Despite AIDS Concern’s continual education efforts, only 0.0007% of people in Hong Kong book HIV tests each year.
With their traditional marketing approach proving ineffective, AIDS Concern needed a new way to drive testing.
To drive testing, we invited people to send our audience a message that couldn’t be ignored – a text from their ex.
Each anonymous SMS appeared to come from
an ex who had discovered they might be
20 seconds after the initial SMS, we sent
another message that revealed AIDS Concern
as the source of the message.
The SMS provided a call-to-action that drove
people to our microsite where they could make
an immediate booking.
To generate these messages,
our microsite enabled people to select
one of four SMS templates that they could
anonymously send to at-risk friends.
Test bookings doubled from the previous year, setting a new record for AIDS Concern.
The campaign was covered on Hong Kong’s No. 1 online media site for mobile and Hong Kong’s largest news portal.