As part of its Foundation Partner program, Sensis' digital media business MediaSmart® has partnered with Lexus to develop Australia's first Mobile Code campaign for a luxury brand.

MediaSmart Commercial Director, Mark Shaw, said Lexus' Mobile Code campaign demonstrated how mobile advertising could be cost-effective and easily integrated with traditional media.

"Lexus' campaign is an example of how the mobile channel can complement traditional media, adding deeper content, interactivity and improved reporting."

"Mobile Codes, in effect, enable traditional media to complete the cycle by adding a stronger response mechanism and the ability to evaluate specific executions and placements," Mr Shaw said.

The Telstra Mobile Code featured on Lexus' L'exhibition print campaign in The Australian Financial Review, daily metropolitan and selected regional papers. The code provided a shortcut through to a Sensis-built mobile site (AdSite) featuring click-to-call functionality and branded content downloads.

People were able to scan the printed code with their compatible mobile phone camera to access detailed information and images of Lexus car models. The mobile site also enabled users to call their nearest Lexus car dealer with one click.

Matt Joyce from TMS, Lexus's media agency, said the Mobile Code technology was a good fit with the progressive Lexus brand.

"Lexus owners tend to be tech-savvy and new media is proving to be an effective method of communicating with this market."

"We are very pleased with Lexus' first Mobile Code campaign and will be investigating other opportunities to integrate the technology into Lexus’ media schedule," Mr Joyce said.

Telstra Mobile Codes can be placed on most surfaces including newspapers, clothes, business cards, shop fronts, product packaging, billboards, bus stops, magazines, menus, TVs and computer screens.

Mr Shaw added that advertisers needed to develop accompanying mobile friendly sites to ensure consumers received the best experience.

MediaSmart and Telstra are currently working with a number of advertisers on Mobile Code campaigns, including Sony, Smirnoff and Lion Nathan.

About Sensis

Sensis is Telstra's advertising business and Australia's leading directories information resource, helping Australians find, buy and sell. Sensis delivers innovative and integrated local search and digital marketing solutions via print, online, voice and mobile channels to connect Australians 24 hours a day, seven days a week. Sensis' powerful, multi-channel portfolio provides an unparalleled local information source incorporating the White Pages® and Yellow Pages® directories; the MediaSmart digital advertising business; the Whereis® digital mapping business; the Citysearch® entertainment and lifestyle website; the sensis.com.au search engine; the 1234 operator-assisted, premium voice information service; and the accommodation website gostay.com.au. Sensis is also a partner in some of China's most popular websites including real estate and home furnishings website, SouFun.com; auto websites Autohome.com and Che168.com; and digital devices websites IT168.com and PCPop.com.cn.