Colour Catcher, a brand of Spotless UK, was re-launching its Colour Catcher Laundry Product and required a fast and effective tool to build credibility, and to generate product trial, in order to drive its sales in the long term.
The product works by absorbing colour released during the wash process to prevent it dying other items in the same load. This was the first TV advertising campaign for the brand.
MIG developed a direct response free sampling SMS campaign to support the re-launch of the colour catcher product that aired on multiple TV channels within the UK. Viewers were given the opportunity to request a free sample, during the 30 second spots, by sending an SMS to a specific short-code. In response, each consumer received an SMS asking for their address details and thanking them.
The campaign ran for 4 weeks starting on the 11th June 07 and was powered by MIDAS™ - MIG's high-capacity, high volume Mobile Interactive Delivery Application Solution.
in conjuction with ITV Sales
During the campaign there was a general sales uplift of 300%. Post campaign sales stable at 60% over baseline
Post-campaign research showed 54.2% of consumers who received the sample through the SMS mechanic went on to purchase, of whom 89% of them declared that without receiving the sample they would not have bought it.
The campaign was unsupported by any trade activity, thus the entire sales uplift can be attributed to the combination of the TV Ad and the mobile activity.
In addition, detailed campaign analysis provided Spotless UK with:
Results to ensure much better trade support for upcoming campaigns
Data on sales uplift per TV channel, enabling Spotless to redefine target media and optimize future media investments.
Charts to measure efficiency of all TV channels involved in the campaign, plus analysis of the best performing spots, day-parts and geographical regions
