Each salon will be given posters and leaflets with details of the promotion, in which one lucky customer will be selected at random to win a year’s supply of Office shoes.  In addition, their hairdresser will win a year’s supply of shoes and 20 runners up will receive £50 TIGI Catwalk kit.  A simple text to win mechanic was developed in which customers are invited to text “SHOES” to 81707 by 30th June 2008. 

The appointment further extends the relationship that m-send has developed with TIGI over the last year and is an indication of the success that mobile marketing has bought to the business.  m-send was initially appointed in February last year to support a promotion TIGI ran with Heat Magazine and was reappointed to deliver subsequent promotions with Marie Claire last autumn.

Chris Astle, managing director of m-send, comments, “It’s a great endorsement to be asked to undertake this work for them and is a good illustration of how mobile can work to build a meaningful relationship between a brand and its customers.”

Alex Bickers, Head of International PR and Brand Awareness at TIGI, adds; “Each year we have increased the role that mobile plays in our customer marketing.  During this time we have seen some tangible results in terms of developing a better understanding of our customers and delivering some innovative campaigns that suit their lifestyles.”

m-send works directly with TIGI’s own in-house team to ensure the dynamic data captured is integrated into TIGI’s existing IT infrastructure.  This data can then be used to shape future interaction with customers; while customers benefit from more accurate and personalized offers that match their purchasing behaviours.