MEDIA: Whoosh plans text campaign innovation

Whoosh, the relationship marketing agency set up by Jim Hytner's deputy marketing director David Bainbridge at Five, has launched with the aim of developing the first appointment-to-view TV ad campaign next spring.

The company claims to bring immediacy to competitions and promotions by devising text message campaigns that deliver fast results. It has developed technology that it says will allow 3.5 million mobile messages to be processed in an hour, outstripping current capacity.

Whoosh is in talks with a number of FMCG brands about running a ticker tape with details of a text message contest along the bottom of TV ads, pledging to announce the winner during the next break. It promises to increase brand engagement and entice viewers to keep watching.

Whoosh hopes the anticipated uptake in next-generation mobile phones will encourage brand owners to run promotions and competitions using picture messages. The advertising mechanic aims to boost brand loyalty among 16- to 30-year-olds, the heaviest users of text and media messaging.

The company is also in talks with newspaper publishers and radio stations about using its technology to poll readers and listeners over a short period of time to deliver the results back quickly.

Bainbridge quit Five for Whoosh in the spring (Marketing, March 28).

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