The advertising agency Goodmorning worked closely with ivista to design an innovative mobile marketing campaign for the launch of the new perfume 'Ralph' by Ralph Lauren.

The campaign took place during the end of the school year on University and High School campuses throughout Spain. Ralph Lauren’s objective was to reach their core target of teens with the scent of the new perfume in a fun and innovative way, and also to create a viral effect with this action.

Two wearable Hypertag transmitters were used for this campaign. The marketers who encouraged the public to test the perfume and to participate in a raffle, also gave young girls free content for their mobiles phones. The contents that could be downloaded were an animated gif as a screen saver with the image of the campaign and the song from the perfume’s TV ad.