m-send, the UK’s leading provider of mobile phone solutions, has been appointed by Stream to fulfil Nissan’s pan-European “Snow Added Value” interactive mobile campaign.  The campaign targets the key markets of France, Germany, Italy, Switzerland and Spain and aims to build brand awareness of Nissan across the region.

Starting on 21st  January, and running for 14 weeks, consumers in resorts across the Alps will be given the option to receive a video guide to the resort’s key pistes.  Consumers will be contacted, via Bluetooth, and asked whether they want to receive content from Nissan giving a guide to the piste ahead.  If opting in, a Nissan branded message with piste information is sent directly to their handset.  The materials will be remotely managed by m-send, via the internet. 

Posters located in key areas on the slopes, such as at ski lifts where there is high “dwell time,” will inform consumers of the service and how they can opt in to receive content from Nissan.  m-send’s role involves optimising the content, scheduling and sending the content directly to the phone.  Customers who have opted in will be offered the opportunity to view further runs at key points on the slopes, while those who decline will no longer receive Bluetooth invitations.

Chris Astle, managing director of m-send, comments: “Activities such as these help raise brand awareness and offer customers a fun, useful and interactive experience. 

“We are very mindful not to intrude on customers who do not want to receive messages, however we believe that when opted in such mechanics offer real value to both the consumer and business alike.

M-send was appointed directly by Stream, Nissan Europe’s retained creative agency, after a 6 week competitive pitch.  The win comes on the back of a successful 2007 for m-send which also saw appointments by HBOS, Halfords, Mattessons, GHD and Tigi.