To promote Vertu’s luxury touchscreen smartphone, the Constellation, [a•mo•bee] used a combination of innovative mobile advertising tactics. Prospective smartphone users were driven to a variety of mobile destinations that brought the Vertu experience to life – sleek, smart, and savvy in design and interaction.
The campaign included an exclusive sponsorship of the launch of the Conde Nast Vogue Daily News app for Android and iPhone, the most exclusive mobile app for daily fashion news. The seamlessly integrated advertisements showcased the Vertu Constellation smartphone, the different versions of Vertu handsets and the various white-glove Vertu services.
Additionally, there was a featured Vertu Constellation product video in the Net-A-Porter iPad shopping app. As users flipped through the high-class lifestyle and fashion digital magazine, the super-sleek black and white Vertu video ad appeared as a new page of the magazine. Using lustrous footage, a clear call-to-action, and simple navigation, the user experience was exceptional – particularly in its integration with the luxury magazine as a whole.
Using powerful GPS tracking technology in [a•mo•bee] PULSE, the Vertu campaign geo-targeted affluent shopping areas in the UK to drive footfall into Vertu boutiques. O2 SMS ads prompted users to call the nearest boutique, view its location on a map or find the easiest route to a nearby Vertu boutique, which resulted in users physically visiting the store, or registering their interest via email.
[a•mo•bee] coupled this location-based campaign with O2 targeting data to reach a niche set of consumers who had roamed three or more times in the past year to affluent countries, including Dubai, Saudi Arabia, and Russia.
Because the video was broadcasted on a tablet, the expansive screen exemplified the Constellation’s exceptional materials and the remarkable craftsmanship of the phone. The Net-A-Porter video achieved an astonishing 24% clickthrough rate, exceeding both client expectations and industry standards.