British Red Cross

Adding an SMS keyword to any advert increases the direct response rate – people who would never call will text. The Red Cross wanted as many people as possible to request a brochure about simple first aid. So the first thing Plus Telecom suggested was adding in a keyword to their outdoor media campaign. All people had to do to receive a brochure was text the keyword, along with their name and address, to a Plus Telecom short code.

The great thing about text requests for information is that they cost nothing to receive (unlike calls, which need to be answered by a member of staff). They also arrive in an editable spreadsheet (unlike written requests) so they can be mail merged instantly. The Red Cross found they spent far less time on compiling contact details to get their brochures out the door – and, of course, they saved money on the administration of the campaign, which could be put to far better use.