Discovery Channel chooses Dada Ad for the 2008 launch of Top Gear on 3 Videophones
For the promotion of the 10th edition of the award winning television series about motor vehicles, the Discovery Channel takes advantage of Dada Ad’s mobile adverting experience.
Milan, February 12, 2008 – Dada Ad, Dada’s advertising agency, which already manages UMTS advertising space for cell phones with 3 Italia, Vodafone and Ansa (on a Wind platform), as well as other advertising space on well-known websites and portals, was chosen by the Discovery Channel to plan the mobile advertising campaign for the 2008 edition of the highly successful TV series Top Gear.
Top Gear, a cheeky and ironical TV series dedicated to motor vehicle enthusiasts, is already at its tenth edition and will officially launch the first episode on February 14th at 9:00 p.m. (on Sky channel 401). To promote the new edition of the show in an innovative way the Discovery Channel also chose to run a mobile campaign with Dada Ad on 3 Videophones.
The campaign, promoted by Mediaedge:cia, consists of sending out 160,000 video messages to 3 Videophone clients (men only) who gave their consent to process their personal data. As soon as the video message is opened, a commercial will start playing inviting them to watch the show.
For its immediate nature, video messaging is increasingly used by companies for planning advertising campaigns. It is also an extremely efficient way to spread news virally, in fact the receiver can forward the message to other users.
The Discovery Channel campaign demonstrates that companies increasingly trust the mobile advertising sector. In this market, Dada Ad is able to propose solutions, through numerous operators, that can reach roughly 6 million mobile users across Italy.
