Abstract:

This paper describes how Gallup A/S and Mobilix A/S the telecom company planned a testing procedure for a rather unusual ad campaign. The authors explain how Gallup and Mobilix managed to devise a model for testing various kinds of different prints and spots keeping in mind the product and ad involvement the communication strategy and the building of a corporate image for a new Franco-Danish company. The first focus of this paper is on Mobilix’s unique communication and brand strategy including a rather characteristic media strategy. Moreover the positioning of Mobilix has been essential in this regard.