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Universal Motors, the dealer for Volkswagen in Ghana, Africa, wanted to use direct mobile marketing to alert mobile customers to the availability of the new Touareg. The sooner word gets out, the faster the dealer can complete transactions. The campaign used interactive text dialogue to gauge user interest in the new Touareg. The mobile campaign received a 30% response rate. "In our business, timing is critical. With Optism and Tigo Ads we know we’re reaching people who are interested in our ads and we can be confident they are reading our messages because mobile messaging is so reliable."