Leading mobile marketing agency, Aerodeon has been appointed by Mattel to run their first ever SMS based campaign for Fashion Diva Starz, a new line extension of its successful Diva Starz doll brand.
The integrated campaign is the first use of a direct response TV campaign including text and internet response by a non-telco advertiser. It will run across SMS, magazines and TV, from August to December this year. As part of the campaign, girls aged 10 to 12 will be invited to participate in the Fashion Diva Style Awards by voting for their favourite real life fashion diva via SMS.
The creative and media strategy is designed to build credibility amongst early tween girls by positioning the dolls as the ultimate fashion icon. SMS is being used as the key and differentiating element in the toy trade to gaining credibility with this age group.
Sara Reader, Business Unit Manager for Girls at Mattel commented, "We have been tracking the popularity of SMS amongst our target market for some time and feel that this autumn will be the right time to run our first campaign. Girls will be able to engage with our ads in a way that is meaningful and rewarding for them."
Aerodeon's Managing Director, Andrew Jones added, "Mobile marketing is at its most powerful when it is part of an integrated media and creative strategy, which is very much the case here. For us this is a very exciting campaign, particularly as it sees the first use of a direct response campaign including text and internet response by a non-telco advertiser."
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