Levonelle contraceptive pill maker launches text service
LONDON - The maker of the emergency contraceptive pill Levonelle is launching a SMS service, allowing women to send a text message to find out their nearest pharmacy.
The service and campaign has been developed by mobile marketing agency Incentivated, for Schering Health Care.
Women in need of the contraceptive pill can text their location to a short number. They will then receive an immediate response, detailing the three closest Levonelle stockists.
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Press adverts will be rolled out in the Metro and London Lite to promote the initiative, as part of a three month long campaign. Universal McCann planned and bought the media.
Robert Thurner, commercial director at Incentivated, said: "This campaign illustrates how forward looking brands can exploit the unique strengths of mobile in serving up time and location sensitive information whilst respecting people's intimate relationships with their handsets.
"In this case, the mobile option spares Levonelle users the potential embarrassment of getting caught browsing the website in public."
Incentivated specialises in mobile marketing and has developed similar text-response campaigns for British Airways, Hilton Group, OneTel, Scottish Power and Macmillan Cancer Support.
Levonelle: new mobile marketing campaign
Tags
- Universal McCann |
- B to B |
- Pharmaceuticals OTC |
- Telecoms and IT |
- Schering |
- Mobile Media |
- Marketing |
- Media |
- DM Agency |
- Incentivated |
- United Kingdom |
- FMCG |
- Europe
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