THE STORY OF AN EFFICIENT BUZZ: 94% of the contacts welcomed the operationTouch of Pink, Lacoste’s fragrance for women, was promoted through an innovative mobile campaign cantered around a mobile Internet site designed to faithfully respect the fragrance values and its communication platform.

The mobile site offered to receive a free sample of the perfume, to participate in a contest to win a Pink gift set, to send a love message via MMS, to download goodies.The media plan targeted 15-25 year old women before Valentine’s Day (banners and wap push).