Mobile Media is gearing up to complement traditional marketing such as print, radio and television. The versatility, ubiquity and mobility of mobile phones give businesses who invest in the dot Mobi domain an advantage of a bigger consumer market. Mobile advertising and dot Mobi domains are already reaching millions of users.

Objective:
Legit, part of the Edcon group, has a young and vibrant fashion-conscious, yet budget constrained, market. A mobile campaign was developed, the main objective of which was to connect with customers that have cell phones but do not have internet access. Through this campaign, Legit could get the existing website content onto millions of cell phone screens and into their customers’ hands. Yonder Mobile Media was commissioned to develop, design and host Legit’s mobile website.

Solution:
Legit integrated their mobile marketing campaign into their existing marketing efforts, using Yonder Mobile Media’s technology. Edcon promoted the new Legit.mobi site (http://legitfashion.mobi) in their monthly newsletter, which included information about the mobi site and educated the consumers on how to WAP-enable their phones.

Outcome:
The mobile marketing campaign was quickly and easily integrated with the existing marketing strategy. The Legit mobi site achieved 40,000 hits within 2 weeks of the Legit publication being distributed, resulting in about 5 000 unique visitors per month. Continuous profiling through the mobi site has allowed the client to gather a wealth of information, without incurring enormous costs. The medium proved popular with the young and fashion-conscious market, ensuring that Legit gained access to the mobile trendy consumer.