Digital advertising business MediaSmart has developed a mobile campaign that enables premium chocolate maker Lindt to engage with consumers in the lead up to Mother’s Day, one of the year’s most important buying periods for the confectionary brand.

The MediaSmart-built mobile site allows consumers to send a personalised Mother’s Day message, which their mothers can then save as a mobile wallpaper.

MediaSmart’s Commercial Director Mark Shaw said the campaign, which was developed in conjunction with Universal McCann, was a cost-effective way for Lindt to interact with consumers who are about to make purchasing decisions for Mother’s Day.

“The viral nature of the campaign not only allows Lindt to interact with sons and daughters, but also with their mothers.

“This is strategically important as mothers are often the main grocery buyer and, in many cases, are also making their own Mother’s Day buying decisions.

“Consumers can also share the site with a friend, adding a further viral element to the campaign.”

Banner advertising is running across the BigPond mobile portal, which has around 1.7 million active unique users a month, to drive traffic to the Lindt site.

The campaign will run until Mother’s Day, 10 May 2009.

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.