Nexxus Goes Mobile

NEW YORK Nexxus is launching a campaign that marks the first time the brand has used mobile media as part of a major marketing push.

The effort ties into New York’s Fashion Rocks, a fashion and concert event that will be broadcast Sept. 7 on CBS with acts such as Aerosmith, Avril Lavigne, Jennifer Lopez and Maroon 5. The event is a Conde Nast Media Group Production and is sponsored by Chevrolet, Citi, Dillard’s, Nexxus and Revlon.

“This was another medium we wanted to use to try to get our message out to consumers who are always on the go, providing content they are looking for,” said Bob Rupczynski, director of interactive at Nexxus’ parent Alberto-Culver, of the mobile component.

Aegis Group’s Carat created the “Personal excellence” campaign; Neighborhood America engineered the mobile portion. The overall cost: just $10,000.

Nexxus linked with several of Conde Nast’s fashion titles, including Allure, Glamour and Style for the print ads. These feature Elle MacPherson sporting four different glam rocker hairstyles: sleek sophisticate, luxurious curls, glamorous waves and rocker-chick volume. Each magazine’s site will also feature the promotion.

Additionally, a microsite was created on with MacPherson wearing each style and a step-by-step guide on how to achieve those looks.

A key for Nexxus is that the mobile component spreads across all of the campaign elements: the fashion magazines, Web, subways, billboards and TV, said David Rippetoe, director of business development at Neighborhood America. “It’s all an opt-in experience,” he added, in that consumers can choose, at the standard text message rate, to dial-in to get style advice.