Enpocket, the mobile marketing solutions provider, and ad agency cdp-travissully have teamed up to produce an innovative, upmarket SMS campaign for the Netherlands Board of Tourism through 135 Caffé Nero outlets and inserts in the Guardian and Independent newspapers in the London area.
The campaign focuses on 'Girl with a Pearl Earring' - the new film adaptation of the best-selling novel inspired by Vermeer's enigmatic 'portrait of a girl' at the Mauritshuis in The Hague. The film, which stars Colin Firth and Scarlett Johansson, breaks nationwide on 16th January.
'The idea behind the campaign' says Trevor Heley, Deputy MD of cdp-travissully, 'was to exploit the interest generated by the book, and now the film, among urban professionals for short breaks to Holland. We are delighted to be running this activity in association with Caffé Nero, whose outlets provide an ideal environment for reaching this audience.
More than 300,000 postcards have been distributed through the cafés and broadsheets, offering an instant 'text to win' for tickets to the film and entry in a draw for a 3-night break to The Hague to see the real 'Girl with a Pearl Earring''. The promotion mechanic, which uses a 25p premium rate, cross network short code, invites people to text 'Pearl' to 61161 to find out if they are a winner of a ticket to the film. The Enpocket Engine instant draw mechanism then sends a return text telling them if they are a winner and confirming entry to the short break draw. An opt-in database is also being built through the promotion for future offers re travel and short breaks to Holland.
Jeremy Wright, co-founder of Enpocket, said: 'This campaign demonstrates the simple fact that the use of text as a response mechanism is as relevant when targeting older, higher-end audiences as it is with younger mass-market audiences. As the most recent Mobile Media Monitor (October 2003) from Enpocket Insight showed, more than 9 out of 10 mobile owners 25-44 are now active text users.'
Enpocket provides all that marketers and agencies need to use, learn and profit from the benefits of mobile marketing. Since its inception in 2001, Enpocket has led the market in defining how mobile marketing is best deployed, setting standards and delivering 100s of successful campaigns. Enpocket tailors advertising, promotion and CRM solutions from the following core offerings:
Enpocket Engine - a comprehensive 'carrier-grade' technology service facilitating all types of mobile interaction, database and campaign delivery requirements (SMS, MMS and WAP). Enables matching of personalized marketing content with consumer preferences and integration of a low-cost wireless contact strategy with more traditional marketing channels such as mail, call centre and direct response advertising.
Enpocket Media - the principal buying point for quality, opt-in mobile inventory and the only media service to be independently audited by ABC Electronic. Media owners Enpocket represents include Emap, O2, NHS, Wegener, Premium TV, Lycos, Leap and Claritas.
Enpocket Insight - the only research and analysis service to have mapped broad scale consumer acceptance and branding/response performance across 200+ mobile campaigns. Mobile Media Monitor provides quarterly insight into the changing patterns of consumer mobile data usage across international markets.
Use of mobile can enhance almost any marketing programme, whether driving sales, developing loyalty or saving costs. To learn more see www.enpocket.com <http://www.enpocket.com>. Enpocket has offices and personnel in London, New York, Los Angeles and Palo Alto.
cdp-travissully is a fully integrated agency whose strength lies in building brands on and off line. David Wethey described it as "The most integrated agency in London". cdp-travissully was also voted one of the UK's Top Ten creative agencies in a poll of Marketing Directors organised by Marketing Week.
Published on: 12:00AM on 12th January 2004