Lee wap site

Why a wap site: - The whole idea on creating a Wireless Application Protocol (WAP) site for Lee was to target the media where we can find our TG. Our first preference was the Online space but after a deeper study we understood that youngster of today spend a lot of their time using their cell phones. The primary use of a cell phone for our TG is for SMS. From our study we also found out that a good 30% + have GPRS connected and actively use this facility for content download. In India we have more than 42 million GSM users and more than 10 Million CDMA users, the A circle being Maharastra, Gujarat, A.P, Karnataka, T.N., Delhi, B’ Circle being Kerala, Punjab, Haryana, UP (E&W), Rajasthan, M.P., W.B & A&N , C’ Circle being H.P., Bihar, Orissa, Assam, N.E., J&K.
The sheer usage and the technological interactivity that this media give convinced us that mobile is the rite medium to tap our TG.

How did we go about it? : - We had the TG and we had our medium the next step was on what to communicate to the TG. After a small research that we did on two WAP sites (Yahoo and Mauj) wallpapers, themes, videos, games and applications were the preferred content downloaded. Hence we created exclusive Lee wap content in the form of Wallpapers, Themes, Mobile catalogue (where the user can see the entire seasons catalogue on his had set), fit finder application (a one of its kind application where you can choose your body structure, and a type of fit you want, the application will recommend the jeans for you) & a game.
The user could just SMS lee to 7007 and he would receive a link to go to the lee exclusive wap site. We have kept in mind that the content has to be refreshed from time to time to make the site livelier. The Lee WAP site has been advertised on offline mediums, mauj and yahoo wap sites. The communication was SMS lee to 7007 to get cool downloads or go to wap.mauj.com/lee on ur gprs enabled phone.

The Result: - The site went live on the 15th of September and we were expecting a download rate of 250 to 300 per day. The fist week we were averaging around 500+ downloads a day and finally after 3 weeks averaged 1,0000 + downloads a day.
As of now the Lee WAP site has a record of 150000 downloads across all applications with a current CPC (Cost per Contact of 8.3 Rs). The Wallpapers and Videos being the highest content downloaded. Apart from completing our objective of targeting our TG through a new age medium and reinforcing the communication by interactivity, Lee is one of the first brands to have an exclusive WAP site.
Have attached a link on the article that was carried out on agecnyfaqs. Lee - "Tapping youth on the move, the Lee way."
Link - http://www.agencyfaqs.com/news/stories/2006/10/03/16085.html_