HEMA – Direct SMS

Background

Hema Nederland is a mobile virtual network operator (MVNO), operating on the KPN network, and has been offering mobile phone services under the brand name Hema Mobiel for some time now.

How does it work?

In order to send a personal offer to the target group of prepaid mobile callers in the age group 16 to 25 years during a national campaign, 50,000 people were selected from the HotSMS database to receive a direct SMS message containing a prepaid offer.

Outcome

During the promotional week, in which the direct SMS messages were sent, substantially more prepaid plans were sold than in the case of regular campaigns.