Vogue Turkiye aimed to increase its sales volume by reaching the premium female target audience to announce its Vogue’s anniversary edition by using the mobile channels extensively. Vogue also aimed to engage its consumers by planning a competition that would make them think the 1st anniversary edition concept “a daring year”. While the first objective was set to increase sales, the second objective has presented the Vogue readers an emotional benefit.

The campaign was launched between 1 - 13 March 2011 and it has been conducted within Turkiye.Vogue had always focused on premium female target audience, that’s why for the anniversary issue, Vogue brought the world’s best fashion photographers Mert & Marcus and the world’s famous model Gisele Bündchen together under the concept of “A Daring Year”.In order to attract the attention of it’s audience, a daring competition was planned and prize was the unique designer outfit that Gisele Bündchen wore at the photo shoot. Vogue wanted the reader send their most daring reason “Why she should own it”. People either attended from a micro site or texted their daring reasons to short code to own the designer outfit.In the first week; our MobilKod (Microsoft Tag – 2d barcode) was first embedded in an unbranded newspaper as a teaser ad. Then to announce the Anniversary issue; mobile rich media ads were placed on mobile sites and applications that were most visited by the target audience. The promotion video was also places to our 200.000 NTV-MSNBC news package subscribers.In the 2nd week, mobile rich media ads were changed to announce the give away of the designer outfit worn by Gisele. We sent MMSes to 25.000 people who were in our permission based database and at high profile shopping areas.We sent the promotion video by targeted Video IVR calls to the people in our permission based database who owned 3G enabled mobile phones.•On the first day, the MobilKod (Microsoft Tag – 2d barcode) that was embedded in the printed ad was scanned more than 2.600 times.

•Mobile video banners got higher than average CTR rates of %12, Mobile banners generated 10 times more return than web banners with %1,54 CTR rates.•The location based MMSes reached over %82 return of the average content view.•Vogue’s anniversary edition increased its sales volume by %30 compared to the previous editions.