club, which allowed advertisers to tag a 60 character branded text message to editorial SMS messages. The magazine was also the first to launch a five digit shortcode allowing readers to interact with the magazine using a short and easy to recall number. Hachette Filipachi UK’s willingness to innovate with mobile marketing solutions has attracted advertisers who want to ensure their campaigns stand out from the crowd and make an impact in this rapidly developing advertising space. With the advent of MMS picture messaging we are well placed to deliver mobile images and content, from pop stars to soap stars, creating an enticing environment for advertisers to communicate with our readers.”
Faith Hill, Sugar Magazine Marketing Manager at Hachette Filipachi UK added, “We have gained a unique insight into how teens respond to text advertising. We know they are mature market when it comes to text messaging and use a sophisticated coded text language that varies by age and interest in different music and fashion genres. We know that they warmly welcome SMS messages from their favourite and trusted magazines and we know that ringtones are a favourite reward for exchanging profile data. Our depth of understanding has attracted advertisers from chocolate manufacturers to cosmetics brands to teen book publishers to major record companies.”
The introduction of the service across Hachette Filipachi UK’s major titles will deliver advertisers a broad choice of mobile user demographics, including age and gender profiles, to launch SMS campaigns, providing access to over 50,000 mobile records. Services will include SMS push campaigns to the magazine readers, SMS pull campaigns from off the page advertorials, creative mobile promotions, real time reporting as SMS campaign responses arrive and the availability of tracking studies to measure effect on brand equity.
Susan Cooke, Head of Client Services at Aerodeon commented, “ Sugar, cd:uk, TV Hits and B magazines are a perfect fit for reaching the ‘mobile generation’, users aged 14 to 35. That’s the key profile range most of our advertising clients want to target with SMS, plus Hachette Filipachi UK’s price points are the most cost effective in the industry providing access to mobile records, broadcast of SMS message and full reporting for less than other publishers are charging to access a record. Hachette Filipachi UK is all set to storm the SMS market.”
Notes for editors
Aerodeon is the UK’s leading wireless marketing agency specialising in the youth market. Aerodeon was the winner of the Marketing Connections Wireless Marketing Award for 2000 and the Grand Prix and were awarded in a further three category's at the 2001 ceremony.
For further information please contact:
Andrew Jones 020 7629 0089
andrew.jones@aerodeon.com
Vivien Cotterill, Managing Director of Hachette Filipachi UK commented, “Hachette Filipachi UK has great experience of teen text messaging and digital savvy advertisers are rapidly recognising this fact. Sugar magazine, Hachette Filipachi UK’s flagship teen title, was one of the first publishers in the UK to build a profiled and opted–in reader text club, which allowed advertisers to tag a 60 character branded text message to editorial SMS messages. The magazine was also the first to launch a five digit shortcode allowing readers to interact with the magazine using a short and easy to recall number. Hachette Filipachi UK’s willingness to innovate with mobile marketing solutions has attracted advertisers who want to ensure their campaigns stand out from the crowd and make an impact in this rapidly developing advertising space. With the advent of MMS picture messaging we are well placed to deliver mobile images and content, from pop stars to soap stars, creating an enticing environment for advertisers to communicate with our readers.”
Faith Hill, Sugar Magazine Marketing Manager at Hachette Filipachi UK added, “We have gained a unique insight into how teens respond to text advertising. We know they are mature market when it comes to text messaging and use a sophisticated coded text language that varies by age and interest in different music and fashion genres. We know that they warmly welcome SMS messages from their favourite and trusted magazines and we know that ringtones are a favourite reward for exchanging profile data. Our depth of understanding has attracted advertisers from chocolate manufacturers to cosmetics brands to teen book publishers to major record companies.”
The introduction of the service across Hachette Filipachi UK’s major titles will deliver advertisers a broad choice of mobile user demographics, including age and gender profiles, to launch SMS campaigns, providing access to over 50,000 mobile records. Services will include SMS push campaigns to the magazine readers, SMS pull campaigns from off the page advertorials, creative mobile promotions, real time reporting as SMS campaign responses arrive and the availability of tracking studies to measure effect on brand equity.
Susan Cooke, Head of Client Services at Aerodeon commented, “ Sugar, cd:uk, TV Hits and B magazines are a perfect fit for reaching the ‘mobile generation’, users aged 14 to 35. That’s the key profile range most of our advertising clients want to target with SMS, plus Hachette Filipachi UK’s price points are the most cost effective in the industry providing access to mobile records, broadcast of SMS message and full reporting for less than other publishers are charging to access a record. Hachette Filipachi UK is all set to storm the SMS market.”
Notes for editors
Aerodeon is the UK’s leading wireless marketing agency specialising in the youth market. Aerodeon was the winner of the Marketing Connections Wireless Marketing Award for 2000 and the Grand Prix and were awarded in a further three category's at the 2001 ceremony.
For further information please contact:
Andrew Jones 020 7629 0089
andrew.jones@aerodeon.com
