Problem How does a national clothing retailer connect with consumers who are active and on-the-go? Solution Communicate with consumers in an engaging and interactive man- ner with mobile technology. Background lucy is a lifestyle apparel company for women who value fit, style, and performance in their clothing. The typical consumer leads an active life and is difficult to reach with broadcast media. With the increase in media fragmentation, businesses are constantly looking for innovative ways to reach consumers and drive sales. An advertiser’s message needs to work harder to break through the clutter. Strategy In order to engage the target audience, the marketing team at lucy decided to use out- door in conjunction with a mobile marketing effort. Mobile phones and other handheld de

Join for free to read