Despite enjoying a 25% market share in Brazil, Seda shampoo was keen to tap into the teen-market and so teamed up with a youth-friendly Nokia mobile phone for the release of a teen-friendly version of the product, called Seda Teens.
The mobile campaign was based around banner ads on the Nokia Media Network, which led customers to the download page of the Seda Teens Java game and a Seda Teens branded social networking WAP site. The site allowed users to browse beauty and health tips and horoscopes and submit related questions to experts.
The pink handset came pre-loaded with Seda Teens ads as the opening and closing screens as well as music tracks from a popular Brazilian band. The phone was also sold with bookmarks that pointed to the Seda mobile community and a mobile game, Dancing Star, was offered as a free download. A supporting website was also created that offered similar content and showed users how to access WAP content on their Nokia handset.
Seda Teens - product launching
Best Use of Mobile
- Brand:
- Seda Shampoo
- Brand owner:
- Unilever
- Category:
- Best Use of Mobile
- Region:
- Brazil
- Date:
- March - June 2008
- Media Channel:
- Point of sale, mobile, gaming
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