Background

Singapore Tourism Board, the government supported organization for marketing Singapore as a holiday destination, wanted to promote Singapore as the ideal Christmas vacation destination. Using mobile interactivity as an integral part of the creative national television and print campaign helped achieve this.

Objective

1. Tactical promotion to drive traffic to Singapore by offering discounts & freebies to participate through the contest
2. Drive brand salience for Singapore Tourism
3. Give consumers a convenient and instant medium to interact with the brand

Solution

A SMS based contest element was added to the television and print campaign. Consumers were asked to simply SMS XMAS to the short code 3636 for the chance to win fabulous prizes including holidays.

Results

Over a 4 week period the campaign generated over 8000 SMS responses.