ITV
4 March 2008

ITV announced today that Harveys is to be the first advertiser to take advantage of ITV’s mobile vouchering service.

Launching at the end of February, the service allows Harveys, the fully integrated sponsor of Coronation Street, to send offers to its viewers via mobile which can then be redeemed in all its stores across the UK. The service and technology, created by mobile specialist Eagle Eye Solutions, is revolutionising the way that brands and retailers advertise and interact with their customers through ITV’s platforms.

The mobile discount will be advertised within Harveys’ dedicated sponsor area of Coronation Street’s interactive service (available in Satellite homes via the Red button). Viewers can text in to receive a unique 8-digit code to their mobile phones which is then redeemable in Harveys stores to activate their discount.

An ITV spokesperson said: “We are delighted Harveys have chosen to activate this trial as part of their Interactive Sponsorship. Not only does it provide them with a direct dialogue with their customers to drive in store traffic but most importantly gives them instant ROI data. We anticipate this will provide key learnings to take the service forward to other key retail and brand partners.“

Helen Vinken, Head of Marketing at Harveys, the furniture store said: “Harveys are delighted to be working with ITV on being the first to develop a fully integrated marketing campaign across all digital platforms, driving tangible results to our stores via digital and a mobile messaging mechanic. It is important to Harveys to communicate with our customers in a way that is convenient to them and we are constantly trialing new initiatives in order to meet our customers changing needs.”

Stephen Rothwell, Director at Eagle Eye Solutions, said: “The use of mobile vouchers gives retailers a unique point of difference; the vouchers are immediate, can be triggered from any marketing medium and can instantly and accurately demonstrate the success of each campaign. This is a great opportunity with Harveys and gets 2008 off to a good start in what we hope will be the year of the mobile voucher.”