MIGs MIDAS platform delivers 4.75 million mobile interactions for Comic Relief

This year an extraordinary £7.8 million was raised for Red Nose Day through £1 and £5 text donations - contributing to the incredible £59.2 million raised so far. It was the first time the public had been able to text knowing that every penny would go to Comic Relief, thanks to mobile operators waiving their usual fees and the Treasury confirming that because of this no VAT will be charged on these donations.

Mobile Interactive Group (MIG), in collaboration with Buongiorno, the multinational leader in mobile content and digital entertainment, powered the SMS donation channels for Red Nose Day 2009.

The line to text a £5 donation by texting 'YES' to 66609 opened on 2nd March and was promoted during the 'The Big Red Nose Climb' documentary and on the night of TV on 13th March. The £1 text donation launched on 27th February and was promoted on BBC Radio 1, inviting listeners to show their support for the nine celebrities climbing Mount Kilimanjaro by texting 'CLIMB' to 88808 to donate £1. Both donation lines close at midnight on 31 March 2009.

Emma Freud, Trustee of Comic Relief, said: "The extraordinary commitment of the mobile industry to this year's campaign has been astonishing - helping us to raise a staggering £7.8 million through mobile text donations - An outstanding success!"

Barry Houlihan, CEO, MIG said: "We are delighted that consumers donated so much using their mobile phones. We would like to say a special thank you to the mobile phone operators who have worked so closely with us and have been so generous in agreeing to waive their usual fees. Raising £7.8 million is incredible and demonstrates how easy Comic Relief has made it for consumers to donate this year."

Chris Simpson, Head of Business to Broadcast, Buongiorno said, "Buongiorno has managed both IVR and SMS donation activity for Comic Relief since 2003 and were delighted to be part of another hugely successful event in 2009. With our expertise in maximizing audience interactivity and experience of working with broadcasters, we felt confident the SMS donation channels would encourage increased donation activity. Working closely with our partner Mobile Interactive Group (MIG), Buongiorno was able to work to incredibly tight deadlines which gave us the flexibility and capability to deliver over and above expectations."