NHS Case Study

Mobile Marketing - NHS

Country: UK

Service Type: Two-way, Non-Premium SMS (Short Code)

Product: mFUSION; Mobile Marketing and Campaigns

Downloadable: Casestudy_NHS.pdf


Mobile services provider txtNation and the National Health Service have teamed up to provide an SMS service that allows the public to obtain information with sexual health issues. Advice can be sent instantly to any mobile phone from trained NHS experts thanks to the campaign that txtNation have set up.

Course of action

[Service Deployed: Information Messages, Bulk SMS] The mobile user texts ‘NHS’ to a short code and a WAP link will be sent to their mobile phone which has the answers to questions about sex, sexually transmitted infections (STIs), contraception and provides information about where you can get help in your area. The text NHS Mobile Marketing based campaign is completely confidential and because customers can look at it on their mobile phone, the service can be initiated whenever and wherever.


txtNation are providing the services for this campaign which is enabling everyone easy access to the website. Along with the information that will be displayed, the mobile user also has the chance to make an appointment within their local doctor area if necessary. With over one million users, the service has surpsassed all expectations. Accessing the website and using the services provided by txtNation will be charged at the standard network rate.


For more information on Mobile Marketing or to contact txtNation about other similar Case Studies, please visit our contact page.

McDonalds Case Study

Mobile Marketing

Country: UK

Service Type: Two-way, Non-Premium SMS (Short Code)

Product: mFUSION; Mobile Marketing and Campaigns

Downloadable: Casestudy_McDonalds.pdf


McDonalds wanted to maximise their promotions to outlet customers, focusing on ROI as a measure of success.

Course of action

[Service Deployed: Competitions & Quizzes] All McDonalds stores across the UK had new tray-liners / mats printed and distributed throughout the outlets to win tickets to various nationwide concerts.


The results were better than expected with overall response rate 8x that of conventional methods of promotions to date. The campaign has since been deployed in other markets, powered by txtNation.


“The work involved was formidable, especially as this involved constant adjustment. The software which I now use daily is from txtNation. If you wish to set-up and market to your customers via SMS, I would strongly suggest that you look at txtNation.”

James Turner, McDonalds


For more information on Mobile Marketing or to contact txtNation about other similar Case Studies, please visit our contact page.

Castrol Oil Case Study

Castrol Oil Logo

Country: UK, Ireland

Service Type: Two-way, Non-Premium SMS (Short Code)

Product: txtNation Gateway SMS API Connectivity

Two-Way SMS

Castrol, in association with a partner, commissioned txtNation to provide their mobile two-way interactive SMS services. Text: OIL to 60999 in both the UK and Ireland markets.

The service is currently advertised across all major petrol stations across the UK and Ireland, encouraging people to check their oil levels.


To be uploaded shortly.


For more information on this service or to contact txtNation about other similar Case Studies, please visit our contact page.

SMS Long Codes are another, sometimes forgotten about option alongside the more commonly known SMS Short Codes.

The advantages of using SMS Long Codes

When using an SMS Long Code, service providers can benefit from a range of USP’S. The main 3 advantages have been highlighted below:

  • Long Codes are cheaper than Short Codes (Dedicated short codes).
  • Long Codes are faster to set up (if Dedicated). No forms to fill out and immediate allocation.
  • Long Codes are able to work internationally. Short Codes are restricted to the country they are set up.

SMS Long Codes cannot be used to facilitate any type of billing. i.e. Premium SMS. This relies on Short Codes to complete this Mobile Billing transaction.

SMS Long Codes V’s Virtual SIM

There are of course other options as well to consider. Say you wanted a specific number for your Long Code, then you could consider a Virtual SIM set up. A Virtual SIM is a hosted SIM set up in a mobile data centre that can act like a Long Code to receive SMS messages. This also works internationally and is a good option for those that have SIM’s they wish to host.

Long Codes and SIM Hosting are similar options. Long Codes can handle more volumes than a Hosted SIM, however the allocation of the number by the mobile networks is often random. It’s not also guaranteed to get your desired number for obvious reasons.

At txtNation we have many clients that work with SMS Long Codes and Virtual SIM solutions to enable SMS interaction. You can of course hook up an API to reply back to the incoming SMS messages, via a Bulk SMS Gateway account to make the interaction two-way.

If you are looking for a one-way or two way SMS option, you should not discount Long Codes if running Non-Premium, Standard Rate services.

Read more on SMS Long Codes.

Author: Michael Whelan

SMS Marketing Factoids

To stay ahead of the competition its all about SMS Marketing and brand awareness. With mFUSION (www.mfusion.com) (txtNation’s Mobile and SMS Marketing platform), you can ensure your mobile message is sent ‘directly’ to your target market.

• 265 million text messages sent each day
• 96.8 billion text messages were sent in 2009
• 97% of text messages are opened (83% of which are within one hour), but typically within 4 minutes
• Average click-through-rate for display advertising online is 0.11%
• Average response rate to direct mail is 2.6%
• Average response rate to SMS campaigns are 28%
• 90.4% of British mobile subscribers use their phones to send text messages
• 80% of mobile users are open to receiving opted-in SMS campaigns

Source: Mobile Data Association, Double Click, Direct Marketing Association & AOP

Further Reading:
Read more see our mFUSION site – Why SMS Marketing?

QR Codes head to head with SMS!
I am a fan of QR codes and SMS for Marketing, simply becuase it adds an extra dimension to the overall user experience. Both take marketing into an extra dimension.

More and more  media companies are embracing these techinoges into their marketing mix.

The advantages of using QR Codes
QR Codes can be displayed just about anywhere like on t-shirts, packages, statues, stickers, etc. After scanning a code, a user can see a mobile web page, watch a video, make a call, and more. If you use a QR Code service provider, you will even be able to track how many people scan your code, where people scan it, how long people spend on your site after scanning your code, total number of website pages individuals view after scanning your QR code, etc. However, although this information is cool to know, the real insight is actually measuring your offline media and discovering which media channel actually reaches more of your target audience.

Can this be done with SMS?

No, unless you want to create a different sms keyword for each publication you are running ads on, but no marketer in their right mind would do that.