Procter & Gamble’s Hugo Boss luxury brand raised awareness for its Element fragrance via a multichannel mobile media campaign. The campaign targeted independent, unconventional and modern Italian male consumers who are on-the-go."While the growth of luxury brands using mobile marketing could be perceived as part of the larger push towards brand engagement via mobile, a closer look reveals undeniable synergies between the two," said Ben Tannenbaum, communications manager at MX Telecom, New York.
"The personal nature of the mobile channel, when combined with the intimacy of the luxury brand-consumer relationship, makes mobile marketing an obvious and effective opportunity for luxury brands," he said. "The marketing strategy must appeal to the tastes of the targeted market, which are not necessarily the same as your everyday mobile user.
Why are luxury brands increasingly moving to the mobile space?
"Brands today need engagement, and luxury brand are not to be excluded. It's not simply about getting hundreds of thousands of consumers to see your ad," said Patrick Mork, vice president of marketing at GetJar, London. "It's more about building a relationship with them, which brings them closer to the brand in a way that is fun, innovative and personal." From Mobile Marketer at http://bit.ly/nHh68
For more information contact Andrew at daminco@zipstripe.com
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