MIGs Messaging platform delivered 4.75 million mobile interactions for Comic Relief
In 2009, an extraordinary £7.8 million was raised for Red Nose Day through £1 and £5 text donations – contributing to the incredible £59.2 million raised. It was the first time the public had been able to text knowing that every penny would go to Comic Relief, thanks to mobile operators waiving their usual fees and the Treasury confirming that because of this no VAT will be charged on these donations.
Mobile Interactive Group (MIG), in collaboration with Buongiorno, the multinational leader in mobile content and digital entertainment, powered the SMS donation channels for Red Nose Day 2009.
The line to text a £5 donation by texting ‘YES’ to 66609 opened on 2nd March and was promoted during the ‘The Big Red Nose Climb’ documentary and on the night of TV on 13th March. The £1 text donation launched on 27th February and was promoted on BBC Radio 1, inviting listeners to show their support for the nine celebrities climbing Mount Kilimanjaro by texting ‘CLIMB’ to 88808 to donate £1. Both donation lines closed at midnight on 31 March 2009.
Emma Freud, Trustee of Comic Relief, said: “The extraordinary commitment of the mobile industry to this year’s campaign has been astonishing – helping us to raise a staggering £7.8 million through mobile text donations – An outstanding success!”
