Läkerol packages contain a code that users can send via SMS. In return the user receives a mobile application or mobile mini site on the phone and has a chance to win a night out; a Comedy Night with comedian Roué Verveer, especially for the winner and 50 friends.

The fundamental element in this action is the repeat; each week a free automatic download link is sent to each participant with a new clip. When he accepts the link he can view a short video of Roué Verveer on the mobile phone.

On the mobile action site participants can also create their own profile and save points. With suffient points they can order a free DVD of a show of Roué.

Because of the interesting incentive, a ‘Comedy Night for you and your friends’, many consumers will participate and try Läkerol. SMS is easy to use and the repeated offering of something interesting will strengthen the 'mobile relation' with the Läkerol users.

The campaign is supported by a television commercial and online newsletters. Läkerol will also be present via billboards and a ‘take over’ of various programmes. In addition, the mobile action will be communicated on the shop floor.

SMS "lach" to 5522 to receive the application.