Tell us about the famous Gillette Campaign – how did that work ?
Gillette asked AirCROSS to develop an innovative campaign to promote the launch of its new product, the “Fusion” razor. As an initial step we extracted the appropriate target group from the entire database of “opt-in” subscribers of SKT in order to communicate effectively through this mobile tool. Then we sent push SMS, MMS and MOA messages to a selected group of 1.2 million people. The response mechanism was a confirmed call button that connected to Gillette’s landing WAP page, where they could download a coupon for a free sample. And what were the results? 491,423 people visited Gillette’s mobile WAP pages, a whopping 40% response. And 240,000 people downloaded the coupon and received a free sample of the product distributed nationwide through CVS. This response rate was phenomenal and the campaign was a huge success, greatly exceeding the expectations of the client. Sounds fantastic. Aren’t there any privacy issues? Well, we don’t get all the information from the operator, we can on
