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On-line strategy and content agency Amas said that the campaign generated a response level of 18 percent. This, it said, is twice the average success rate for comparable e-marketing campaigns and more than six times the success rate for similar off-line campaigns.
According to Amas, the aim of the campaign was to create interactive relationships with teenagers and to draw them into the ESB Web site. "We targeted teenagers who had taken part in coaching courses run by the Irish Basketball Association, so we knew they already had an interest in basketball," explained Maeve Kneafsey, joint managing director of Amas.
Kneafsey added that the campaign began with a postcard entry campaign, and respondents were then invited to participate in an SMS competition, ESB Power Dunk. This linked to the ESB's basketball microsite, which contained content such as an interactive game, downloads, e-cards and insider information on international and local basketball players.
As a result of the campaign, the ESB has created a permission-based database, which it plans to use to send basketball updates to this audience. Part of the objective of the initiative was to help the ESB deepen relationships with a key customer group as it prepares for the deregulation of the electricity market.
Marketing via SMS is a relatively new phenomenon, and a recent report from IDC has cast doubt on whether it will have long-term value. According to the research group, mobile users may increasingly ignore mobile advertising as its novelty wears off.
Kneafsey admitted that such as risk does exist, but said it could be avoided if e-marketing campaigns are handled correctly.
"There is always a chance e-marketing could go the way of direct marketing, which has suffered in recent years, particularly in the US, by its over-use. But, if we don't abuse the mobile audience by not bombarding them with messages and make sure we have their permission before sending them such messages, then I think it will continue to have a life," she commented.
"For instance, the success of the ESB campaign was due to the fact that we sent messages to the right audience, didn't text them frequently, and gave them relevant and specific information," added Kneafsey.
Amas was established last year by former media executives Kneafsey and Aileen O'Toole.
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