On the recommendation of our Media Agency, Y&R Mediaedge, we used the HooHaa Advertising service to canvass potential students to attend an Open Day we were holding at Massey University Wellington at the end of August 2007.
The demographics used for our targeted audience were HooHaa members who were:
- based in the Wellington Region
- between the ages of 17 and 20 years
This demographic selection received the following HooHaa text message:
This TXT = yr Massey Wgtn Open Day PASS. Come & C us on Fri 24 Aug 8.30am-4pm. Show this TXT & receive a free bag! Don't be shy Pass it on!
The Open Day resulted in a very pleasing turnout with over 1300 attendees. We were able to randomly survey 114 people and of those surveyed, 11% mentioned they'd received the HooHaa text, with some stating it was the primary reason they had attended. In addition to this, these respondents mentioned that text was their preferred method of communication to them.
These positive comments and the response rate to our campaign reflect a good level of recall and reinforced to us that using HooHaa had driven a direct response to our advertisement. The viral nature of text messaging had also contributed overall to the success of our Open Day. Based on these results we would certainly use HooHaa again without hesitation and recommend it to others who are looking to drive direct responses.
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