BRUT scores major hit on Adshel mobile

Pharmacare’s BRUT became the first FMCG product to run a campaign on Adshel’s Bluetooth network in March. People passing-by selected Adshel locations in Sydney and Melbourne were invited to download a short clip to their mobile featuring one of five different “Man codes” which focused on innate behaviour patterns that ”real men” live by. The campaign exceeded expectations when 25,000 clips were downloaded over two weeks, representing an opt-in rate of 27%. As well as being a success for BRUT, the opt-in rate showed the growing consumer interest in interacting with the Adshel network. Opt-in was twice as high as Adshel’s initial, similar weighted campaign 6 months ago. With more than 600,000 handsets detected, the campaign delivered 4 times the reach of earlier results.