New horizons with SMS via O2
Germanwings taps into new customer potential
In a mobile dialog campaign aimed at winning new customers, low-priced flights and the SMS newsletter were promoted using SMS.
Goal
A target group in selected, regional areas in Germany were to be addressed. The communication was to be made in an interactive SMS Push campaign that brings together online and mobile media. The SMS were to motivate customers to book flights on germanwings.com and to continue to take advantage of the offers from Germanwings with the support of a news flash service.
Communication
First, a customer target group was selected based on specifications from Germanwings. Selected customers then received SMS with information on the latest Germanwings offers and were directed to the website germanwings.com for booking. By entering a keyword, O2 customers could subscribe to a SMS news flash service with a free reply in order to stay informed of special rates from Germanwings.
Response
The SMS communication was able to provide a positive contribution to the success of the campaign. In view of the results, Germanwings decided to have the activities repeated.