Nexxus Fashion Rocks 2007 Mobile Campaign by (Neighborhood America) | MMA Global
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  4. Nexxus Fashion Rocks 2007 Mobile Campaign by (Neighborhood America)

Nexxus Fashion Rocks 2007 Mobile Campaign by (Neighborhood America)

December 17, 2007
Nexxus Fashion Rocks 2007 Mobile Campaign by Neighborhood America
 
Date: September 2007

Company: Neighborhood America )www.neighborhoodamerica.com)

Client: Nexxus via Carat
 

Background:

Fashion Rocks 2007 is an annually televised concert that kicks off New York’s Fall Fashion Week and captures nationwide attention. One of the event sponsors and a leader in salon hair care, Nexxus, chose to capitalize on the added exposure of Fashion Rocks by launching a mobile marketing campaign integrated into a larger traditional media push. Nexxus’ marketing agency Carat selected Neighborhood America to power the mobile campaign.

Goals:

Create a new level of interaction with consumers by providing valuable information through their mobile phones.

Solution:

The stunning face of Supermodel Elle Macpherson powered the print and online ads, which featured Macpherson sporting four different glam rocker hairstyles. Consumers could download tips and tricks to achieve those looks right to their mobile phones. It was as easy as sending a text message with a keyword to ‘NEXXUS.’ Within seconds, they got an invitation to visit a mobile website built by Neighborhood America, with a step-by-step guide on creating the styles.

 
Results:
·          Positioned the brand as a trusted resource for style advice and tips for achieving salon-looks at home, rather than simply a product.
·          Mobile extended corporate mission to empower the Nexxus customer to look their best, even while they’re on the go.