SMS Campaign Boosts Profits For Cadbury

An SMS advertising campaign created by Flytxt helped Cadbury to enjoy a near record year in terms of profits and generated around 4 million responses in a two week period, according to Flytxt’s vice president of business development, Pamir Gelenbe.

Speaking at the SMS 2002 mobile marketing event Gelenbe announced that the campaign, which invited consumers to “text and win” achieved an overall response rate of 6% and allowed Cadbury to build a profile of its consumers’ purchasing habits.

Gelenbe explained that consumers were invited to enter a competition by texting Cadbury with a special code printed on the inside of chocolate bar wrappers. Each type of chocolate bar had a different code, allowing Cadbury to track exactly who was buying its products and when.

Commenting on the effectiveness of mobile marketing, Andrew Budd CEO of mBlox, said: “SMS is the ultimate direct response media, TV, Radio, FMGC brands are all poised to enter the market, which is about to explode. The age of SMS as a mass marketing channel with the potential to reach virtually all of the UK’s population is finally here.”

Also speaking at the SMS 2002 event, global youth marketing consultant Vijay Anand said that by the end of 2003 brands will be able to send SMS adverts containing sound and moving images (see SMS To Offer More To Advertisers).

Flytxt: 020 7841 6400 www.flytxt.com

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