Funnly enough, these things don't bother me - I read it and delete it - sometimes I don't even read it.
Vodacom decided to launch this campaign to increase the awareness of MMS and its capabilities, including:
- The fact that you can use other media with a MMS; pictures, animations, video clips, audio, lots of text and even in combinations (like the Santa example).
- With the above capabilities you can send much more meaningful messages. The old "a picture says a thousand words" comes to mind. It's pretty easy to send a humorous MMS, not so easy with a SMS. Many handsets comes pre-loaded with birthday wishes, etc. as samples. Or how about a video-clip of everyone shouting Happy Birthday?
- Sending a MMS cost the same as a SMS. This is a very important factor. Over the season we will see gazillions of SMS's, why not make some of those MMS's? Much more fun at the same price.
So we decided to launch a campaign to show people how to use this capability by telling them about it and by giving examples.
- We specifically targeted (as best as we could determine), 'new' MMS users, i.e. SIMs and handsets that have not sent MMS in the past. There are millions of them.
I'm a heavy MMS user and have not received any of these MMS's. Thus I had to go and check when forumites first reported these. So the filtering process is working.
- To ensure you don't get these messages, if you don't want them, we made sure there is an opt-out option. Obviously the idea is to only communicate with those who want to receive it.
- Some suggested using the media to educate. Reality is the target market is not reached via the newspapers and other media. Also by sending an example (like the Santa clip), people get a feel for what can be done. The Santa clip has been forwarded many, many times. So many people do like it.
In summary, the campaign has been (and still is) a huge success. MMS traffic doubled and just the Xmas clips contributed to hundreds of thousands of MMS's being sent.