H&M – Direct SMS

Background

H&M launched a Karl Lagerfeld collection in its shops. This collection was launched by means of a television commercial lasting five minutes, which was broadcast on all of the commercial stations at the same time.

HotSMS sent a direct SMS message to a selection sourced from its database, in which the commercial was announced but no mention was made of the fact that it involved H&M or Karl Lagerfeld. At the end of the commercial a second SMS was sent, calling for people to go to an H&M shop to buy the Karl Lagerfeld collection.

Outcome

This marketing campaign was a resounding success. The entire Karl Lagerfeld collection was sold out in one day. All media carried reports of the campaign the following day (on news bulletins, in the newspapers, on the radio and so forth).