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H&M launches The Garden Collection and increases in-store traffic thanks to mobile phones

H&M calls upon Phonevalley, the world's leading mobile marketing agency, and ZenithOptimedia to promote its Spring Fashion Collection called The Garden Collection on mobile.

At the first signs of sun, H&M, the famous global fashion brand launches its spring collection instore in France. H&M aims to generate traffic both in-stores and on its mobile site, but also to recruit new customers for its fashion and quality collections offered at the best price.

The brand therefore entrusted Phonevalley and ZenithOptimedia to design and set up a comprehensive and original mobile media plan and target women from 25 to 34 years old.

3.9 million women from this age group have a mobile phone in France, and more than 20% regularly browse the mobile internet (source: M:Metrics): the mobile media is consequently perfectly beneficial to the brand.

The mobile campaign, designed by Phonevalley in partnership with ZenithOptimedia, provides H&M a high visibility on mobile sites and applications in line with its target. It consists in:

• Editorial integration in the Fashion section of Grazia's mobile site
• Interstitials on the Aufeminin.com mobile site
• Banners on the following mobile sites: Grazia, ELLE, ELLE à Table, Elle Astro, Hotmail, Windows Live Messenger, SFR TV, Yahoo as well as on the Aufeminin.com iPhone application

In addition, from March 23 to April 11 Phonevalley sent SMS and MMS to women from 25 to 34 years old living in Paris and its suburbs. The messages offered discount vouchers for The Garden Collection articles.

Alexandre Mars, Phonevalley CEO and Publicis Groupe Head of Mobile rejoices: "I am delighted that a major international brand like H&M has grasped mobile's tremendous potential for its collection launch. Mobile is perfectly suitable to generate traffic for inspired and refreshing collections like H&M's The Garden Collection".