GSK Breathes Easily After SMS Success

Incentivated has released the results of the mobile response element of a TV campaign that it handled for GlaxoSmithKline (GSK). The pharmaceutical company is running its first mobile response TV campaign, for anti-congestion product Breathe Right. The text response element of the campaign attracted 25,000 text responses in two weeks, which shifted all available samples, halfway through the month-long campaign.
The national TV campaign, created by Grey and planned by MediaCom, ran on digital and terrestrial channels, including Channel 4, ITV and Sky throughout February. Viewers were invited to text in to receive a free sample of Breathe Right Nasal Strips. Respondents were prompted to submit their name, house and flat number, and postcode. These details were then sent to GSKs fulfilment house, which sent out the samples in the post.
The text call to action appears on screen for the last five seconds of the 20-second spot. The
message reads: For free samples, text BREATHE to 62233 to receive a free sample alongside
standard network rate. Having received their samples from the fulfilment house, respondents then receive SMS reminders to use the samples.
We were overwhelmed by the scale of response to this campaign, says Breathe Right Brand Manager, Lee Beale. It proves the power of mobile in connecting with our customers, and provides valuable customer data capture for ongoing marketing activity with these customers.
The campaign coincides with a report from the Mobile Data Association showing that SMS use in the UK grew by 38% in 2008 to reach 79 billion messages.