NEW YORK & BRUSSELS--(BUSINESS WIRE)--When it came to creating an engaging multi-channel campaign to introduce the new Audi A3 Sportback vehicle to audiences in Belgium, the auto giant chose to rely on a powerful blend of CRM database technology and personalized communications based on constantly enriched user profiles. To find that blend, Audi turned to digital services agency Emakina and Selligent, the international marketing automation provider.
This success story was recently featured at the Direct Marketing Association’s DMA2014 Annual Conference in San Diego as Selligent, Europe’s leading marketing automation provider, now delivers those same proven cost-effective omnichannel engagement solutions to US brands and agencies.
“The campaign flow was modeled on a real life relationship resulting in a growing bond between Audi’s customers and their brand,” said Ramses Bossuyt, Audi customer experience manager. “The relationship culminated in marriage – the sale of an Audi A3 Sportback.”
The campaign roadmap was to connect customers to the A3 Sportback on an emotional level, drive traffic to the Audi dealer network, and increase awareness for the Audi Connect on-board infotainment system -- all the while building and constantly updating the prospect database with actionable data.
The deadline was to create and execute the campaign by the all-important 2013 Brussels Motor Show to arrange an in-person “date” there between car and customer. With only 90 days before this event, full-service digital agency Emakina took the lead in creating and executing an engaging campaign.
Several weeks before the car became available in Belgium, the campaign began reaching prospects with multi-channel activation via email, social media, television and radio. The goal was to invite prospects to take the A3 Sportback for a virtual “test drive” on Audi’s microsite.
This first ‘online date’ kicked off a six-step ‘love story’ between the car and prospective customers, ultimately ending in ‘marriage’ between car and owner,” said Michel Demoor, digital strategist & strategic lead for Emakina. “The website captured rich profile data, including contact information, gender, location, and current vehicles, together with individual click behavior.”
Powered by Selligent, this data allowed for advanced segmentation and targeted follow-ups, continuing the “courtship” of the customers with relevant emails, videos, and the next step: A physical date.
Meeting in Person
The campaign mobilized the highest potential users for offline activities: “VIP” users were invited to a meet-and-greet with the car at the Brussels Motor Show, as well as “A3 Nights” at their nearest Audi dealership.
Data collection also surged during these offline events. Behind the wheel of the A3 Sportback, users configured their ideal car on an iPad – further enriching their individual profiles with preferences and user photos – and took the A3 for a spin in a simulator app.
The Audi booth at the Brussels Motor Show was filled to capacity during the entire event, as the love story between the A3 Sportback and potential suitors intensified.
Engaged, then Married
Now the campaign was powered by highly personalized user profiles. As soon as the car arrived in showrooms at dealerships across the country, prospects received highly personalized emails based on their individual preferences and click behaviors.
Then came the proposal. The most promising prospects received a customized invitation to take the A3 Sportback for a real-life test drive – and “marry” the car to live happily ever after.
And they did. The campaign soared beyond industry averages, powered by data-driven multistep dialogs, cross-channel coverage and tailored personalized content. During the five-month launch campaign for the A3 Sportback, the microsite recorded 100,000 visitors, and 19,000 views of the A3 product video. What’s more, the campaign’s open rate of 83% with a CTR of 60% generated thousands of leads.
“It was the culmination of a perfectly orchestrated love story where constantly enriched user profiles had delivered the information required to create perfect matches,” said Nick Worth, Selligent’s chief marketing officer. “The series of ‘dates’ nurtured and strengthened the bond between potential customer and the Audi brand for a CRM love story to remember.”
Read more about Selligent’s CRM Love Story with Audi here.
Selligent is a fast-growing international marketing automation provider that powers the customer engagement programs of more than 450 European brands in retail, financial services, publishing and travel. Our solution orchestrates customer communications across multiple channels, including email, site optimization, social, mobile and customer care.
The platform delivers omnichannel audience engagement, reaching beyond customers to drive personalization for anonymous site visitors and to layer behavioral data on top of traditional CRM databases. www.selligent.com