The campaign for Sony BraviaTV was launched on R World, the Reliance owned WAP portal focusing on five million GSM users. It was promoted through WAP Banners followed by an SMS campaign with embedded links.

Reliance sent 700,000 SMS text messages to a cross-section of its subscriber-base over ten days, and achieved a 43 per cent conversion rate from 30,000 recipients per day.

The videos, between two and 3.5 minutes long and featuring international fashion shows along with Bollywood concerts and film clips, were all pre-rolled by a 15 second advertisement for Sony BraviaTV.

3rd Space provided the content and advertising support that enabled Reliance to deliver the clips free of integration and deployment costs. The firm automatically optimised video delivery to 558 different phones for maximum reach.

“Whilst many have been sceptical about the ad-funded model on mobile, the initial conversion rate achieved with Reliance is unique in terms of magnitude and response and supports our belief that ad-funded is the future for rich multimedia delivery,” said Warwick Hill, CEO of 3rd Space.

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“It is clear that consumers want content for free on their mobiles – whether they don’t want to pay or simply can’t afford to pay – while brands are eager to find the best way to target millions of mobile users.”