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Communicator Interactive wins the APMA awards’ coveted Gold Star for best use of Digital in a Promotional Campaign

Monday, 16 July 2007 SYDNEY, AUSTRALIA

For utilising wireless technology in an incredibly effective and unconventional way, leading mobile marketing agency Communicator Interactive has nabbed the coveted Gold Star at the 2007 Australasian Promotion Marketing Association (APMA) Awards for “Best Use of Digital in a Promotional Campaign”. The accolade was presented at Sydney’s Luna Park at APMA’s annual ceremony featuring the best and brightest of Australia’s top advertising and marketing professionals.

The award recognises Communicator’s innovation in marketing as shown through its wireless kiosk campaign created for Johnson and Johnson Clean and Clear. The kiosks are used to promote Clean and Clear skincare products and fulfil the brand’s goal of deepening the relationship with its hard-to-reach core demographic – teen girls. That specified benchmark was achieved in numerous ways during Communicator’s award-winning campaign: the kiosks increased the brand value, drove traffic to retail and boosted sales. Through the Communicator strategic and creative development process, the Clean and Clear Mobile Kiosk was developed, providing a solution that engaged the brand’s audience where they would be at their most responsive: on their turf and in their time (shopping with friends), and using this connection to develop a relationship that culminated with a purchase. The effort soon resulted in a skyrocketing of sales with an overall average purchase lift of 6.4 percent at local retailers directly due to kiosk activity and lift as high as 27 percent in some locations.

“Our Clean and Clear users are fun, young, savvy and confident, so we were looking for new ways to connect with them, and we knew that we had to be extra creative and innovative to get their attention,” said Leora Solomon, Brand Manager of Clean and Clear. “That’s why we worked with Communicator to develop a campaign that speaks directly to their interests, yet in a groundbreaking way that integrates new technologies with their lifestyles. The Mobile Kiosks not only met our high expectations for interaction and engagement, but managed to exceed them, which we’re obviously very pleased about.”

For Communicator Interactive, the award highlights how its unique combination of mobile and web strategy, technology and marketing separates it from other agencies in both the traditional and mobile space. “This achievement is fantastic; it illustrates how Communicator’s mobile strategic process helps brands make the most out of the mobile opportunity within integrated cross-channel marketing activity,” said Jason Jercinovic, Managing Director of Communicator Interactive. “This also demonstrates our ability to deliver effective cross-platform solutions, which obviously worked in achieving Johnson and Johnson’s goals through this activity.”

To meet Johnson and Johnson’s goals, Communicator created an integrated solution that centred around the consumer interaction (at Point of Sale) with a mobilised kiosk, with additional online and mobile device interaction to drive purchase and subsequent product loyalty. Giant five-foot-high purple Clean and Clear kiosk ‘tubes’ were built, which drew consumers with interactive screens utilising dynamic Flash animations with strong calls to action, and which subsequently encouraged deeper participation by using interactive and incentives as the key motivators: instant-win opportunities, weekly and monthly sweepstakes that delivered coveted prizes like magazine subscriptions, music vouchers, CDs, mobile content (ringtones and wallpapers), and Clean and Clear product packs. Participants were also automatically entered into a weekly iPod draw and monthly draw for major ‘money-can’t-buy’ prizes, and enlisted to receive reminder broadcasts. Fashion tips and beauty-related trivia also added to the interactive on-screen experience.

Through the use of wireless modems, kiosk content was able to be continually updated via Communicator’s remote wireless content management system. This enabled the content to remain timely and created an exciting new experience upon repeat visits. Incentivised to opt in, consumers were delivered mobile messages with strong purchase calls to action customised to specific locations: “Hurry, entries to WIN dinner with Stephanie Mcintosh close 31/12! Buy Clean and Clear @ Woolworths 2Day and log onto www.wincleanandclear.au to enter”. Communicator identified Supre fashion boutiques as the most popular and relevant teen girl hangouts, so a relationship was built that allowed its stores to serve as the destinations for the Clean and Clear kiosks.

The end result was a clear success for Johnson and Johnson, delivering on its key brand and sales objectives, and participating in a successful overall campaign that saw Clean and Clear move ahead to become the #1 category brand. Additionally, each consumer spent more than 3 minutes engaging with the brand (on the kiosk), and the participant survey revealed that 80 percent of entrants felt far more positive about the brand following their kiosk experience, while 51 percent said they would definitely purchase Clean and Clear the next time they needed a skincare product.

The award automatically qualifies Communicator as a nominee for the prestigious international awards: The Globes, to be presented in the US by the Marketing Agencies Association Worldwide (MAA) in November 2007.

About Communicator Interactive
Communicator Interactive is an Australian-owned interactive agency that specialises in providing organisations with mobile and web marketing solutions. Communicator helps brands and agencies develop innovative strategies and creative platforms designed to leverage their brands and forge deeper relationships with consumers.

Communicator Interactive was established in 1999 and has local offices in Sydney and Queensland, with an overseas office in New York City. Communicator Interactive has two divisions: its marketing services division provides digital services with a focus on mobile and web promotional marketing, while its connectivity services group provides a range of mobile services focusing on SMS, MMS and WAP billing platforms.

Clients include Austereo, Breville, David Jones, Diageo, Discovery Channel, DMG Radio, Evian, Foxtel, Hardys Wines, Johnson and Johnson, 1800MumDad, SBS, and Telstra.

Communicator Interactive is a member of the Australian Interactive Multimedia Industry Association (AIMIA), Advertising Federation of Australia (AFA) and the Australian Promotional Marketing Association (APMA), and chairs the Mobile Advertising Subcommittee of AIMIA Mobile Internet Group.

Contact
For more information about Communicator Interactive, contact Jason Jercinovic, Managing Director, at (02) 9256 0999 or visit www.communicator.com.au


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