The PC-based system, branded yp, enables advertisers to schedule and tailor-make their own SMS campaigns aimed at targeted audiences.
“This is a web-based tool where advertisers can create and manage their campaign entirely themselves. It produces easy and secured database management for clients, as they can just copy and paste their own database for their own SMS campaigns across all mobile operators and not just from PCCW,” explained Lindsay Servian, MD of advertising and interactive services at PCCW.
The charges system offers up to 100 SMS messages for HK$0.85 (US$0.11) without reply and HK$0.90 with reply. Rates becomes cheaper as the number of requested SMS messages increase.
“SMS is a highly engaging advertising format as almost everyone has a mobile phone. People do want to get useful information but targeting is critical - advertisers who abuse the system would simply hurt their own brand as they are using their own database,” stressed Servian.
PCCW tasked boutique agency BLOOD and media partner Maxus to promote the service with print ads in Apple Daily, online banner ads and a TVC on now TV.
“This is a web-based tool where advertisers can create and manage their campaign entirely themselves. It produces easy and secured database management for clients, as they can just copy and paste their own database for their own SMS campaigns across all mobile operators and not just from PCCW,” explained Lindsay Servian, MD of advertising and interactive services at PCCW.
The charges system offers up to 100 SMS messages for HK$0.85 (US$0.11) without reply and HK$0.90 with reply. Rates becomes cheaper as the number of requested SMS messages increase.
“SMS is a highly engaging advertising format as almost everyone has a mobile phone. People do want to get useful information but targeting is critical - advertisers who abuse the system would simply hurt their own brand as they are using their own database,” stressed Servian.
PCCW tasked boutique agency BLOOD and media partner Maxus to promote the service with print ads in Apple Daily, online banner ads and a TVC on now TV.
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