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Whirlpool uses mobile marketing to promote latest washing machine

21-January-2005
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Whirlpool uses mobile marketing to promote latest washing machine

As its latest marketing initiative, Whirlpool has tied up with Mobile2win to promote its new product – Whirlpool Sensation, a multi-featured washing machine.

A huge print campaign in all leading dailies across the country has been put out which uses an SMS pull mechanism. Those looking for a demo, have to simply send an SMS to 8558, reading ‘WPL’ with their name. The response mechanism is only via SMS. From the call centre of Whirlpool, a customer service executive gets in touch with respondents and organizes for a demonstration at the doorstep.

“This is the first time in the white goods category as a standalone SMS promotion. With this unique Whirlpool campaign and with the overwhelming response, we expect the category to grow, considering the fact that the category has large spenders,” says Rajiv Hiranandani, country head of Mobile2win.

Anup Jain, marketing manager (fabric care) of Whirlpool, says, “We were confident that we would be able to generate sufficient curiosity in the minds of the well-heeled consumer with our print campaign in premium magazines and dailies. However, on comparing the other routes, we found that sending an SMS to 8558 was the perfect way for this customer to let us know she is interested in a demo. We have received an overwhelming response that consists of genuine prospective buyers, many of whom have changed their decision to buy competition.”

The ads have appeared and would continue to flash in HT, Mid-day and TOI. The campaign is on till February 15. Also, there is a special Promotion for Hutch Alive subscribers (service under which the subscribers are informed about special offers, etc) in Mumbai and Delhi, which has a built in contest. The total number of Hutch Alive subscribers is 1.5 million in Delhi and Mumbai put together.

“The Idea of the promotion among the Hutch Alive subscribers is to reach a potential audience and getting them interested in a free demo after reading the ad and to know about the privileged demo,” adds Rajiv.

Anup mentioned, “Hutch Alive extends our print campaign in Delhi and Mumbai by linking an SMS-based contest around Sensation's primary features, thus driving the superiority of our product amongst the right target.”

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