Leading brands choose mobile marketing to differentiate their products

BP Middle East has just launched its "Drive away with a younger car" promotion running throughout July and August 2005, as part of a new initiative to take advantage of the mobile marketing medium to build ongoing relations with its customers.

"Consumers will enter the competition to win the latest model of their car by buying a promotional pack of BPVisco 2000 Thermal Guard, scratch to reveal a unique code then SMS the code along with their name using Cellempower's infrastructure in order to enter the grand draw" explained Mr. Hany Mwafy, Passenger car oil Marketing Manager at BP Middle East. "With the ever increasing reliance on mobile phones, we have found that mobile marketing is an effective way to interact with our consumers " continued Mr. Mwafy.

"This is a new way for BP to communicate with their target audience whilst differentiating BP Visco 2000 from other brands" commented Mr. Jihad El-Eit, General Manager, Mobile Value Added Services for Cellempower. "We understand and recognise that BP's objective is to strengthen its relationship with the consumers in the GCC region and maintain it to best serve the consumer. Through this mobile marketing initiative, we will ensure that BP not only interacts with the consumers for the duration of the campaign, but to maintain this relationship on a long term basis" highlighted Mr. El Eit.

"At Cellempower, we understand the scope and importance of this campaign for our Customer BP and anticipated long term advantages, therefore, we are committing to ensure its optimal success in terms of end-to-end quality and support", commented Dr. Amor Ben Dhia, the President and CEO of Cellempower. BP aims to use this campaign as a stepping stone towards long term interaction with consumers, where BP consumers can receive personalised messages reminding them to change their car oil as an initiative to protect consumers' cars.