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CASE STUDIES - Proximus
Their Communication Need
In the late nineties, Proximus was heavily promoting its SMS service in Belgium. They, however, had a multipart challenge. First, they needed to get a critical mass of people knowledgeable about the features and benefits of SMS. Then they needed to have their present customers configure their GSMs so that they could send and receive SMSs. Finally, in order to generate revenue from the service, their customers would have to want to send SMSs.
The Business Communication Solution
Proximus was already creating market awareness of SMS through other activities. In order to drive people to start to make the jump to actually using the service though, Morris & Chapman proposed an event-based solution. At 3 major consumer trade fairs / car shows there would be Proximus hostesses walking around. They would talk with visitors on the floor and encourage them to configure their phone and send an SMS to the Proximus booth. The people would then go to the booth and collect a T-shirt. This T-shirt would have a personalised message on it - the very same message that was earlier sent from the GSM.
Results
Over 10,000 people had their phones configured and received their personalized T-shirts. Many more learned about this project from the T-shirts (at the event and later) plus through the word-of-mouth of the attendees. The attendees, having learned how to configure a GSM, were able to configure their friends' & family's GSMs so that they could SMS each other.
This self-propagating process was reinforced by other Proximus marketing activities. It is therefore difficult to define the exact value of this just activity. Still, with very conservative estimates and if just the 10,000 T-shirt receivers are considered, then within a year there was a 300% return on investment. All ongoing sales, were "free" revenue as are the word-of-mouth sales these people encourage from their friends & family.
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