DOVE FRESH TOUCH MELODY

Brand: DOVE / UNILEVER
Agency: Aerodeon <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Turkey
Duration: 01.09.2006 – still

GOAL: Extending the marketing mix to an interactive mobile element while enabling consumers to try the best-quality Dove products.

SOLUTION: Dove wanted to make consumers aware of the new product, Dove ‘fresh touch’. Dove TV advertisements are supported by subtext informing consumers how to participate. Consumers are informed to text DOVE to 3161, and received a wap link which consisted of polymelody or true tone of Dove jingle. Consumers click on the melody which they prefer to download.

RESULT: Until the beginning of November approximately 8.000 consumers downloaded Dove polymelody or true tone.  




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