Unilever Brazil developed a mobile campaign to enrich the marketing mix of Rexona Invisible brand. Created by agency CUBOCC, the campaign was driven on mobile sites, such as Globo.mobi and Nintendo World, at Hands Mobile Ad Network (http://m.hands.com.br).

By clicking at the banners, users could download exclusive content from international Detective Stripes campaign according to device model.

Goal
The Detective Stripes campaign was planned by agency CUBOCC to promote Unilever’s Rexona in Brazil. A mobile advergame was created to propose and enhance a new kind of audience engagement among men from 18 to 34 years old.

Strategy
Detective Stripes campaign ran at mobile sites of publishers like Rolling Stone Brazil, EGM, Hero, Nintendo World, Webventure and many others. In Java enabled devices, users could download the advergame. The best players won Rexona prizes. Other handsets could interact with video and download wallpapers related to the Rexona Detective Stripes.

Hands' platform automatically recognizes each consumer’s mobile phone type and adjusts the banners and sites to it. The campaign was available for more than 2,000 different devices.

Unilever also invested in an online campaign, which included a daily YouTube Brazil homepage insertion with an exclusive video about the game.

Results
The campaign was available at Hands Ad Network mobile channels during one month. The results were impressive: the CTR peaks reached 4,7 at Games Channel.

“Hands was a very obvious choice, because it is one of the main mobile media players in the country,” Domingos Secco Junior, digital channels manager for CUBOCC, stated to Mobile Marketer. “We've reached our target—males 18-34— very efficiently in the young and technology channels.

“Big advertisers like Unilever require excellence in execution to reach their audience,” said Edison Maluf, sales director for Hands Mobile Ad Network, São Paulo, Brazil. “Our network can reach many profiles. Our mission is offer the best opportunities to deliver the best results”.

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About Hands
Hands, a 10-year-old company specialized in mobile, is a pioneer Brazilian company and Latin American expert in mobile marketing and advertising. Hands is focused on mobile internet and is leader in Brazilian market, that have more than 159 million cell phone devices. Hands Mobile Ad Network has around 300 publishers, like Rolling Stone Magazine, Reuters and many other newspapers, magazines, sites and blogs. Since 2008, Hands sells commercial packages focused in touch generation cell phones, that include the main content providers in segmented offers: News, Business, Sports, Local, Tech, Fun, Style, Blogs and Games. Follow us at http://twitter.com/handsmobile.