Lederne, or the Danish Association of Managers and Executives, is a service organization for all Danish managers and executives from the private and public sector.

With a membership of 100,000, it offers members an extensive range of professional services including counselling related to pay and employment terms, legal aid, professional training, unemployment insurance and a regular magazine.

To recruit new members, Lederne relies on a range of campaigns that encourage existing members to recommend membership to their peers. They wanted to expand their reach by leveraging new technology, and in particular the mobile channel.

Mobiletech created a mobile service to help Lederne facilitate recommendations by using SMS messaging linked to mobile landing pages. SMS campaigns provide incentives for leaders to recommend membership to colleagues and peers. Once someone becomes a member, the service automatically recognizes the executive who made the recommendation, and ensures he or she receives their reward.

The initiative continues to be successful in recruiting new members.