Students start lifelong brand associations at university - so our mission was to make Orange the natural choice for an even greater percentage of this chunk of the population. To do this, we launched a clear, relevant message across a range of direct channels, promoting the in-store offer of an HMV gift on purchase for all students.
Getting the (text) message across
This meant that any student who bought an Orange mobile was rewarded with a £20 HMV gift voucher, which they claimed with a redemption code received by SMS. This code was entered on a microsite which was integrated with ESP to enable personalised emails and e-wallets for customers.
So, a brand new phone, a £20 reward for buying it and a website that you’re on first name terms with. If you want to create an equally fantastic user experience, you know who to call.
Getting the (text) message across