Fashion Week Goes Wireless

Visitors to this week’s London Fashion Week witnessed more than the latest collections, as the first ever wireless TV advertisement was broadcast to hand held devices.

Selected guests were offered the chance to be able to view live broadcasts of the fashion shows on handheld and palm-sized PCs, along with archived footage of previous shows and the advertisement, which was for Proctor & Gamble. The service was designed to demonstrate the capabilities of the latest wireless access technology.

The campaign was planned and bought by Target NMI and carried out in association with Intel. Paul Nathan, managing director of NMI said: “This innovative application of wireless technology demonstrates that Britain is not only at the cutting edge of fashion, art and advertising but also technology.” The company also produced the accompanying website, www.londonfashionweek.co.uk.

Target NMI: 020 7462 5800 www.nmigroup.com

Subscribers can access ten years of media news and analysis in the Archive