• by Mark Walsh  @markfwal, April 15, 2009

Armani has kicked off its first mobile ad campaign in partnership with The Media Kitchen and mobile ad network AdMob to promote the spring 2009 collection for its Armani Exchange stores.

The iPhone-focused effort carrying the tagline of "Instant Message. Instant Style" features text, banner and video ads that drive users to a mobile site where they can sign up for promotional text messages, find nearby stores, and view videos and images of the new spring line, or read the A/X blog.

The campaign builds on Armani's existing Text A/X initiative, which allows people to opt-in from the desktop Internet to receive text messages about new collection arrivals, exclusive offers, A|X events, and mobile downloads. The company said the mobile effort would allow it to connect with customers in a "timely, relevant and entertaining way."

Armani Exchange is the Italian fashion company's more affordable brand geared toward young urbanites. It operates 170 stores in 24 countries, with most outlets in the U.S.

The pairing of the iPhone and Armani Exchange seem like a natural fit since both sell the idea of affordable luxury. A study by comScore last fall found that the fastest growing segments of iPhone customers following the launch of the $200 3G model in June were those making between $25,000 and $75,000.

Armani Exchange is a client of New York-based* digital agency The Media Kitchen and its mobile campaign will utilize ad units developed by AdMob for the iPhone. As of February, the iPhone accounted for one-third of mobile Web traffic worldwide and half in the U.S., according to AdMob data.