Nov '07 - Mobile marketing is good for Lucozade
The growing appeal of mobile marketing was in evidence recently when Lucozade chose Púca to help launch Lucozade Alert, a refreshing new drink aimed at sharpening mental performance at work or at college.The mobile campaign had two elements: a banner ad on the mobile portal O2 Active and a Bluetooth broadcast in Dublin's three universities: UCD, DCU and Trinity. A Bluetooth server was installed in each university's gym, which broadcast a message that could be picked up by students within range who had Bluetooth-enabled mobile phones. The message included an anagram with a text-to-win competition instruction. Students who correctly solved the anagram were entered into a draw to win two Nintendo DS Lite game systems.
The banner ad was also a big hit, delivering more than double the booked page impressions during the two-week period. By clicking on the banner which invited them to 'engage your brain', students were able to enter the same competition as well as downloads puzzles and other mentally stimulating content.
Ogilvy were the agency responsible for the front end creative development while both Vivienne Maguire at G2 and Medicom ensured creative delivery through the respective media channels.
According to Shane Kavanagh, marketing manager at Púca, the campaign ticked all the right boxes for Lucozade. "It added an interactive element to Lucozade marketing activity and pushed the boundaries of mobile marketing to bring Lucozade Alert to the market through personal interaction with the consumer."