Honda is one of the first global advertisers to unleash the power of the idle screen for mobile advertising. Results of its first mobile advertising campaign targeting millions of subscribers to AIS, Thailand’s largest mobile operator have been released.

Honda-sponsored interactive content messages were broadcast twice a day, directly to users’ mobile phones, and appeared on the idle mobile screen. Messages contained motorcycle safety tips and advice on how to save fuel. While these were valuable bits of information, the campaign aimed to promote the Honda brand and to raise awareness of its motorcycle range. In addition, users were encouraged to click on the interactive messages and participate in a prize draw.

The results have proven the ability of mobile phones to become a truly mass market advertising medium. Within 3 weeks, more than 3 million unique impressions – targeted at subscribers in the Bangkok area – were generated and more than 100,000 users clicked to participate in the prize draw, and receive more information from Honda. The motor company is now planning additional mobile marketing campaigns.

Mr. Somchai Lertsuthiwong, Vice President Wireless Business of Advanced Info Service Plc. commented: “mLive! powered by Celltick’s LiveScreen Media provided an immediate and interactive response platform to the advertising campaign. We are already working with additional advertisers on future mobile campaigns. The response from our subscribers has been very positive and we see mobile marketing as an important part of our future growth.”

Stephen Dunford, Celltick’s CEO, added: “Mobile marketing needs to add value to subscribers.  Honda and AIS have done so in this joint mobile campaign. LiveScreen Media provides the platform to offer segmented, targeted sponsored content. The rewards are significant for both the operator and advertiser. Research indicates that marketing using the idle mobile screen is able to deliver 1,000 impressions for 5% of the cost incurred for the same number of impressions over TV, or for 25% of the cost of online impressions.”