Bushel

Background

O2 wanted to increase awareness, acceptance and usage of Business Text Messaging, a product that enables customers to send multiple texts from a PC and manage them just like emails. SMS can be the most effective way of getting important messages across. It is ideal for both external and internal communications as messages can be sent almost instantly to any mobile handset on any network to anyone with a mobile.

Idea

Email is the easiest and cheapest way to communicate from one to many but is only effective if everyone has the ability to check their emails on a regular basis and when they are not in the office. As almost everyone has a mobile, sending an SMS can be the most effective way of getting important messages across, but it is cumbersome to have to SMS many people at once. Texts are difficult to ignore as many people are compelled to check them right away. archibald ingall stretton's creative proposition was 'wherever they are, they’ll get the message with SMS'.

The agency created a very large A1 mailpiece that folded down to A4 for posting. Upon unfolding, the paper read in large lettering, 'It’s hard to miss a text message', the body copy reinforcing the ease of use and featuring a strong call to action

Results

The campaign achieved 104 strong leads with one big win. Overall there was a 22% response to follow-up.

Target Audience

6,000 Decision Makers in large Corporates (more than 100 employees).

Size

6,000 mailings, 459 follow-up calls

Our Thoughts

‘Wherever they are, they'll get the message with SMS’, was the proposition. This doesn't exactly dramatise the ‘wherever’ bit but it is a clear demonstration of the benefits of using SMS to those IT directors who usually rely on email. SH