01/10: Aerodeon appointed to deliver Tampax Compak Digital Promotion
• Objective of campaign to drive purchase of Tampax Compak
• On pack campaign with above the line support
• Aerodeon to integrate mobile content delivery expertise with web
London, UK - Aerodeon, the creative digital agency, today announced that it has been appointed by Procter & Gamble to launch an on pack promotion for Tampax Compak.
The campaign, which launches October 2005, aims to stimulate purchase of Tampax Compak, the UK market leader in female sanitary care. The campaign targets mobile content loving young women with a promotion that encourages product trial.
Central to the campaign is a unique microsite found at http://www.beinggirl.co.uk/tones/ that allows site visitors 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.
The campaign also encourages consumers to submit their custom ring tone compositions to a public gallery where other consumers and www.beinggirl.co.uk visitors may rate their tones. The ten compositions with the most votes will win cutting edge iTunes ROKR mobile handsets.
A Procter and Gamble spokesperson commented; “At a time when UK consumers are spending £740m each year on mobile content we’re delighted to be able to offer consumers their very own custom ringtone free with every purchase of Tampax Compak. With this promotion we’re giving consumers a totally unique and really fun way to create custom ringtones. The ToonTone characters, central to this digital promotion, take all of the hard work out of tone composition, freeing our consumers to enjoy the great sounds they’ve made on their mobiles.”
Chris Bourke, Aerodeon Managing Director commented, ”Integrated Mobile/Web campaigns like ToonTones will become increasingly common as brands realise the benefits of extending value added content from their Web presences to the only media device that young consumers never leave behind and never switch off – their mobile phone.”
• On pack campaign with above the line support
• Aerodeon to integrate mobile content delivery expertise with web
London, UK - Aerodeon, the creative digital agency, today announced that it has been appointed by Procter & Gamble to launch an on pack promotion for Tampax Compak.
The campaign, which launches October 2005, aims to stimulate purchase of Tampax Compak, the UK market leader in female sanitary care. The campaign targets mobile content loving young women with a promotion that encourages product trial.
Central to the campaign is a unique microsite found at http://www.beinggirl.co.uk/tones/ that allows site visitors 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.
The campaign also encourages consumers to submit their custom ring tone compositions to a public gallery where other consumers and www.beinggirl.co.uk visitors may rate their tones. The ten compositions with the most votes will win cutting edge iTunes ROKR mobile handsets.
A Procter and Gamble spokesperson commented; “At a time when UK consumers are spending £740m each year on mobile content we’re delighted to be able to offer consumers their very own custom ringtone free with every purchase of Tampax Compak. With this promotion we’re giving consumers a totally unique and really fun way to create custom ringtones. The ToonTone characters, central to this digital promotion, take all of the hard work out of tone composition, freeing our consumers to enjoy the great sounds they’ve made on their mobiles.”
Chris Bourke, Aerodeon Managing Director commented, ”Integrated Mobile/Web campaigns like ToonTones will become increasingly common as brands realise the benefits of extending value added content from their Web presences to the only media device that young consumers never leave behind and never switch off – their mobile phone.”
