E.ON enjoys success with mobile marketing campaign

E.ON has revealed that a recruitment campaign which it recently ran on free mobile network Blyk proved to be a real success.The energy supplier teamed up with recruitment advertising specialist TMP Worldwide to design a targeted mobile marketing exercise in order to attract female applicants to its apprenticeship scheme.Blyk, which is funded by advertising, only has customers in the 16-24 age range, making it an ideal place to run adverts for apprentices.A cryptic text message was sent to Blyk's female customers on December 23rd, asking if they were interested in making money.Animated picture messages, complete with links to E.ON's apprenticeship website, were then sent to those who responded.E.ON's employer brand and attraction specialist Alan Davies described the mobile marketing exercise as an effective way of targeting a specific demographic."[The] campaign has already attracted interest from an under-represented group in this area while keeping response costs to a minimum," he said. E.ON, which is the UK's second largest energy generator, offers four-year apprenticeships in a number of engineering disciplines, but has traditionally struggled to attract female applicants for the positions.

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