Orange and Enpocket were awarded for their two-way SMS campaign to drive subscriptions to Orange’s Open Access mobile Internet service in the ‘Email / Mobile’ category at the annual DMA Awards 2003.
Enpocket, the leading provider of mobile media and technology solutions, becomes the first company to receive an award from the DMA for a mobile marketing campaign.
More than four out of five mobile owners now use SMS and the 14% response rate from the Orange Open Access campaign underlines why so many companies are opting to use mobile as a core customer communication medium.
Mobile handsets and services are becoming more sophisticated and Orange wanted to encourage consumer uptake of its mobile Internet services. In response it launched a major SMS programme that offered customers a free trial of Open Access and asked them about the content they would like to view.
Using the Enpocket Engine, Orange was able to segment responses from the customer base and send targeted messages with links that directed customers to relevant mobile Internet content, such as film, ringtones or football.
“Enpocket and Orange have pioneered the use of mobile marketing to drive customer awareness and understanding of new services, and this award shows that the medium has come of age as a CRM and direct marketing tool,” said Peter Larsen, General Manager, Enpocket Europe.
Enpocket clients include: Levi’s, Nike, McDonalds, BBC, Volvo, HSBC, NHS, Vodafone, Fox, Honda, Sony, Universal Pictures, Expedia, Warner Brothers, T-Mobile, Cadbury’s, Coca-Cola, P&G, JCPenney, KFC, O2, Doritos, HP, Fidelity, GM, CompUSA and Mastercard.
© Enpocket 2003
