Phonevalley Celebrates Lacoste Campaign Success

Mobile marketing agency Phonevalley has released details of a successful recent mobile campaign for the relaunch of ‘Lacoste Touch of Pink’, the fragrance for women from Procter & Gamble brand, Lacoste, run in conjunction with Starcom and Mediacom.
To raise consumer awareness of Lacoste Touch of Pink, Phonevalley created a mobile campaign featuring a bespoke mobile Internet site decked out in the colours of the fragrance. Visitors to the site could request a free sample, enter a competition to win a Lacoste Touch of Pink boxed set, send a love message by MMS, download the TV ad and wallpaper, and discover more about the fragrance.
Phonevalley also designed a media plan to drive high levels of traffic to the site in the run-up to Valentine's Day. The schedule included banners on major women's anchor sites and WAP Push messages containing a  link to the site, focused on a target group of women aged between 18 and 25.
Phonevalley says the media campaign produced excellent results. Over 55,000 people visited the site in the space of a month. 10,000 ordered the free sample or entered the competition (including 68% of opt-in contacts), representing a conversion rate of 18%. The banner campaign produced an average click rate of over 6%. And the WAP Push messages generated a clickthrough rate of almost 12%.
Phonevalley also ran a post-campaign trial among 10,000 contacts from the campaign, and found that 94% were in favour of receiving perfume advertisements over their mobile phone. 74% said they were considering buying the fragrance in the weeks following the campaign.
“We are very proud to have lent our mobile marketing expertise to the teams at Procter & Gamble,” says Alexandre Mars, CEO of Phonevalley and Head of Mobile at parent company Publicis Groupe. “We have always maintained that mobile-based communication was all the more powerful, since it was well targeted and delivered a real service to mobile users. We are pursuing this particular approach and offering major brand names targeted mobile marketing strategies, always geared towards the media.”
Raphaël Roy, Media Manager at Procter & Gamble, adds:
“This campaign confirms the idea that users see mobile phones as a means of exchanging and forging close relations with their brands. It also teaches us that mobile phones should be considered as a way of involving consumers and getting them to play along.”