Following previous mobile trials, the brief asked for a holistic mobile campaign. Our strategy was to use the strengths of mobile and Wallace & Gromit with a fun, engaging idea for shoppers to create an M&S gift wishlist which they could pass onto friends and family.The campaign had to reach all M&S shoppers and be simple and intuitive to use.The campaign comprised:- a mobile website:-SMS to customers on existing database, containing a site link-Banner ads on mobile internet sites-Facebook and Twitter updates containing links-Search adverts within mobile search engines

This campaign showed a big idea thriving on mobile, extending a traditional media campaign in a truly engaging manner.The campaign attracted M&S customers of all ages.It convinced M&S senior management about mobile as a channel to deliver innovative and creative connections with customers, strong word of mouth advocacy, convert interest into sales, and develop long term loyalty.The campaign exceeded visitor and repeat visit targets, and provided valuable insights about using SMS, mobile advertising and search.A third of completed profiles sent to friends.28% of visitors supplied email addresses, triggering personalised emails linking to marksandspencer.com