In a new initiative, Medihelp Medical Scheme has contracted WCIT to apply BLIP Systems Bluetooth technology to market its products at the world's biggest timed cycle race

In a new initiative, Medihelp Medical Scheme has contracted Wireless Customer Interactive Services (WCIT) to apply BLIP Systems Bluetooth technology to market its products at the world's biggest timed cycle race

– the Cape Argus Pick ‘n Pay Cycle Tour.

“This initiative is not only a world first, but more importantly it signals one of the ways that future marketing campaigns will be conducted,” says Petros Kondos, Chief Executive Officer of WCIT.

“Bluetooth communication will become the preferred communication method of the future - the main reason being consensual consumer communication. With Bluetooth the customer can now choose whether to accept or decline any incoming communication on his or her cell phone. This equates to selling without intrusions,” says Kondos. 

In the case of Medihelp (one of South Africa's largest medical schemes), WCIT has set up a Bluetooth system at the Good Hope Centre in Cape Town where every one of the more than 40 000 cyclists from all over the world must register before the race. Bluetooth messages are sent out at intervals throughout the Centre luring cyclist and other visitors to the Medihelp stand where prizes can be won. This created an ideal opportunity for interactive marketing.

“And then there is the cost-factor,” says Kondos “The cost of setting up a Bluetooth system at an exhibition such as the Argus cannot be compared to that of traditional advertising mediums such as print, electronic and outdoor. “The beauty of this technology is that it targets the one piece of equipment no one can live without: the cell phone,” he says. “This means that the marketer has a direct line to his current and potential customer 24 hours a day without compromising the customer's privacy,” says Kondos.