Dolce & Gabbana

Dolce & Gabbana takes high fashion mobile on the Nokia Media Network

Dolce & Gabbana is one of today’s leading international luxury goods groups, designing, producing and distributing high-end clothing, leather goods, footwear and accessories under the Dolce & Gabbana and D&G Dolce & Gabbana brands.

The two founders, Domenico Dolce and Stefano Gabbana, are the creative, stylistic sources and the originators of a growth strategy based on balanced development and focus on the core business. The brand also produces and distributes fragrances and eyewear for the Dolce & Gabbana and D&G Dolce & Gabbana brands and timepieces and jewels for the D&G Dolce & Gabbana brand.

The challenge – Raise awareness of the D&B Dolce & Gabbana brand and its catalogue

D&G Dolce & Gabbana turned to the medium that connects with its target market in everyday life – the mobile handset – to increase brand awareness with a viral campaign during the Men’s Fashion Show in Italy.

The solution – Mobile advertising, including a viral mechanic, on the Nokia Media Network

As part of the campaign, Dolce & Gabbana developed a game called ‘’Dee&Gee.” The Nokia Interactive Advertising Solutions team created banner ads that ran on the Nokia Media Network and led consumers to a D&G mobile website where they could download the game to their handset, view the D&G catalogue and download D&G-branded wallpaper.

The results – Average click-through rate of 10%

Leading luxury brand Dolce & Gabbana proved that there is high value for a top fashion brand in new media by running a mobile advertising program on the Nokia Media Network. One of the first mobile advertising case studies for a high fashion brand, the mobile campaign demonstrated that even brands that have relied upon traditional forms of media are benefiting from the targeting and high response rates mobile offers.

To see mobile advertising in action, please visit nokia.mobi/advertising on any mobile device.