Press Release:
Today, Telecom Scandinavia A/S bought a number of assets and property rights from MobilePeople A/S.
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CURIOUS BRITNEY SPEARS TEXT MESSAGE, IVR AND WEB P
Spend time at a luxury hotel with Britney Spears
Can you create a campaign that literally takes the consumer into the universe you would like to communicate with your product?
We believe you can, and the launch of Elizabeth Arden's Curious Britney Spears is a good example of how it can be done.
Can you create a campaign that literally takes the consumer into the universe you would like to communicate with your product?
We believe you can, and the launch of Elizabeth Arden's Curious Britney Spears is a good example of how it can be done.
An entire spectrum of interactive media
When the perfume was to be launched in Denmark, Norway and Sweden, the advertising agency, Sandbye & Partners, decided to put a huge effort into interactive marketing. Telecom Scandinavia was given the task of developing an 'experience campaign' that took the consumer into the perfume's universe, to an expensive luxury hotel, which was also shown in a promotional film with Britney Spears.
When the perfume was to be launched in Denmark, Norway and Sweden, the advertising agency, Sandbye & Partners, decided to put a huge effort into interactive marketing. Telecom Scandinavia was given the task of developing an 'experience campaign' that took the consumer into the perfume's universe, to an expensive luxury hotel, which was also shown in a promotional film with Britney Spears.
The campaign brought various interactive media together in a single entity:
- A campaign site, constructed as a hotel suite. Here, it was possible, for
instance to:
- Watch the promotional film
- Take part in a quiz
- Download wallpapers for your mobile phone or PC
- Tip your girlfriends about the activity, thereby earning more points in the competition
- The same hotel also incorporated an exciting IVR universe, and everyone who registered via text message was invited to call in
- Regular text messages from one of the fictitious people in the IVR universe
- A text message competition in which the participant had to go down to the shop and obtain a secret code which they had to send in to proceed further in the competition
Perfect environment for the target group
The result was a campaign that involved and absorbed the target group in precisely the environment Elizabeth Arden wanted to construct around Curious Britney Spears. During the campaign, 30,396 people visited the Curious website, 14,894 registered for the competitions and 3,808 actively took part in all the competitions.
The result was a campaign that involved and absorbed the target group in precisely the environment Elizabeth Arden wanted to construct around Curious Britney Spears. During the campaign, 30,396 people visited the Curious website, 14,894 registered for the competitions and 3,808 actively took part in all the competitions.
Demo: Call +45 33 48 49 84 to hear a demo of Curious Britney Spears voice response.
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