The Hyperfactory raises more than $60,000 in ground breaking mobile marketing campaign for World Vision Tsunami Appeal
Inaugural use of texting in emergency relief appeal embraced by young New Zealanders as medium of choice
Auckland, 15 February 2005 – World Vision New Zealand today announced that its Tsunami TXT Appeal has raised more than
$60,000 in only one month. The campaign was developed and provided at no cost by mobile marketing specialists The
Hyperfactory as a contribution to the tsunami relief appeal.
The campaign is the first time in New Zealand that texting has been used to raise funds for an international emergency
relief appeal. Both Telecom and Vodafone subscribers were able to make a $3 donation to the relief effort by texting the
keyword ‘DONATE’ to short code 883.
World Vision New Zealand CEO, Helen Green, said that she was delighted with the results of the campaign which surpassed
all expectations. “World Vision is very grateful to the team at The Hyperfactory for generously providing this
specialist service at no cost,” she said. “The campaign was organised and launched within 24 hours of conception,
allowing World Vision to provide strong ongoing support to personnel on the ground in South East Asia.”
“The outstanding results clearly demonstrate the power of SMS as a medium to effectively reach a new audience of donors,
particularly the youth market. This fits well with World Vision’s commitment to reach every New Zealand household. Due
to the success of this campaign we have decided to look at SMS in future fundraising appeals,” said Helen Green.
Derek Handley, Managing Director of The Hyperfactory said that the company felt compelled to contribute in some way to
the tsunami relief effort. “We decided that developing and supporting the Tsunami TXT Appeal at no cost to World Vision
was a smart response. We were able to deploy the campaign almost immediately in response to the huge need for help in
the affected areas. Furthermore, mobile marketing campaigns give young people, the greatest users of SMS, the
opportunity to contribute in the medium with which they are most comfortable and at a level they can afford,” he said.
Other partners who supported the campaign are: FCB New Zealand, Telecom, Vodafone, NZ Cricket, The Internet Bureau,
George FM, Base FM, JuiceTV, NZCity.co.nz, NZHerald.co.nz, Scoop.co.nz, Telecom.co.nz, Varsity.co.nz and Xtra.co.nz.
About World Vision
World Vision is an international Christian humanitarian aid and development organisation, involved with development and
relief projects in over 100 countries. World Vision New Zealand currently supports more than 70 projects in 18 of these
countries.
World Vision works in three different areas: Emergency Relief, Rehabilitation and Community Development. World Vision
helps transform the lives of children and families in need around the world, without regard to religious beliefs,
gender, race, or ethnic background. It gives an opportunity to every New Zealand household to be involved in a
child-focused work that touches millions of people each year in its quest to end poverty, fight hunger and transform
lives.
More information is available at http://www.worldvision.org.nz About The Hyperfactory
Multi-award winner, The Hyperfactory, is a leading developer of mobile marketing applications in the Asia Pacific
region. Founded in New Zealand in 2000, The Hyperfactory began opening a network of offices in the Asia Pacific region
in April 2004, beginning with Hong Kong. The company is ranked 5th Fastest Growing Company in the NZ Deloitte Fast 50
and 44th Fastest Growing Company in Asia Pacific, according to the 2004 Deloitte Technology Fast 50 Index.
The Hyperfactory works closely with mobile telecommunications providers to ensure that all its solutions, including
consumer promotions, educational programmes and CRM solutions, can be deployed across all local networks. Current
clients include L’Oreal, Coca-Cola, Montana Wines, Dulux, Vodafone and Telecom. In addition, The Hyperfactory enjoys an
unrivalled reputation as the leading provider of mobile solutions to the education sector in New Zealand.
More information is available at http://www.thehyperfactory.com