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Trojan breaks Fire & Ice rich-media mobile ad campaign across multiple publishers

Trojan Brand Condoms is promoting its new Fire & Ice product across multiple mobile publishers such as MTV, Cosmopolitan, Shazam, Pandora, BET and Foursquare.

Trojan tapped its agency of record, Meredith?s The Hyperfactory, to use the mobile channel to generate awareness for its Fire & Ice product among sexually active men and women ages 18-34, and connect the product to this target audience in a positive, relevant and fun manner. Rhythm NewMedia, Jumptap and 4th Screen Advertising also participated in the multifaceted rich-media mobile ad campaign.

?Our task was to engage Trojan?s target audience both physically and emotionally with the Fire & Ice product and mobile campaign in an innovative manner,? said Geoffrey Handley, cofounder of The Hyperfactory, New York. ?We wanted to make the most of what mobile has to offer to really deliver on the product positives. 

?With a unique, fun product that brings couples together, combined with the hype surrounding the iAd, we identified an opportunity for Trojan to make a splash and deliver something truly innovative, un-restricted?that is, wider than Apple?and relevantly enjoyable,? he said.

?The result was the Trojan Fire & Ice rich-media campaign, which is the best example of an insight-led mobile media strategy centered on contextually relevant engaging rich-media mobile ad units and 100 percent aligned brand sponsorship.? 

Trojan is a brand name of condoms manufactured by the Church & Dwight Co. The company claims that more than 70 percent of condoms purchased in United States drugstores are Trojan contraceptives.

Trojan target
Trojan?s target demographic is consumers ages 18-34 who are experienced condom users in a ?relationship mindset? that are using their mobile device to make their relationship adventurous and exciting, per The Hyperfactory.

Mr. Handley said that these are sexually active "guys? guys" and "real women" who believe that while ?Jersey Shore? is entertaining, they are responsible and open with sexual safety.

The target audience over-indexes in all mobile usage categories, including consumption of relevant mobile Web content destinations (MTV, Jersey Shore, Jumptap, Cosmo and BET), applications and streaming audio (Pandora and Shazam) and location-based services (Foursquare).

Mobile strategy
The Hyperfactory?s formulated a strategic mobile media plan to effectively reach Trojan?s target audience and use rich media and publisher integrations to cut through the clutter.

At the most basic level, the objective of the mobile campaign was to instill deep consumer engagement with the Trojan brand.

?We wanted to wow the audience and connect Trojan Fire & Ice to pleasure, innovation and safe fun, as well as connect with the audience with relevance,? Mr. Handley said. ?We decided to leverage highly-relevant mobile properties, targeting options and contextual messaging to reach couples as they actively search for educational and relationship enhancing information.

?The plan was to ensure a constant mobile media presence with a heavier presence at core purchase day parts so that when a consumer needs a condom or wants to spice things up, they think of Trojan Fire & Ice,? he said. ?From the outset of the rich-media ad unit, we wanted to engage consumers through various relevant integrated programs.

?We tried to balance utility and entertainment to provide fun tools for a safe and exciting relationship to entertain them and educate them.?

The Trojan Fire & Ice campaign included mobile search, Mobile Marketing Association standard mobile banners, rich-media expandable in-browser units, rich-media expandable in-application units and both pre- and post-roll mobile video.

The campaign involved custom content creation, functionality development and integration with publishers.

Trojan rich-media in-browser units were deployed across the Jumptap mobile Web network, including Esquire, MTV, Jersey Shore, Cosmo, BET, G4, NBA, LimeLife and E!?s mobile sites.

Trojan?s integration with the Pandora iPhone application, which was a perfect fit with the its target, featured time-sensitive ?Plan Your Date? and ?On Your Date? personalized tools incorporating "mood music" and location-based "How Steamy Do You & Your Partner Like It?" functionality.

MTV?s Jersey Shore was also deemed a perfect content fit with Trojan?s audience.

Trojan developed custom editorial content with Jersey Shore cast members, including "Go On A Date Jersey Shore Style," and "Jersey Shore Dating Tips" from cast members.

In addition, Trojan expanded the Jersey Shore integration to Foursquare, with real-time Jersey Shore cast member check-ins and date venue tips.

Trojan targeted Shazam?s 75 million monthly users with day-part, time-sensitive targeting focusing on night time and weekends only.

There was mood-related integration of rich-media units to love songs and music related to "getting it on" from artists such as Barry White and Lady Gaga.

The Hyperfactory developed a custom ad banner for Shazam that shows up on the tagging recognition of a love song: ?Stop Tagging and Get it On.?

The banner on the Shazam tag results screen takes users directly to the new Fire & Ice mobile site.

?Trojan was looking to target both couples and singles, 18-34 years in a ?relationship mindset? who put time and energy into making their relationships adventurous and exciting,? said Jonathan Symons, executive vice president of business development at Shazam Entertainment, Portsmouth, Britian.

?Tagging songs is becoming a simple and easy way to discover more about music, thanks to Shazam, and there is an obvious link between romantic or sexy music and Trojan?s product range,? he said. ?Shazam was able to demonstrate its tremendously high tagging rates on nights and weekends, when people are in clubs and bars and generally socializing with music in the background.

?That, combined with the unique ability to target particular music genres and deliver Trojan ads when users selected love songs was core to the campaign strategy.?

Trojan pre-roll rich media and interactive video powered by Rhythm NewMedia featured social integration to Facebook and Twitter.

The Google-powered mobile search component consisted of a branded and non-branded behavioral search strategy targeting users while at drug stores, during night time and in adult-related-activity contexts. 

?The key to the creativity is of course the actual rich media units?Fire & Ice, hot and cold, naughty and nice,? The Hyperfactory?s Mr. Handley said.

?The rich-media units are 100 percent on message, tactical and with all the hype surrounding the iAd, our innovative and entertaining really rich-media ad units enable all of the target audience to engage, without the limitations of the iAd and proving the scale of a much wider audience base than simply iPhone users,? he said.

Trojan and The Hyperfactory tapped Insight Express to conduct a mobile brand study to measure the effect of the mobile channel on brand awareness, persuasion, favorability and purchase intent.

Since the Trojan Fire & Ice rich-media mobile campaign only went live at the end of August, the brand said it is unable to share any detailed campaign results.

In hard number terms, as of the first week, Trojan was on track with its rich-media in-browser units proving to be 300 percent more effective than traditional mobile banner units.

Mr. Handley claims consumer feedback and results from the pre-go-live research study have been overwhelmingly positive, with online and mobile video postings and social commentary increasing every day.

?For many years now in mobile we have judged what is creative by the actual output?the mobile site, the ad unit, the app,? Mr. Handley said.

?However, as our industry becomes more mature and mobile media becomes a more complicated discipline, creativity in mobile media planning is going to become increasingly important, especially as we lift our industry from a gimmicky add-on to mainstream,? he said.

Final Take
Dan Butcher, associate editor, Mobile Marketer