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Mercedes-Benz was launching a new car, the new C and had invested heavily
in an above-the-line advertising campaign promoting their website.
To attract qualified prospects on to the forecourts to test drive the
new car.
Frontwire developed a multi-channel solution with streaming video e-mails,
HTML e-mails and SMS text messaging.
The solution included:
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Working in partnership with
Rufus Leonard, a leading multimedia agency to develop a Digital Messaging
acquisition strategy. |
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Linking a secure microsite to the main
website. The microsite was supported by an online database and gathered
information, including e-mail address, mobile phone number and the
date when prospects were expecting to change their car. |
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Segmentation of database according to prospect
information to identify hot prospects. |
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Design and creation of video and e-mail with Rufus
Leonard. |
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Delivery of e-mail with an embedded streaming
media player, allowing the subscriber to watch the car driving within
the e-mail, with links back to the website for more product information. |
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Inclusion of ‘Tell a Friend’
form. |
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Delivery of SMS messages, on a permission
basis, when the cars arrived in the UK. The messages directed the
caller to ring for a test drive, using SMS to solicit prospect responses
over the same channel. |
Frontwire’s solution delivered significant value to the company.
Its success included the building of a substantial database of prospects,
of which:
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18% registered for a test drive
on the site. |
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9% were happy to be contacted by SMS. |
The communication provided a very cost effective way
of gathering substantial amounts of prospect information and subsequent
communication. The solution helped ensure that the interest generated
from above-the-line advertising could be converted in to sales.
© frontwire 2006
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SMS messages were sent out when the car was on the forecourt to encourage test drives.
Streaming video e-mail was dispatched to prospects.
Frontwire hosted a secure webform to collect prospect data.
A large above-the-line advertising campaign promoted the website.
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