Aerodeon Aims Integrated SMS Campaign At Tweenagers

Youth-orientated mobile marketing agency, Aerodeon, is launching a fully integrated SMS ad campaign to promote Mattel’s new Diva Starz doll brand.

The campaign, which marks Mattel’s first foray into SMS advertising, will use TV, press, internet and text activity to target 10-12 year-old girls between August and December. The creative and media strategy has been designed to raise brand awareness of the dolls amongst early “tweenage girls” by positioning them as the “ultimate fashion item”.

Commenting on the campaign, Sara Reader, business unit manager for girls at Mattel, said: “We have been tracking the popularity of SMS amongst our target market for some time and feel that this autumn will be the right time to run our first campaign.”

Andrew Jones, managing director of Aerodeon, added: “Mobile marketing is at its most powerful when it is part of an integrated media and creative strategy, which is very much the case here. For us this is a very exciting campaign, particularly as it sees the first use of a direct response campaign including text and internet response by a no-telco advertiser.”

SMS advertising is being used to target an increasing range of consumers. Last month 12Snap launched an SMS campaign to promote Allied Domecq’s Champagne Mumm to older “affluent” consumers (see 12Snap Gets Bubbly With New SMS Ad Campaign).

Aerodeon: 020 7629 0089 www.aerodeon.co.uk

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