New (ways of using) Media

Flair Mobile wins Golden Mobistar Innovation Award

Fabian Tilmant | Friday, January 16th, 2009 | mobile advertising

Flair Mobile won a Golden Mobistar Innovation Award in the MMS category. Looking for new ways of doing mobile advertising, Fabian Tilmant from Cleverwood designed an MMS service that allowed any mobile user in Belgium to subscribe to this innovative weather forecast service. Based on forecasted weather, but also on user preferences, Flair Mobile sends every day an outfit proposition to the subscribers.

Based on an idea from Carole Lamarque, Mobile Business Unit Manager at Sanoma Magazines Belgium, Fabian and Ring Ring proposed this service to 3 Suisses in order for them to gain visibility on this new media. 

Sanoma Mobile Strategy aims at proposing innovative and brand-relevant mobile services to all mobile users in Belgium. These services are a direct extension of Sanoma brands (Flair, HUMO, Libelle, Femmes d’Aujourd’hui…) unto the mobile world.

For Flair, Sanoma wants to propose services to the market that appeals to Flair audience and to Flair brand. Such services don’t exist yet on the Belgian market. These services will be used to create more attractivity to Flair Mobile SIM-card offer. Flair Mobile customers receiving more, better or at a preferred tariff services. In this case, Flair Mobile customers enjoyed the service FOR FREE during the first week!

3 Suisses wanted to experiment this approach by helping Sanoma creating a truly innovative and Flair-relevant mobile service. Fun, but still informative. Together, they decided to exploit branding, call-to-sales and viral aspects possibilities of mobile media. 

We decided to go for MMS technology for this service in order to enhance attractivity of this high potential medium and because MMS is natively viral-enabled. We expect our customers to forward MMS or to keep them in their inbox in order to show them to friends later on. This is a great value for the 3 Suisses and for Flair Mobile brands compared to WAP-push technology used by Pumbby for instance.

Flair proposed a partnership to 3 Suisses for this action in order to enhance attractivity of the service. 3 Suisses products being fully and natively integrated in the service allows 3 Suisses not to be seen as an advertiser, but as a true part of the product.

Native functionalities of the medium are also used: the MMS can be forwarded to friends, can be kept in user’s MMS inbox, the image can be used as a wallpaper by the user and a call can be generated by the user to 3 Suisses call center for more information about the product, being identified by the catalogue reference of the product. 

This service has been communicated in Flair magazine and on Flair website. The website allowed to improve customer’s involvement, interactivity and personalization by allowing the user to choose her style and her size range. 

Tags: Flair Mobile, MMS, mobile advertising, mobile marketing

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