The prize is an all-expenses trip to the Spanish capital to see the Real Madrid play and explore the city. Emails sent to men emphasise the former ingredient while those sent to women focus on the city and its style.
The shop was launched in early September. Siemens Mobile was recently sold by Siemens to electronics manufacturer BenQ, which is allowed to use the Siemens Mobile brand for 18 months from October 1 and is planning to phase in new BenQ mobile branding from spring 2006.
Charlie Mitchell, brand marketing manager for BenQ Mobile, said: "Knowing that the future of handset sales will be very much focused on repeat purchase, strengthening our relationship with the consumer is fundamental. As part of that process, it's key that we engage the youth audience because within the sector they represent a large market share."
An additional aim is to gather new data, according to Robert Goldsmith, managing partner of Spinnaker.
"Even at this early stage, we have put in place a sophisticated data-gathering strategy that allows us to prompt data-capture questions unique to the individual," he said.
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