Mobile Advertising Click Through Rate 10% from Nokia and Dolce&Gabbana

by: Bena Roberts Wednesday, July 30th, 2008

Now this I believe. Nokia Interactive runs a mobile advertising campaign in Italy during a fashion week and reports 10% click through rate. The brand in question is Dolce&Gabbana.

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I love that brand but more because I was once raving about Dolce&Gabbana to my American cousin and after I finished saying how great the new sunglasses I just got were – she said, “Now, that is why I love Europe. A brand called Blue Cheese and Bananas would never work in the US!”

From the PR
Dolce&Gabbana’s youth-focused brand, D&G, turned to the device that keeps their audience connected in everyday life – the mobile handset – to increase awareness with a viral campaign during the Male Collection Fashion Show in Italy in June. The campaign received an average click-through rate of almost 10 percent.

“D&G 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,” said Stefano Gabbana, Designer. “So mobile was a perfect fit to target the young people who are loyal to our brand, as well as those who may be new to the brand.”

The campaign included visibility on the Nokia Media Network, a viral, branded game, and a mobile Internet site where consumers could download the game and branded wallpaper, as well as the ability to view the D&G catalogue on the mobile site.

“Dolce&Gabbana is a leader in the fashion industry, and the brand’s adoption of mobile strategy shows that Dolce&Gabbana’s innovation extends to how they choose to interact with consumers,” said Tom Henriksson, head of Nokia Interactive Advertising. “We’re ensuring that advertisers that have strong brand values can achieve reach through the mobile channel and deliver high quality experiences for consumers.”

Why can we believe it?

Relevant, Fashion, Italy. Fashion Show, 2 week campaign…