Sense, a national charity that supports and campaigns for children and adults who are deafblind, could roll out a new marketing response strategy after using text-only messaging for the first time in its seasonal advertising.
The activity, created by Watson Phillips Norman, urged consumers to text the word TOY to give a gift of £3 that could help buy a deafblind child a sensory toy.
Creative built on the success of Sense’s TV campaign last year, which was taglined: “Will you light up Christmas for a deafblind child?”
It focused on a little boy’s delight with specialist sensory toys such as hand-held fans and bubble tubes. This year’s campaign employed existing footage, and levered the text response mechanism with a tangible, low-cost ask.
Sense head of direct marketing Andrea Jones said: “We feel the mechanism and the amount we’re asking for – £3 – will really resonate with potential donors at this time of year.”
WPN strategy partner Gail Cookson said: “By re-using existing footage from last year, we’ve ensured the creative is as cost-effective as it is powerful. And the text mechanism is such an immediate way to drive response for a hugely worthy cause, at a vital time in the fundraising calendar.”
