Dolce & Gabbana takes high fashion mobile on the Nokia Media Network )Nokia)
Client: Dolce & Gabbana, Italy
Challenge: Raise awareness of the D&G Dolce & Gabbana brand and its catalogue
Solution: Mobile advertising, including a viral mechanic, on the Nokia Media Network
Results: Average click-through rate of 10 percent
The client – Dolce & Gabbana
Dolce & Gabbana is one of today’s leading international luxury goods groups, designing, producing and distributing high-end clothing, leather goods, footwear and accessories under the Dolce & Gabbana and D&G Dolce & Gabbana brands. The two founders, Domenico Dolce and Stefano Gabbana, are the creative, stylistic sources and the originators of a growth strategy based on balanced development and focus on the core business. The brand also produces and distributes fragrances and eyewear for the Dolce & Gabbana and D&G Dolce & Gabbana brands and timepieces and jewels for the D&G Dolce & Gabbana brand.
The challenge – Raise awareness of the D&G Dolce & Gabbana brand and its catalogue D&G Dolce & Gabbana turned to the medium that connects with its target market in everyday life – the mobile handset – to increase brand awareness with a viral campaign during the Men’s Fashion Show in Italy.
The solution – Mobile advertising, including a viral mechanic, on the Nokia Media Network As part of the campaign, Dolce & Gabbana developed a game called ‘’Dee&Gee.” The Nokia Interactive Advertising solutions team created banner ads that ran on the Nokia Media Network and led consumers to a D&G mobile website where they could download the game to their handset, view the D&G catalogue and download D&G branded wallpaper.
The results – Average click-through rate of 10 percent Leading luxury brand Dolce & Gabbana proved that there is high value for a top fashion brand in new media by running a mobile advertising program on the Nokia Media Network. One of the first mobile advertising case studies for a high fashion brand, the mobile campaign demonstrated that even brands that have relied upon traditional forms of media are benefiting from the targeting and high response rates mobile offers.
Stefano Gabbana, Designer D&G Dolce & Gabbana
“D&G Dolce & Gabbana represents a lifestyle, a brand that speaks the language of youth and enjoys experimenting with materials and forms in complete freedom. D&G lives in a metropolitan world without geographic borders. So mobile was a perfect fit to target who are loyal to our brand, as well as those who may be new to the brand.”
About Nokia Interactive Advertising
Nokia Interactive Advertising provides brands with all that they need to connect with and engage the mobile consumer. It includes:
- The Nokia Media Network, which gives reach to millions of mobile consumers through campaigns on blue-chip mobile publishers, operator partners and Nokia services.
- Nokia Interactive Solutions, which create end-to-end, high performance mobile campaigns for brands using banner ads, mobile internet sites and location finders, mobile coupons, click-to-call and other advanced mobile mechanics.