FINE, the market leader in the Middle East’s hygienic paper industry has pioneered the use of mobile marketing in its latest campaign, in association with Etisalat. ‘SMS to Win with Fine’ has been launched on its range of FINE facial tissues and pack of ten FINE toilet rolls. Prizes from Sony like LCD TVs, PlayStation 2 video game consoles, DVD players and Micro Vault USB drives are up for grabs. Consumers will find a leaflet on all packs of the above products and can enter a draw by sending the answer to a simple question via SMS.
The competition runs from November 10, 2007 to January 6, 2008. 2 draws will be held on December 10, 2007 and January 07, 2008, under the supervision of Dubai Economic Department. Winners will be notified via SMS.
There are plans to bolster the promotion with aggressive in store activity as well as a campaign on popular radio stations.
Peter Janho, Chief Area Officer for Arabian Peninsula and Iran, said, “This is an exciting contest that we are offering our customers. We have always been customer driven and this is epitomized by our concentration on hygiene and quality standards. This SMS promotion is an additional reward that we would like to offer to our loyal customer base and simultaneously we would like to encourage first time users to try our brand and benefit from our unique SteriPro feature that guarantees a germ free tissue.”
Over the years, FINE has earned a reputation in the market for manufacturing hygienic paper products of the highest quality. The company has been the recipient of many marketing awards including Arab Superbrand for 2 consecutive years - 2004 and 2005, in addition to winning the Best Toiletry Product of the Year Award at the Retail News Middle East Awards 2006.
