Vertu, the market leader in luxury mobile handsets, is all about a world of unique experiences and a life beautifully arranged. To promote their luxury touch screen smartphone, the Constellation, Vertu used innovative mobile advertising. The mobile ad campaign was designed to engage a highly specific audience, capture quality leads and drive valuable footfall to Vertu boutique stores. Increasing use of tablets and smartphones among affluent consumers presented a prime opportunity to reach Vertu’s luxury audience in a “lean-back” browsing experience. Prospects were driven to a variety of mobile destinations that brought the Vertu experience to life – sleek, smart and savvy in design and interaction.

Luxury media placements coupled with high-end smartphone and tablet targeting allowed Vertu to effectively reach HNI through an aesthetically enriching experience. Through premium app advertising and sponsorship, users received a seamlessly integrated Vertu experience. Vertu exclusively sponsored Conde Nast’s release of the Vogue Daily News app for Android and iPhone, the most exclusive mobile app for daily fashion news. The rich media ads within the app showcased the Vertu Constellation smartphone, the different versions of Vertu handsets and the various white-glove Vertu services. Running Vertu display ads on this premium luxury app drove extremely high CRT’s of over 1.6%, which are considerably higher than the industry average of 0.50% CTR.

The campaign also included a Vertu Constellation product video in the Net-A-Porter iPad app. As users flipped through the high-class lifestyle and fashion digital magazine, the super-sleek black and white Vertu video ad appeared as a new page of the magazine. Using lustrous footage, a clear call-to-action, and simple navigation, the user experience was exceptional - particularly in its integration with the luxury magazine as a whole. Because the video was broadcasted on a tablet, the expansive screen exemplified the Constellation’s exceptional materials and the remarkable craftsmanship of the phone. The Net-A-Porter video achieved an astonishing 24% click through rate, exceeding client expectations and slashing industry standards. Additionally, Vertu used Navteq-powered technology to geo-fence pinpointed affluent shopping areas to drive footfall into Vertu boutiques around the United Kingdom via O2 SMS, effectively boosting brand engagement and generating new sales for Vertu. With boutique-specific display ads, the highly relevant ads prompt users with options to call the nearest boutique, view its location on a map and to find the easiest route to a nearby Vertu boutique.*In order to view the Nokia campaign, please click on the Mobile URL 2 on an iPad. It will ask you to install the AdJitsu player app. Once you click "install" it will launch you right into the Nokia Lumia 800 demo. It is crucial that the judges see the 3D immersive advertising on an iPad to fully experience the technology.