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Toyota calls on Phonevalley to develop its mobile communication plan to support the French football team

Phonevalley develops the "Toyota Les Bleus" mobile Internet site and creates the first skin for the L'Equipe.fr mobile site in partnership with ZenithOptimedia and Saatchi & Saatchi.

Paris, 09 June 2008 – Phonevalley, the world's leading mobile marketing agency, today unveiled Toyota France's mobile campaign, featuring a mobile Internet site, a viral marketing campaign, a competition and a promotional media plan - giving the L'Equipe.fr mobile Internet site a makeover in the colours of Toyota Les Bleus.

A mobile Internet site to give a boost to Toyota's viral communication plan

As part of Toyota's partnership with the French Football Federation, which has branded Toyota the "Official Car of the French Football Team", Phonevalley has created a mobile Internet site to support the "Les Bleus" special series through a viral marketing campaign. The site gives you the chance to play the policeman and hand out red and yellow cards to your friends using free customisable MMS messages. The site also lets you discover the "Les Bleus" special series (data sheets and photo slideshow). It is designed as a relay to the Toyota Les Bleus website and has been developed alongside Saatchi & Saatchi.

To create a real stir, Toyota is offering a French football shirt signed by the players in the national team. All people sending a card by MMS or taking part in the competition on the website will be entered into a draw, with the chosen entry winning the shirt.

Phonevalley creates the first skin for the L'Equipe.fr mobile Internet site

Phonevalley is deploying a promotional media plan to support the launch of the site, designed in partnership with Zenith Optimedia. An especially high-quality and innovative initiative underlies the plan: Phonevalley will completely deck out the homepage of the L'Equipe.fr mobile Internet site in the colours of Toyota Les Bleus on 13 June.
Furthermore, Phonevalley has developed a banner campaign in Orange World's Sport section and on Sports.fr. The campaign started on 28 May and will run for two weeks.

The mobile media plan comes as part of a global plan across all the media used by L'Equipe, particularly the newspaper, a special off-print, the Euro Guide, billboards on L'Equipe TV, three skins of the L'Equipe.fr homepage, and presence in the Les Bleus section.

Alexandre Mars, CEO of Phonevalley and Head of Mobile at Publicis Groupe, adds: "We are delighted to team up with Toyota as part of its support for the French football team. The originality of the viral campaign and L'Equipe.fr skin once again proves that creativity - in terms of designing both original media plans and mobile sites - is the key to inventing new effective forms of mobile marketing."