The "Dematurisation" project, started by Orange and LG, inspired by an idea of F5 X- Media, has used the push Bluetooth technology in order to extend its advertising area. According to the data given by MV.com, over 15% of the 240.000 mobile phones interrogated by the server have successfully received the clip of the campaign.

F5 X-Media, with the help of its partners, ZOOM and Motion Vision Communication (MV.com), has transmitted via Bluetooth for 5 days (29^th November - 4^th December) the most interesting moments of the "Dematurisation" clip to all the metro travelers passing through the Piata Universitatii station. The best results were recorded on the 1^st December (the Romanian 4^th of July), when over 90.000 people accepted receiving the file on their mobile phones, and the highest scores were recorded between 17:00 and 21:00, interval at which approximately 35.000 mobile phones accepted to receive the clip daily.

The multi - media experience was complete: the travelers were informed by the ZOOM monitors that if they'd activate the Bluetooth option they'd receive a surprise on their mobile phone (free and independently of their mobile phone operator). The message contained a video file, which forwarded at the end to www.orange.ro/voltaj - the mini-site of the innovating campaign run by Orange and LG together with the pop band Voltaj (Voltage).

Lacking the intrusive character of classical advertising, the push Bluetooth technology has the advantage of direct interaction between the brand and the target. It was the consumer's choice if he would activate the Bluetooth option on his mobile phone or not after being informed by the ZOOM screens. Even more, the advertising message was perceived by the consumer as a means for entertainment: a video clip for his mobile phone.

ZOOM is the interactive television present in the metro stations of Bucharest, which is owned by Monopoly Media, the most important digital indoor advertising company in Romania, part of the Realitatea - Catavencu group.

Motion Vision Communication (MV.com), an advertising company that approaches the market in an innovative manner, offers complex communication solutions mixing unconventional approaches with multi - senses advertising.

Orange is the leading mobile phone operator on the Romanian market with over 10.208.000 clients, and is part of the France Telecom group, one of the biggest communication companies in the world, with over 177 million clients on 5 continents.

LG Electronics is a company that provides the premium in electronic devices and mobile phones, having in 2007 a business rate of 100 million euro.

F5 X-Media is the first creative company which focuses on the internet and unconventional cross - media services, and that organizes its own flock of websites in the Realitatea - Catavencu group, simultaneously with selling adjacent sites and other new media services offered by its partners.

Source: www.iqads.ro