Dove (Mobile 365 & OgilvyOne)
November 15, 2005
Mobile 365 and OgilvyOne Use
Dove wanted to introduce an interactive mobile element to their traditional marketing effort when they launched the “Campaign for Real Beauty.”
In Fall 2004, OgilvyOne teamed with
Mobile 365 provided two short codes (across all major
Mobile 365 tabulated and transmitted live bicoastal voting results to a large stationary billboard (with an LED display) located in Times Square in
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
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.
The “Campaign for Real Beauty” garnered extensive media coverage for the Times Square and