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The basic role of the mobile in an integrated campaign is to consider mobile as an additional media to extend the marketing mix. In this definition mobile has the same position than other media like print, TV or online. But the question is, is that really all?

Of course advertisers can use the mobile as an additional media channel in the media mix, but mobile marketing is more: The mobile can be considered as a connective element in the media mix. On the one hand the mobile is a connective element between different media channels. On the other hand the mobile is the connection to interactivity and therefore the connection to 360 degree.

360 degree marketing and especially the evolution of marketing says that consumers want to be part of campaigns and not just receive the message. The customers want to get active and take part in the communication process. Consumers are beginning to take control of what they want, when they want it and how they want it. The mobile is probably the best medium to fulfil these new demands.

More information about the role of the mobile in an integrated campaign and its meaning to 360 degree thinking is provided in the attached presentation.

Persil is a market leader detergent that commemorated your century in 2007 and the celebrated should be unusual
The Campaign Idea was to develop a uncommun campaign that….

• pick up freshen the Persil nuclear value like
• cleanness, innovation and focussing on the future
• the Brand and the product provoke emotion
• modernize the Brand and the target group
• support the classic campaing

Target Gruppe: All the person or family with/ or without children that do domestic works. The following pdf includes a detailed analysis of the campagin, password is needed

Miele is a Heritage brand of the german middle-sized-business.
The company is market leader in premium segment for residential appliances and installation device.
It has gained its top position in terms of technology due to innovative ability.
The following campaign was designed to promote the new washing machine W1000.

In the following presentation you will find interesting Information about the campaign “Alice”.

Within the area of Hamburg HanseNet offered till April 2004 telephone and internet connection under the brand „HanseNet“

April 2004 they started developing a brand for the nationwide expansion. The brand calls “Alice”.

Due to the nationwide expansion and rebranding activities connected with 360° marketing „Alice“ supposed to be established as a the new brand

transferprojekt_alice_1

additional to the books listed under the item “literature” in the horizontal navigation

For everyone who is interested in more literature on the topic of “Integrated Marketing” or “Integrated Communications” here are two more spezialist books on the subjekt I recommend:

• Strategisches Kommunikations-Management / Integrierte Kommunikation systematisieren und optimieren by Borchard/Harms (1998)
• Integrated Marketing Communications / The holisitc approach by Tony Yeshin (1998)

read and enjoy it!

Due to recent developments – the launch of the new MINI Cabrio – it is interesting to have a look at the first launch campaign of the MINI Cabrio in 2004. Even back then, MINI relies on integrated use of several media channels. In addition to TV commercials, events and out-of-home-advertising the media strategy of the launch phase focuses on print, online and PoS communication. In the past as well as in the present the motto “MINI Cabrio. Always open” appears in all media communications. Gain a deeper insight by viewing the attached campaign analysis.