Mobile Case Study: Department for children, schools and families thmbnls campaign

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November 24, 2009

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1 minute

The department for children, schools and families wanted to engage with difficult to reach teenager audience, to raise awareness of sexual wellbeing and created the world’s first interactive mobile soap opera with Incentivated.

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Anne Tucker Anne Tucker has been in the media and advertising industry since 2001. Currently heading up the research division at Mediatel, she has held roles across the company overseeing data, news and AV. Before joining Mediatel in 2005, she was Research Manager at The Allmond Partnership media agency, having spent several years prior to that in retail and change management.

The department for children, schools and families wanted to engage with the difficult to reach teenage audience, to raise awareness of sexual well-being and created the world’s first interactive mobile soap opera with Incentivated.

Client: Department for children, schools and families

Medium: Web and WAP banner adverts, as well as posters distributed at schools, which directed viewers to register at www.thmbnls.mobi to receive 22 weekly episodes on mobile. The “mobisodes” were personalised as viewers’ names appeared in characters’ mobile phone books are also spoken. Weekly reminder came from characters and the storyline could be changed by replying by text.

Conclusion: Allowed the DCSF to communicate with teenage audience is a relevant way to the audience.

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