Christian Louca
Berlin, 16th December 2009
From now on, the mobile phone is an integral part of the communication strategy adopted by traditional watchmaker A. Lange & Söhne. YOC AG developed an innovative mobile concept including a mobile portal and an iPhone application. With A. Lange & Söhne YOC gained another high-end customer. The aim of mobile communication is to establish a direct and personal dialogue with the relevant target group and to emotionalise the traditional brand A. Lange & Söhne. “The mobile phone helps us to reach our target group at a moment of maximum involvement. This way we can promote brand awareness and create an emotional bond between the customers and the brand”, says Evelyne Wrobbel, Head of Brand Marketing at A. Lange & Söhne.
The mobile portal of A. Lange & Söhne is now available to users in five languages. The portal is divided into five categories offering an ideal combination of information-based and interaction-based elements. At the heart of the portal is the category LANGE Zeitwerk, which provides users with interesting news about A. Lange & Söhne’s recently launched model and its innovative jumping numerals mechanism. From the beginning of January 2010, iPhone users benefit from additional features offered by the free iPhone application “A. Lange & Söhne timepieces” available at the App Store. There is also a special registration function that helps to focus on personalised communication between the user and the brand.
“New customers such as A. Lange & Söhne are a very impressive example of the increasing significance that all industries attach to mobile marketing. The broad portfolio of high-end customers that we have gained enables us to efficiently display even complex and premium brand worlds on the mobile phone”, says Dirk Kraus, founder and CEO of YOC AG, in his comment about the new campaign.
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