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With Phonevalley and Starcom, Procter & Gamble's Tampax engage girls on mobile

They set up an original mobile operation to strike down girls' prejudices about the tampon

An operation to break taboos and reassure teenagers on their most personal screen

Phonevalley, the world's leading mobile marketing agency, has launched a mobile campaign for Tampax, an iconic brand of Procter & Gamble. This operation was set up in France in partnership with Starcom.

Procter & Gamble intends to burst the bubble about the tampon on one hand, and educate young girls about the benefits of its Tampax brand on the other hand. Procter & Gamble has entrusted Phonevalley and Starcom to design a mobile campaign in order to reach girls aged 13 to 17 who have a strong affinity with this media. It supports a web campaign launched to promote the character of "Max the Tampax" and create a community around him on the Skyrock.com website.

Phonevalley has therefore designed a quirky mobile site to efficiently support a "Max le Tampax" campaign on the web, set up by Cubing. Most teenage girls do not feel comfortable with their first periods and they need intimacy and the greatest secrecy on this delicate subject. Since mobile is the most personal and interactive media, it perfectly meets these expectations. Indeed, mobile allows young girls to watch whenever they want, in peace and quiet, the advice from "Max le Tampax, which are both funny and acute. Video clips are being broadcast live from the "Tampax Academy" on Dailymotion Mobile. The site is available since the 5th of October on m-tampax.fr.

The mobile site also offers to send free samples by mail. Young mobile users have the opportunity to download a java game inspired from bricks breakout games. The three best scores are displayed live on the mobile site and teenage girls with the highest scores can take part in a competition to win a cell phone. In order to take advantage of viral marketing and of the propensity of girls aged 13 to 17 to share tips and advice, Phonevalley has added a function that allows teenagers to send the mobile site's url to their friends via SMS.

To drive trafic to the site, Phonevalley, in partnership with Mediacom, has designed a media plan on mobile portals with the highest affinity with the target audience (notably Dailymotion, Skyrock, Windows Live and MSN, Closer, Allociné)

Alexandre Mars, Phonevalley CEO and Publicis Groupe Head of Mobile, adds: "We are delighted to support once again Procter & Gamble through this innovative campaign for Tampax. The personal nature of mobile, the intimacy it provides to young girls and the quirky humor of the campaign perfectly fit with the educational objective of Tampax, willing to speak in a light mode of a serious topic."