TXT4 launches collaboration with STV for mobile division

by Joanne Payne Brand Republic 16-May-07, 14:45

LONDON - Mobile technology company TXT4 is to collaborate with STV Sales, a division of the ITV franchise Scotland Television, to launch a mobile division, which will offer text-based services to the Scottish media market.

Using TXT4's technology STV be able to provide mobile short codes for clients, to feature across their above and below-the-line campaigns. Consumers can then immediately text in to request more information, choosing to enter into a SMS, email, postal or call-back conversation.

Graeme Pattullo, sales director at STV, said: "The launch of STV mobile is the next stage in the development of our 'beyond the spot' proposition to advertisers and agencies, following the launch of STV.tv last year. STV mobile provides the opportunity to make interactivity a realistic addition to a significant number of regional and local Scottish advertiser campaigns.
"We look forward to the results and the new relationships this will allow us to develop within the Scottish market."

TXT4 was established in 2002 by ex-Ogilvy Interactive advertising executives. Its services are used by over 200 brands, to measure, manage and optimise response to their advertising campaigns. Clients include American Express, Vauxhall, General Motors, RBS, Oxfam and the COI.

Tim Carrigan, TXT4's chief executive, said: "Enabling consumers to respond by mobile ensures you capture the maximum levels of consumer interest in your campaigns: by providing people with a quick, convenient and cost effective way to respond, they can engage with your brand from anywhere, at anytime."

Bravissimo reports success for mobile marketing push

by Joanne Payne Brand Republic 10-May-07, 15:25

LONDON - Mobile was the main response driver in lingerie retailer Bravissimo's latest national advertising campaign, which went live in March.

Bravissimo's TV ad featured phone and website prompts, as well as the text number; however, SMS proved to be the most popular communication channel for consumers, with SMS requests accounting for 45% of total responses.
Promoting its spring and summer mail order magazines, the press, TV, radio and direct mail campaign, carry a SMS prompt provided by mobile technology company TXT4. Consumers are encouraged to request a brochure by texting the specified keyword "Curvy" to 64118.

Jo Lee, marketing director at Bravissimo, said: "Assigning a unique keyword to each advertising placement across all media channels enables us to see exactly where leads come from to help determine how successful each has been in generating response. Profiling respondents gives valuable insights into the types of consumers we're successfully attracting and also allows us to better analyse the impact of individual TV and radio spot times."

Tim Carrigan, chief executive of TXT4, said: "Of the 230 major brand campaigns we currently manage, from global automotive manufacturers to travel companies, 80% of them use SMS for handling brochure requests. Not only does this capture consumer interest at the very point they see the advertising, but automating the process provides high quality data capture while significantly reducing handling costs."

TXT4 was established in 2002 by ex-Ogilvy Interactive advertising professionals. Its services are used by over 200 brands, to measure, manage and optimise response to their advertising campaigns.

It has a client base that includes American Express, Vauxhall, General Motors, RBS, Oxfam and the COI.