Case Study - Automotive
Global luxury car brand doubles yearly test drives
m-drop intelligence drives huge increase in dealer footfall
- Global luxury car brand promoting two specific car models competing head-to-head with its competitors in the executive saloon market.
- Generate sign-ups for test drives at each of the brand’s UK dealerships.
- DLG and PDV had to exceed 2013’s Q1 total of 300 dealer test drives using the same fixed budget.
- Rolled out a mobile and email campaign to relevant prospects owning smartphones in each dealership’s catchment area.
- Profiled existing owners of target car models, then used that profile to identify look-a-like prospects.
- Created outbound SMS message and rich media content, driving mobile traffic to a short version of a recent TV ad. Prospects tapped a “Book a test drive” button, taking them to a registration page pre-populated with their personal details.
- Timed the SMS broadcast for highest likelihood of response, with a follow-up email three days later.
- In only 10 days, the m-drop intelligence campaign generated a 90% YOY increase in dealership test drives
- Each test drive cost under £40 to deliver.
- Campaign is voted Best Lead Generation Campaign at the 2015 MOMA Awards.
Background
- Global luxury car brand promoting two specific car models competing head-to-head with its competitors in the executive saloon market.
Challenge
- Generate sign-ups for test drives at each of the brand’s UK dealerships.
- DLG and PDV had to exceed 2013’s Q1 total of 300 dealer test drives using the same fixed budget.
Solution
- Rolled out a mobile and email campaign to relevant prospects owning smartphones in each dealership’s catchment area.
- Profiled existing owners of target car models, then used that profile to identify look-a-like prospects.
- Created outbound SMS message and rich media content, driving mobile traffic to a short version of a recent TV ad. Prospects tapped a “Book a test drive” button, taking them to a registration page pre-populated with their personal details.
- Timed the SMS broadcast for highest likelihood of response, with a follow-up email three days later.
Results
- In only 10 days, the m-drop intelligence campaign generated a 90% YOY increase in dealership test drives
- Each test drive cost under £40 to deliver.
- Campaign is voted Best Lead Generation Campaign at the 2015 MOMA Awards.