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To demonstrate the quality and value for money that Daily Mail/Mail on Sunday represent, in a highly competitive and declining market. To bring new consumers into the sector and create brand-switching from competitor titles.
A targeted campaign that encouraged consumers to send a text message to receive a voucher direct to their mobile phone. The voucher offered a 20p discount against the purchase of Daily Mail/Mail on Sunday for 30 days. The program was designed such that the call-to-action featured a store code to enable Daily Mail/Mail on Sunday to understand which stores were recruiting readers.
68% of readers who took part in the promotion redeemed the voucher at least once, with an overall redemption rate of 36% which is approximately 6x the rate of an equivalent paper based campaign.