A fully integrated campaign that used posters, press ads, DM and email.Lapsed SMS users and incomplete SMS registrants were targeted with DM and email. This was to remind them of how to pay and make them aware of a two-car registration option.The creative led with the fact that paying the charge is quickest by text - the SMS association made clear by using a mobile phone screen to display the proposition. The DM also comprised a retainable reminder device with a step-by-step guide ensuring complete registration and explaining payment confirmation when drivers needed it.

Of those who had registered for SMS but had since lapsed, 40% who have used CC since receiving the mailing have paid by SMS.Of those who have registered for SMS but never used it, 24% who have used CC since receiving the mailing, have paid by SMS. Amongst those who’d partially registered, 4% have now completed registration.