To promote the perfume Escada Incredible me, Procter & Gamble decided to use Bluetooth proximity marketing in several shopping centres, to take advantage of the busy Christmas rush.

P & G wanted to convey the brand image by using a mobile marketing tool during the period of the year when perfumes sales are higher.
ivista worked directly with P & G to design the Bluetooth action, as well as installing and monitoring the campaign. RMG Connect, P & G’s advertising agency, was in charge of the organization of the campaign.

Through the collaboration between ivista and RMG, five Bluetooth hotspots branded for Escada were set up in five shopping centres, in Madrid, Barcelona and Valencia. The stands were located in common areas of the shopping centres, to be accessible to all passers-by. People who came to these areas were able to download to their mobile phones content related to Escada’s perfume Incredible Me, a video and two screensavers. The campaign was supported by a marketer and posters.
The campaign began on December 11th and ended on January 5th, remaining active during the most important days of the Christmas period.