Motorola ran an Ogilvy Poland-designed mobile ad campaign on Polish carrier Play's WAP portal, which generated a click-through rate of 4.3 percent on average, reaching 13 percent at its highest.

The campaign ran from March-April, during which time the carrier ran 33 different advertising promotions, including the campaign designed by Ogilvy Poland to promote the new Motorola MotoROKR E8 handset. The campaign was implemented by OgilvyAction, the brand activation arm of the Ogilvy Group.

"Play is a very cool, young 3G mobile operator in Poland, and they already have 2.5 million users, mainly in urban areas, representing a very unique user demographic that is very appealing for brands," said Freddy Friedman, director of marketing and mobile advertising for Mobixell, Tel Aviv, Israel.

"As far as targeting, Play is perfect match for Motorola, because 48 percent of the carriers' subscribers are 22-29, 28 percent are 30-39, 85 percent are male, more than 50 percent have at least secondary education and 35 percent have a college education," he said.

"It is a young, tech-savvy, urban professional target audience that is especially interested in the automotive industry.

The mobile advertising campaign was all on deck with Play's WAP portal, and it achieved a very nice ROI, which made Motorola very happy."

Motorola Inc. is an American multinational Fortune 100 telecommunications company based in Schaumburg, IL, that manufactures mobile devices.

Play claims to have more than 2 million customers and at the end of 2009 says it will have gained another million.

OgilvyOne Worldwide's clients include American Express, Cisco, DHL, IBM, Lenovo, Nestlé, SAP and Unilever.

OgilvyOne Worldwide is a unit of The Ogilvy Group, which is part of WPP Group plc, one of the world's largest communications services groups.

OgilvyAction is the brand activation arm of the Ogilvy Group that focuses on both driving sales and building brand equity.

Play, a 3G operator in Poland, has deployed Mobixell's Ad-It as the platform for its WAP channel. Play and Mobixell have trialled the new advertising service on Play's WAP portal.

Mobixell Networks has partnered with more than 300 carriers and content players worldwide.

Mobixell is providing Play Mobile with a WAP Advertising service powered by its Ad-It platform, including inventory management, trafficking, campaign management, business operation and the Ad Server functions.

Motorola's MotoROKR campaign is the first venture undertaken as a global partnership between digital marketing agency OgilvyOne and Mobixell.

"Mobixell has a global partnership with OgilvyOne, so it made sense for us to collaborate with them," Mr. Friedman said. "They came up with Motorola campaign."

Motorola is already using mobile advertising as part of its ongoing marketing mix for product promotions.

The 4.3 percent CTR Motorola achieved will naturally encourage other advertisers to consider diverting part of their digital campaign budget into mobile campaigns, as proving ROI from ad campaigns is becoming more important than ever in these uncertain economic times, according to OgilvyOne.

As expected, most of the click-throughs happened over the weekend, which is the best time for leisure-oriented mobile content brands advertising games, music and cinema, according to Mobixell.

More than 70 percent of mobile browsing activity off portal in U.S., but carriers can still leverage, because they have all of the information for targeting,

"Motorola already launched the music phones, and they wanted to fortify and amplify the sales a bit more," Mr. Friedman said. "The landing page included content like ringtones and wallpapers for consumers and information where they could get the phone.

"The goal was to promote awareness of this phone and increase Motorola's brand positioning in the Polish market," he said. "We've been deploying our WAP-based advertising solution since March and we've been running campaigns over the last 3 months.

"Mobile advertising is still nascent in Poland -- it's still in the early stages."

The next stage of the campaign might involve extending the variety of adverts from WAP banners to include SMS, MMS and video advertising, according to Mobixell.

Mobixell enables Play to measure and monitor its WAP inventory online and to see the impact of the campaign and compare it to alternative marketing approaches.

This activity lets the carrier see the huge potential for mobile advertising and new revenue streams, starting with WAP.

"We can enable a real-time mechanism for an entire multichannel ad management approach, including WAP and SMS," Mr. Friedman said. "Brands can start with one, ad another one then move forward.

"For Play, the first was its WAP channel," he said. "We offer contextual targeting, and the next step is behavioral-based targeting, historical-based targeting and CRM records."