Unilever Brazil is running a mobile ad campaign to enrich the marketing mix of its Rexona Invisible brand.

Created by ad agency CUBOCC, the ad campaign is running on the Hands mobile ad network, which includes mobile sites such as Rolling Stone Brazil, Reuters and Nintendo World, as well as many other newspapers, magazines, sites and blogs. By clicking on the banners, consumers can download exclusive content from Unilever's international Detective Stripes campaign according to their device model.

"Big advertisers like Unilever require excellence in execution to reach their audience," said Edison Maluf, sales director for Hands, Sao Paulo, Brazil. "Our mission is offer the best opportunities to deliver the best results.

"Hands has many different channels and different audiences," he said. "Our network can reach many profiles such as executives, women, geeks and many others.

"It's a matter of choosing the appropriate publisher for each target."

Unilever is a British-Dutch multinational corporation that owns many of the world's consumer product brands in food and beverage, cleaning agents and personal care products.

Hands, a 10-year-old company specialized in mobile marketing and advertising, is focused on the mobile Internet in the Brazilian market.

Hands' mobile ad network has around 300 publishers.

These include Brazilian newspapers and magazines such as O Globo, Estadão, Valor Econômico and Rolling Stone in Portuguese.

Hands also features segmented channels such as business (AdNews, Resseler Web), sports (Futebol Total, Webventure, Webrun), local services (Climatempo, Maplink), technology (IDGNow!, IT Web, PC Magazine, Webinsider), style (Netmovies, RollingStone) and others.

The target demographic of Unilever's Detective Stripes mobile campaign is men 18-34 years old.

Consumers can interact with video and download wallpapers related to the Rexona Detective Stripes campaign.

Hands' platform automatically recognizes each consumer's mobile phone type and adjusts the banners and sites to it.

The campaign is available for more than 2,000 different devices, including Apple's iPhone and Nokia handsets.

The content available for Unilever's mobile campaign are wallpapers, video and the Detective Stripes game.

According to the features available on each consumer's mobile device, the user can access one or more of these options.

The advergame is available on Java-enabled handsets. The best players win Rexona prizes.

"When we were implementing the action in Brazil, we decided to create a mobile advergame to propose and enhance a new kind of audience engagement," said Domingos Secco Junior, digital channels manager for CUBOCC, Sao Paulo, Brazil. "The prizes weren't supposed to be something relevant or expensive.

"We've preferred to deliver products kits for the best players, because the idea of mobile game is to deliver rich, fun content that can be accessed at any time by the consumers," he said.

The Detective Stripes campaign to promote Unilever's Rexona brand has a regional focus on Latin America.

Besides actions on mobile portals, Unilever invested in an online campaign, which included a daily YouTube homepage insertion with an exclusive video about the game.

"Hands was a very obvious choice, because it is one of the main mobile media players in the country," Mr. Secco said. "We've reached our target -- males 18-34 -- very efficiently in the young and technology channels.

CUBOCC is the digital media agency for Unilever's Rexona, Axe, Closeup, Clear, Kibon, Knorr and Becel brands in Brazil and is planning a mobile strategy for all of them.

"Unilever, as one of the biggest advertisers worldwide, is always searching for innovative actions," Mr. Secco said. "Right now, mobile advertising is one of those media opportunities that can't be out of the marketing mix."