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With Phonevalley, The Open University recruits valuable enquirers through mobile

Phonevalley displays ads on all major UK networks and issues targeted MMS on the Blyk network

Phonevalley, the world's leading mobile marketing agency, announces the agency built The Open University mobile marketing strategy to recruit new enquirers and generate extra registrations.

Phonevalley designed two mobile marketing waves at the end of 2008 and from April to June 2009. Both were developed in partnership with Zed Media.

The first campaign was centered around two different versions of a recruitment MMS: one devoted to 17-18 year-olds; the other to 19-21 year-olds. Both messages encouraged subscribers to click on the MMS and order a free prospectus from The Open University. From November 25 to December 5, Phonevalley issued these to Blyk subscribers, perfectly fitting with The Open University's two target groups. Nearly 5% of subscribers clicked through to the site to request the prospectus.

The second wave, from April 24 to June 31, relied on one hand on that successful recruitment MMS sent to two Blyk subscribers groups, the 17-18 year-olds and the 19-21 year- olds. In addition, Phonevalley had designed a display media plan on major UK mobile portals, from Vodafone Live to Planet 3, O2 Active or Orange World. Its conversion rates, arising up to 2,6%, proved the efficiency of the recruitment campaign on mobile.

Alexandre Mars, Phonevalley CEO and Publicis Groupe Head of Mobile, is thrilled: "The first MMS campaign as well as the second comprehensive campaign have both generated new and perfectly targeted enquiries for The Open University. We are proud to support them in their recruitment strategy and add mobile to their direct marketing mix."