Converge Weekly

Digital advertising business MediaSmart had developed a mobile campaign that enabled premium chocolate maker Lindt to engage with consumers in the lead up to for Mother’s Day, one of the year’s most important buying periods for the confectionary brand. The Media Smart-Built Mobile Site allowed its consumers to send a personalized Mother’s Day Message, which the mother’s could then save as a mobile wallpaper as well. The campaign which was developed in with Universal McCann, proved to be a cost effect method for Lindt Chocolates to interact with their consumers who were about to make their purchasing decisions for Mother’s Day.

The viral nature of the campaign allowed Lindt to interact not only with sons and daughters but also with their mothers. This was strategically important for mothers, because they are often the main grocery buyers and, in many cases, also make their own Mother’s Day buying decisions.

The website could also be shared with other friends and family thereby adding a further viral element to the campaign. Banner advertising was also run across the BigPond mobile portal, which has around 1.7 million active unique users a month, to drive traffic to the Lindt site.