Mobile 365 and OgilvyOne Use Mobile Element in Dove Campaign

Objective

Dove wanted to introduce an interactive mobile element to their traditional marketing effort when they launched the “Campaign for Real Beauty.”

Overview

In Fall 2004, OgilvyOne teamed with Mobile 365 to offer the first-ever outdoor mobile marketing campaign in the U.S. to promote the Dove “Campaign for Real Beauty.”  Dove wanted to extend their traditional marketing mix to include an interactive mobile element, while encouraging consumers to think about what “real beauty” means to them.

Mobile 365 provided two short codes (across all major U.S. carriers) to enable consumers to participate in the campaign by voting on individual graphics on mobile billboards being driven throughout New York City and Los Angeles.

Mobile 365 tabulated and transmitted live bicoastal voting results to a large stationary billboard (with an LED display) located in Times Square in New York City. After casting his or her vote for a particular image, a participant received an acknowledgement on his/her mobile phone. The message provided real-time voting
results, and encouraged the participant to visit the campaign Website to engage in discussion groups on the topic of real beauty.

The live voting results billboard is the first fully-interactive billboard in Times Square, and the campaign was the first-ever outdoor mobile marketing event in the U.S. The OgilvyOne campaign extended Dove’s traditional marketing mix to include an interactive mobile element, enabling the brand to easily interact with mobile subscribers at the consumer’s choice.

We believe that “invitational mobile marketing” is the next wave for brands to reach target audiences.With this mobile messaging component; we have been able to add a real-time, interactive element to the Campaign for Real Beauty.  – Gary Towning, Senior Partner, OgilvyOne.

Results
The “Campaign for Real Beauty” garnered extensive media coverage for the Times Square and Los Angeles billboards and the accompanying interactive mobile element.

 

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