Heysexy and the Birth of SMS Marketing

Back in 1999, Kiss 100 was at a crossroads.

The brand was undeniably cool — but it was the kind of cool that felt just a little out of reach. Exclusive. Slightly aloof. And the audience we wanted most — the 15-to-24 crowd — was anything but. They were about fun, chaos, connection, and living in the moment.

Then came the breakthrough moment.

A London Bus, a Sea of Schoolkids, and the Nokia Bleep

Picture this: a packed London bus, crammed with schoolkids, the air filled with the relentless bleep bleep of Nokia text alerts.

They weren’t calling each other — they were texting.

Why? Simple. It was cheaper, faster, and, most importantly, more them.

That’s when the lightbulb went on.

The Birth of Heysexy

From that bus ride came the idea that would launch one of the UK’s first SMS marketing campaigns: heysexy.

The premise was beautifully simple. Get them to text us. Capture their number. And then — crucially — start a conversation. Not a campaign. Not a broadcast. A genuine connection.

We weren’t pushing a message; we were building a community. And it worked.

150,000 Connections Later…

In no time, heysexy grew into a buzzing community of over 150,000 young Londoners. We didn’t just tap into a trend — we helped kick off what would become the SMS marketing revolution.

All because we listened. All because we paid attention to how people were already connecting — and met them there.

Final Takeaway

Sometimes, innovation doesn’t come from a boardroom or a brainstorm session. Sometimes, it’s as simple as riding the bus, keeping your eyes open, and really listening.

Because when you meet people where they are — magic happens.