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Press Contact

Andrew Gerrard

Tel: +44 (0)7771 678605
Email: andrew [at] segala [dot] com

Segala Sponsors and Chairs the NMA Effectiveness Awards

Date:30 June 2005
Venue:Dorchester Hotel, London

Best Use of Wireless Winner: Tsunami Text Appeal 2005

Sponsored by Segala

Client: Disasters Emergency Committee (DEC)
Agency: Wireless Information Network (WIN and the UK's mobile operators

The events of Boxing Day 2004 were etched into the minds of the UK population through the TV images of the disaster we all saw. The following days showed the country's compassion and generosity as donations poured in to the Disasters Emergency Committee (DEC) appeal.

The response of the UK's mobile phone community was the setting up of a mobile solution to allow donations within four days of the disaster taking place.

Screen shot of the Tsunami Text Appeal award presentation

Wireless Information Network, working with the UK mobile network operators, implemented a solution whereby mobile users simply texted the keyword 'donate' to the dedicated shortcode 83321 to send a £1.50 donation to the DEC appeal. The donation was charged to the user's bill.

It marked the first time that the eight UK mobile operators - 3, Fresh, O2, Orange, T-Mobile, Tesco Mobile, Virgin Mobile and Vodafone - had collaborated, and they agreed to take no share of the profits from the appeal, also claiming back all the VAT and passing it to the DEC.

WIN developed, implemented and hosted the campaign free of charge.

The text appeal was promoted extensively on UK commercial radio, national TV, the DEC Web site and DEC partner Web sites. The network operators advertised the shortcode on their respective Web sites and in retail stores. The campaign ran from 1 January until 26 February, pulling in over £1.09 million for the appeal from 726,875 separate donations.

The judges said this was the first example of a cross-industry project, describing it as a real ground-breaking effort. They felt this example will break through into other areas, not just charity, and highlighted the speed with which it was implemented, showing how quickly new media can work.

Shortlisted Entry Details
Entry	Client	Agency
BET2GO	Cellectivity	—
FanTESStic	Endemol International	Victoria Real
Maxim Magazine on your Mobile	Maxim Magazine	Mowave
Valentine's Promotion	Leisure Connection	—

Visit the official Web site to learn more about the NMA Effectiveness Awards.
www.nmaawards.co.uk

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