Mobile Advertising Comes to Idle Screen in Asia

Honda campaign reached millions of AIS subscribers using Celltick's LiveScreenT Media

  • Mass scale campaign was aimed to raise brand awareness for Honda motorbikes
  • Interactive sponsored safety tips were broadcast daily to users' idle-screen
  • 3m unique impressions in 3 weeks, more than 100,000 users clicked to participate in a prize draw
  • 12 February 2007

    Honda has become one of the first global advertisers to unleash the power of the idle screen as a medium for mobile advertising. The company has recently completed a successful campaign that targeted millions of users of AIS, Thailand's largest mobile operator, and utilised LiveScreen Media, a unique mobile advertising platform created by London-based company Celltick Technologies.

    Honda-sponsored interactive content messages were broadcast twice a day, directly to users' mobile phones, but only appeared on their screens when they were idle. They contained motorcycle safety tips and instructions on how to save fuel. While these were valuable bits of information, the campaign aimed to promote the Honda brand and to raise awareness to its motorcycles. In addition, users were encouraged to click on the interactive messages and participate in a prize draw.

    The results have proven the ability of mobile phones to become a truly mass market advertising medium. Within 3 weeks, more than 3 million unique impressions, targeted at subscribers in the Bangkok area, were generated, more than 100,000 users clicked to participate in the prize draw - and receive more information from Honda. The motor company is now planning additional mobile marketing campaigns.

    Mr. Somchai Lertsuthiwong, Vice President Wireless Business of Advanced Info Service Plc. commented: "mLive! Powered by Celltick's LiveScreen? Media provided an immediate and interactive response platform to the advertising campaign. We are already working with additional advertisers on future mobile campaigns. The response from our subscribers has been very positive and we see mobile marketing as an important part of our future growth." Stephen Dunford, Celltick's CEO, added: "Mobile marketing needs to add value to subscribers. Honda and AIS have done so in this joint mobile campaign. LiveScreen? Media provides the platform to offer segmented, targeted sponsored content. The rewards are significant for both the operator and advertiser. Research indicates that marketing using the idle mobile screen is able to deliver 1,000 impressions for 5% of the cost incurred for the same number of impressions over TV, or for 25% of the cost of online impressions."

    About AIS

    Advanced Info Service Public Company Limited (AIS), a subsidiary of Shin Corporation PCL., is the established leader in Thailand's wireless communications industry after more than 15 years of services with its market share more than 50%. To date, AIS service network covers 795 districts (amphur) throughout Thailand, plus international roaming across in six continents. AIS has continuously enhanced and expanded its network in order to respond to the market and technological advances, whilst keeping abreast of consumers' growing demands and needs. It continues to integrate the latest in advanced technology and deliver more than just voice communication, with GPRS and EDGE technology. AIS strongly believe that wireless communications bring changes to the way Thai people live their life, regardless of who they are and what they do. With endless communications possibilities, the quality of life is better. Visit our web site at

    About Celltick

    Celltick Technologies is the world leader in idle-screen applications and mobile interactive broadcast. More than 38 million subscribers across over 20 operators worldwide already use the company's products. The company is headquartered in London, has an R&D centre in Israel and offices in India, Thailand, Singapore, China, Russia and Latin America. For more information please contact:

    © Copyright 2006-2013, Noventi LLC. All Rights Reserved..
    Noventi® is a registered trademark of Noventi LLC.