Land Rover Targets Young, Affluent Consumers with Mobile Campaign

High end auto manufacturers, recording studios and sandwich makers touted their mobile advertising campaigns at the CTIA Wireless I.T. and Entertainment 2007 convention in San Francisco this week.

To promote its LR3 model, Land Rover has been using Nokia’s Enpocket and the Nokia ad platform to run an interactive mobile campaign for almost two months, and is the first to do so since cell phone manufacturer Nokia purchased Enpocket in September to bolster its ad capabilities. Land Rover was drawn to work with Enpocket due to its ability to target ads based on specific age groups, income brackets and other user information provided through connections to carrier grade operator portals, specifically the 25-to-54 age group with a household income over $125,000, according to Elgin Kim, vice president business development and sales for Enpocket, a Nokia company.

Enpocket not only provided targeted display ads to mobile device users, but created the WAP site those banners linked to, which included information on the vehicles, downloadable videos and directions to nearby dealers through zip code targeting. Although Kim would only say the number of visitors to the site so far has been in the thousands, he pointed out, “Of the people who got on the site, 70 percent of them are watching the videos. That tells us there is value in the advertising. It’s not just an abandoned click.”

Land Rover had previously worked with Enpocket on mobile campaigns for its LR2 vehicles, and started its current campaign prior to Nokia’s purchase of the company. The car manufacturer intends to capitalize on the global reach Enpocket will enjoy as it becomes Nokia Ad Business and is linked directly to the Nokia mobile portal, according to Kim. The new Nokia Ad Business unit combines Enpocket with Nokia Ad Service and Nokia Advertising Connector.

“The mobility industry is converging and our vision is to make it easy for people to unlock the full potential of the Internet,” said Nokia President and CEO Olli-Pekka Kallasvuo during the company’s third quarter earnings call for investors last week. Referencing Nokia’s recent acquisitions including Enpocket and file sharing firm Twango, he added, “As we’ve said before, we can’t put this Internet services strategy together by ourselves.”

Nokia also recently signed a deal with mobile video destination mywaves to provide mywaves content in the Nokia Video Center, an application offering TV and video-on-demand services. Mywaves recently announced it will provide videos for nine free mobile channels featuring Columbia Records artists such as Nas, Three 6 Mafia and Yolanda Adams; the channels will include the videos, interviews and other content.

Separately, sandwich restaurant chain Subway tapped Modiv Media to create a mobile promotion targeted at Seattle Seahawk fans. The approximately 70,000 football stadium spectators at Seattle’s Qwest Field this past weekend were invited to download a mobile coupon directly to a handheld device that could be redeemed at one of the 345 Subway franchises in the Seattle-Tacoma area for sandwich discounts and a chance to win signed Seahawks memorabilia.

This story has been changed to reflect that the target audience is 25-to-54-year-olds. An earlier version said it was 18-to-24-year-olds.

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