Leading luxury brand Dolce & Gabbana has proven that mobile advertising is effective as well as fashionable by running a mobile campaign on the Nokia Media Network.

The mobile campaign demonstrates that brands that have relied upon traditional forms of media are now benefiting from the targeting and high response rates mobile offers. The D&G campaign promotes the brand's teen-focused fashion catalog, while increasing awareness during the Men's Fashion Show in Milan, Italy in June.

"D&G is a brand that speaks the language of youth in a metropolitan world without geographic borders," said Tom Henriksson, head of Nokia Interactive Advertising, Irving,TX. "Mobile also speaks to these values, so what better way to target customers loyal to the brand, as well as reach some new ones.

"The strategy was to reach young consumers on the medium they bring almost everywhere, almost all the time -- their mobile handset," Mr. Henrilsson said. "D&G wanted to create a fun campaign that would encourage consumers to spend time with the brand, as well as forward it on to their friends."

As part of the campaign, D&G developed a game called, "Dee&Gee." The Nokia Interactive Solutions team created banner ads that ran on the Nokia Media Network.

The banners led consumers to a D&G mobile Internet site where they could download the game to their handset, as well as view a catalog and download branded wallpaper.

The campaign received an average click-through rate of almost 10 percent.

Nokia Interactive Advertising helped D&G connect with and engage the mobile consumer.

D&G is a leader in the fashion industry and the brand's adoption of mobile strategy shows that its innovation is not exclusive to fashion. It extends to how the brand chooses to interact with consumers.

Nokia Interactive Advertising has done mobile campaigns for other big brands such as BMW, Hyundai, Kraft, Unilever, Ford and MTV Networks.

It has created mobile campaigns that include banner ads, mobile Internet sites, location finders, mobile coupons, click-to-call and other advanced mobile mechanics.

In addition, the Nokia Media Network provides reach to millions of mobile consumers through advertising on premium mobile publishers, like Reuters, Cosmopolitan, AccuWeather, Unidad Editorial and RTL.

"In this particular campaign, we looked at the average number of people who saw a banner ad and then clicked through to the D&G mobile Web site," Mr. Henriksson said. "The typical click-through rate in mobile is 2-4 percent and is often double the CTR one sees on the traditional Internet.

"This campaign saw click-through rates of almost 10 percent," he said. "The Nokia Media Network sees click-through rates between 8 and 11 percent in some channels. This is due to the fact that we place advertising on premium publisher pages that reach more than 100 million consumers globally."