Armani Exchange mobile ads garner 1.22 percent CTR

By Dan Butcher

August 24, 2009

Armani Exchange's mobile landing page

Armani Exchange's first mobile ad campaign to promote its Spring 2009 collection saw an average click-through rate of 1.22 percent and interaction rates as high as 14.5 percent on the mobile site.

Armani Exchange -- A|X -- worked with ad agency Media Kitchen and mobile ad network AdMob on the mobile advertising campaign. The banner ads drove more than 48,000 users to the mobile site, more than 36,000 video views and more than 2,600 store locator look-ups.

"Armani Exchange's target audience is high-income households and tech-savvy 18-49 consumers, a target that aligns extremely well with the iPhone demographic," said Johanna Werther, product marketing manager at AdMob, San Mateo, CA. "AdMob was able to provide reach of iPhone users on a custom bundle of sites and apps in the entertainment, lifestyle and music categories in the AdMob iPhone network.

"The campaign was very successful in raising awareness of Armani Exchange's Spring 2009 collection, driving more than 48,000 users to the mobile site and more than 36,000 video views," she said.

Armani Exchange ran banners and expandable canvas ads in AdMob's iPhone network, so all of the ad impressions served to raise awareness and maximize the brand impact of the campaign even for those who did not visit the mobile site.

Armani Exchange 2009 Spring collection

The A|X mobile advertising campaign was designed to leverage AdMob's iPhone network and drive consumers to a dedicated mobile Web site, where they can sign up for Text A|X, find stores near them, watch videos, see images of the new Spring 2009 line or read the A|X Styletraxx blog.

The iPhone text, banner and canvas ads highlight the Spring 2009 collection.

A|X Armani Exchange was launched in 1991, aimed at a new generation of fast-fashion consumers, a collection offering urban, individual style.

Wielding a mobile A|X

Armani Exchange is "Accessible Armani" that defines a new dress code with a collection that takes its cue from urban lifestyle and music culture.

Today Armani Exchange has an exclusive direct-controlled retail network that currently comprises 170 freestanding stores in 24 countries.

The luxury retailer Exchange tested the mobile waters last summer with a text-to-win campaign (see story).

For its first mobile advertising campaign, Armani teamed up with Media Kitchen and AdMob to raise awareness of the new A|X spring line, drive opt-ins to the brand's text messaging program and to continue building the brand's relationship with its customers.

The "A/X $1,000 Shopping Spree Sweepstakes'" call-to-action was printed on the retailer's shopping bag. It asked customers to text the keyword AX to short code 276264 (ARMANI) for a chance to win a $1,000 shopping spree.

Consumers who texted in were added to a mobile database and later sent text messages announcing new collection arrivals, exclusive offers, A|X events and mobile downloads.

"This was a brand and a mobile experience that consumers found extremely compelling," Ms. Werther said. "AdMob ads effectively targeted and reached A|X's target audience and the interactive A|X mobile experience kept them highly engaged with multiple calls-to-action."

Comments on "Armani Exchange mobile ads garner 1.22 percent CTR"

1. Howie Goldfarb says:

   August 31, 2009 at 12:31pm

   Love the campaign except the fact that A/X will be saving peoples phone numbers to send them future offers (technically not opt in) and will lead to clutter when people have signed up for a critical mass of brand correspondence. Imagine having 100 brands sending you 2+ texts per month plus all the others you get from friends. Right now there is no such critical mass. But it is coming.