Case study: Free samples sent out via SMS

Mediaburst won the Durex campaign because it knows how to design and implement real world mobile marketing campaigns. It's ahead of the curve in terms of knowledge and expertise and delivers results

Ruth Gresty, Durex's Senior Brand Manager

Strengthening its unique bond with sexually active partners, Durex recently introduced its exclusive Play range comprising vibrators and lubricants to add an extra dimension to their love life.

Durex’s Play campaign included TV ads, which offered viewers the chance to text for a lube sample. All they needed to do was to send a text with the keyword PLAY to shortcode 87103. All texts were charged at 25p plus the cost of a standard text message.

Ruth Gresty, Durex’s Senior Brand Manager, comments: “We believe using SMS as a medium for sample requests is the way ahead. It’s the easiest and most effective choice for potential customers to trial a product before purchasing.

Gresty explains: “Most people have their mobile phone on and close to them when watching TV, which means it’s easier to respond immediately to a TV ad compared with phoning a number, firing up a computer to access a website ,or sending mail.”

She adds: “Play was Durex’s first use of text in a major nationwide lauch and its success means that we are now looking at other SMS initiatives with Mediaburst to better engage and interact with consumers.

“Mediaburst won the Durex trial because it knows how to design and implement real world mobile marketing campaigns. It’s ahead of the curve in terms of knowledge and expertise and delivers results,” says Gresty. “That’s why Durex recommends Mediaburst to any brand adding SMS to the campaign mix.”

Compared with phone, post and web alternatives, more and more brands are turning to SMS to better engage with consumers. Like Durex, Kellogg’s and Nurofen, they are getting significant increases in response rates to television and print ads.

And thanks to Mediaburst tools such as mobile number validation, promotions are being delivered to the correct number at the right time thus ensuring an excellent customer experience. They also stretch the budget by minimising campaign costs.