Dolce & Gabbana brings high fashion to Nokia Media Network with mobile advertising campaign

Milan – Leading luxury brand Dolce&Gabbana has proven that mobile advertising is effective as well as fashionable by running a mobile campaign on the Nokia Media Network, which provides high-quality, brand-safe advertising opportunities through advertising on blue-chip mobile publishers, operator partners and Nokia Internet services. One of the first mobile case studies from a high-fashion brand, the mobile campaign demonstrates that brands that have relied upon traditional forms of media are now benefiting from the targeting and high response rates mobile offers.

Dolce&Gabbana’s youth-focused brand, D&G, turned to the device that keeps their audience connected in everyday life – the mobile handset – to increase awareness with a viral campaign during the Male Collection Fashion Show in Italy in June. The campaign received an average click-through rate of almost 10 percent.

“D&G represents a lifestyle, a brand that speaks the language of youth and enjoys experimenting with materials and forms in complete freedom. D&G lives in a metropolitan world without geographic borders,” said Stefano Gabbana, Designer of D&G. “So mobile was a perfect fit to target the young people who are loyal to our brand, as well as those who may be new to the brand.”

The campaign included visibility on the Nokia Media Network, a viral, branded game, and a mobile Internet site where consumers could download the game and branded wallpaper, as well as the ability to view the D&G catalogue on the mobile site.

“Dolce&Gabbana is a leader in the fashion industry, and the brand’s adoption of mobile strategy shows that Dolce&Gabbana’s innovation extends to how they choose to interact with consumers,” said Tom Henriksson, head of Nokia Interactive Advertising. “We’re ensuring that advertisers that have strong brand values can achieve reach through the mobile channel and deliver high quality experiences for consumers.”

Nokia Interactive Advertising provides brands with all they need to connect with and engage the mobile consumer, including the following:
- The Nokia Media Network, which gives reach to millions of mobile consumers through campaigns on blue-chip mobile publishers, operator partners and Nokia services.
- Nokia Interactive Solutions, which creates end-to-end, high performance mobile campaigns for brands, from banner ads, mobile Internet sites and location finders to mobile coupons, click-to-call and other advanced mobile mechanics.