The Vivagotchi, a cool, cheeky and cute Tamagotchi is created as a character for the mobile phone. It is produced as a sound file. More than 75,000 14 to 18-year-old girls are invited via text message to adopt the Vivagotchi for five months in this multi-sequential campaign. Over this period the Vivagotchi appears once a month on the mobile with new seasonal style games, tips, horoscopes, personality tests and adventures relating to haircare. At Easter the Vivagotchi sends an Easter bunny greeting card, which can be directly sent on to friends’ mobile phones.

The Vivagotchi’s high emotive appeal ensured a strong and consistent customer commitment with an average response rate of 20% over the different stages and a very low drop-out rate. Independent market research showed that the buying intention and awareness of the product significantly increased over the course of the campaign. Customers judged the campaign to be fun, entertaining, new and cool thereby increasing the product’s overall attractiveness. Wella will launch a second Vivagotchi campaign this year following the big success of last year’s mobile campaign.