Blyk claims massive UK success

Rating: Ad response rate of 67 per cent

Blyk, the ad-funded MVNO which chose the UK to launch in first, is claiming massive success. It claims to have reached a membership of 100,000 subscribers six months ahead of schedule. Plus the company says that response rates to its targeted youth campaigns are way above industry averages – in one case reaching 67 per cent. UK CEO for Blyk, Shaun Gregory argues that there is still an opportunity for the company to extend its reach.

“With over 7 million 16 to 24 year old phone owners in the UK, there is huge potential for growth,” he said. Participants receive up to six targeted advertising messages per day from advertisers that including the likes of Microsoft (Xbox), Adidas, STA Travel, Penguin, Brylcreem, Boots, COI and the RSPCA.

On average the response rate to these campaigns has proved to be around 29 per cent. But there are some exceptional cases. One campaign run by Penguin Books saw a response rate of an astonishing 67 per cent. The campaign was to launch Nick Hornby’s latest novel, Slam. Blyk claims it was a media first in another way, too.
Respondents received a 90 second audio preview of the opening chapter read by TV star, Nicholas Hoult. It’s believed to be the first time an audio clip has been sent out to mobile phones in order to promote a book. The company is hoping to repeat its success in other markets.

It is launching in the Netherlands in Q3-Q4 2008 and expects to expand into other European markets after that.