Europe : Panasonic decided to support the launch of its X70 ( inset above ) with a multi-media mobile direct marketing push with the idea of promoting one of the phones hottest features on the feature itself. This signified the first time that the industry has witnessed a pure direct marketing push via multi-media messaging.

The Panasonic X70

The Panasonic X70 has 4MB worth of memory, enabling the user to store up to 400 photos. With the large memory you can download and store ring tone melodies and wallpapers. Built in blue tooth capability for wirelessly talking. Use the head set for hands free conversation. Reversible and adjustable ear clips to fit on your left or right. Replaceable covers come in two colours.

Objectives

The campaign’s brief was to create awareness and a desire for the new Panasonic X70, by encouraging consumers to ask whether their phone is Bluetooth enabled.

The key objective was to drive sales of the new X70.Benefits to Panasonic
- The value of the campaign was to generate awareness about an exciting new product to a highly targeted market.

- Visitors to the Lycos website had opted in, specifying an interest in receiving information about new mobile related products and confirming that they had an MMS-enabled handset.

- This made them the perfect target market for Panasonic’s MMS direct marketing campaign because they fitted the early adopters market that are more likely to upgrade or purchase the new X70, which had advanced features such as:

- Bluetooth enabled

- A built in camera with a flash

- 4MB worth of memory enabling users to download and store ring tones and wall paper

- Also, because they have MMS-enabled handsets, they were therefore the perfect mobile users to send a multi-media message to, in order to educate and promote awareness about the new X70.

- The value of the campaign was also to trial the effectiveness of MMS as a direct marketing tool.

Strategy

The strategy was to target the early adopters market, which would be educated and technology savvy enough to be familiar with terms such as ‘Bluetooth’.

Bluetooth is a technology that, in the case of the X70, enables the user to have a wireless hands free kit and also engage in multi-player games with other Bluetooth enabled handsets.

The campaign

The campaign was run in conjunction with Lycos, the media owner, Brand Connection the media planning and buyer agency and Flytxt, the mobile marketing expert.

The promotion involved a one off push multi-media message being sent to an opt-in database of MMS-enabled handset subscribers.

The database was generated by Lycos’s website, where MMS enabled handset subscribers entered their details, opting in to receive third party messages.

A push MMS message featuring an image of the new Panasonic X70 was sent to O2, Vodafone, T-Mobile subscribers.

Orange subscribers received a WAP link, because Orange bars access to third party MMSc’s.

The image asked subscribers: Are you Bluetooth enabled? Can you snap in low light with your onboard camera? Can you store up to 400 photos? No? Now could be the time to change your phone.

Subscribers were then directed to the Panasonic website for more information.