Ford – SMS to e-mail

Background

Ford wanted to make it possible for readers of its advertisement for the new Ford Mondeo and Ford Focus to request a brochure directly via SMS. They also wanted to be able to use a database built up in this manner for telemarketing

How does it work?

In printed advertisements readers were asked to send an SMS message containing the word, MONDEO or FOCUS, to the number 4411. An SMS message was then sent asking them to transmit their street number and postcode. The street name and place was added to this information. The full address was then sent to each reader once again for confirmation. This information was simultaneously sent to the home to which the brochure was sent by post.

Outcome

There was an SMS and direct mail fulfilment application that yielded a demonstrable response from the outset that would otherwise not have been obtained based on a print campaign.