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 2003
