Dior
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Introduction
To launch their latest fragrance, Dior ran a series of ads in different publications, ranging from magazines to newspapers. To take this a step further, Dior hit on a way to capture interested readers on the spot.
Goals
- Capture interest of readers in target group
- Gain access to critical information about the target group
- Get an overview of the effectiveness of ads in different publications
Creative carrying out
Dior added a line to their ads that got readers to text in the Name and Age. By doing so, readers would receive an automatically generated SMS that allowed them to redeem a free sample of the latest fragrance at counters.
Getting them to give a direct response on mobile the moment they see the ad, gave Dior the capability to gather critical information of people who responded to their ads, instantly.
Results
The mobilephone is a very effective channel when used in conjunction with existing marketing systems. The campaign made it possible to monitor ad effectiveness and increased number of free samples handed out.
