Enpocket Secures Vittel For Marathon SMS Campaign

Mobile marketing group, Enpocket, is to launch a major SMS ad campaign to promote Vittel natural mineral water ahead of the London Marathon.

The campaign, which is designed to raise Vittel’s profile as the official water supplier of the event, will invite consumers to text to enter a draw to win a round the world holiday for two.

Commenting on the campaign, Johnathon Linner, chief executive of Enpocket, said: “This major new promotion for Vittel simply demonstrates the capacity and flexibility of the Enpocket engine for all types of text response activity, whether off pack or off other media. We are delighted to be working with Vittel on the campaign.”

Aoife Burnell, marketing controller of Vittel, added: “We saw this mobile marketing promotion as a great way to strengthen the association of the Vittel brand with the London Marathon.”

Recent research from Enpocket revealed that SMS is the most effective direct marketing tool. Around 15% of consumers respond to SMS text messaging marketing, with this figure rising to around 46% of recipients for the best-performing campaigns (see SMS Is Most Effective Direct Marketing Method).

However, the increasing proliferation of mobile marketing has posed problems over how the industry should be regulated. In an attempt to tackle this problem this week the IPA publishished a new set of guidelines on SMS marketing (see IPA Publishes New Guidelines On Mobile Marketing).

Enpocket: 0207 404 2090 www.enpocket.com

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