Tequila does some interesting work for Cartier

One of the great benefits of this trip has been to be able to learn through first hand experience. Whilst we can all now access pretty much whatever we want through the net nothing beats face to face engagement and meeting people who are at the forefront of driving interesting work. One example of this was the meeting we had with the team at Tequila Japan . Whilst giving us our first overview and introduction to the state of the mobile market here in Japan they also detailed some interesting work they had done for luxury brand Cartier. Not familiar with mobile as a marketing channel Tequila proposed a campaign that put mobile at its core, reaching out to a younger audience with a view to raising awareness and establishing a long term commercial relationship as well as building brand loyalty with an audience who until then, had not even considered them. Running from May 2007 - March 2008, their approach focused on a phased launch of two websites for the mobile user based on two main events: LOVE DAY in June and Christmas in December. Content was tailored around these two themes. For example for LOVE DAY users were able to view branded content via video streaming, view products in an online gallery, find out about their nearest boutique store, or download branded wallpapers. For the second website which was centred on the theme of Christmas, the site evolved to incorporate flash downloads, wallpapers, mobile greetings as well as an introduction movie. And the results? A campaign that opened the eyes of Cartier to the benefits of using mobile to target a younger audience, so much so that they are now onto their third campaign that places mobile at the centre of its activity to drive traffic instore as well as to an updated bespoke site. User registrations for regular updates continues to grow and the number of users accessing the second site has passed the half a million mark. For the user, Cartier have developed content that their target audience not just wants but is accessing and downloading on a regular basis.