Concept:
Development of a state of the art Java application offering maximum possible handset coverage, a clear design and the adaptation of established online features to the technical requirements and particular usage situation of mobile end devices.
Objectives:
- As part of the “Expand your Brand” strategy of the publisher Gruner & Jahr the topic of diet, the specific competence and the confidence in the BRIGITTE brand are to be extended to mobile end devices
- This would be based on the established online application at www.brigitte.de
- Like the print object, 3 versions were planned per year (spring, summer, autumn)
- BRIGITTE showed particular interest in establishing a distribution cooperation with mobile network operators
Implementation:
The body coach is a virtual expert for the mobile phone that has been developed specifically for BRIGITTE – which gives women feedback about their current personal calory count at any time.
In order to keep the body coach up to date the users have to enter what they eat, drink and how much exercise they are doing. This is very easy to do either by selecting items from a database menu which appears on the user’s mobile phone display or by entering information manually. Based on this information the body coach calculates the current daily and weekly calory count and makes suggestions for future exercise sessions and meals. This means that the users can keep a constant eye on their target weight. Currently all the foods and types of exercise on the selection menu are designed for summer. The users can also enter their own recipes and foods into the body coach database.
As well as the project management arvato mobile also carried out the distribution for the application. On the one hand the application was presented in detail on a full page advertisement in Issue 2/2007 next to the new BRIGITTE Diet 2007, giving details of how to order by dialling the network-independent short code 44444 (cost: one-off charge of € 4.99 plus SMS and WAP/GPRS charges). At the same time arvato mobile used the existing distribution network and distribution contacts to integrate and distribute the Brigitte body coach via a large number of network operator and Internet portals.
For more information visit the BRIGITTE website.
This Mobile Marketing solution consists of following arvato mobile products and services: SMS/MMS Services, Mobile Client Applications, Conception/Consulting, Creation, Support, Fulfilment
