Although there was an obstacle to be overcome in the low rates of opening emails, we were able to achieve outstanding email performance results thanks to real-time personalization.

We sent the emails to 1.445 clients and increased openings by 22% with respect to the overall average of messages sent, achieving an open rate of 51%.

However this data does not go toward fulfilling the campaign’s main strategic goal: to increase use of the A3 Cabriolet among its owners.

The solution to this attribution challenge was approached in a direct manner. What is the main sign of whether or not a car is used frequently or not? Its mileage.

Thanks to sophisticated integration with Audi Spain’s databases, we gathered information on the miles traveled by our A3 Cabriolet customers by means of their visits to the various dealerships. Every time a car was driven to an official dealership, Audi automatically recorded a variety of information on the vehicle, filling the databanks of the brand’s CRM systems.

We compared the campaign period to that of the year before and discovered that the average monthly mileage of an A3 Cabriolet in the 6 months immediately after the campaign was 1,270 kilometers per vehicle each month, representing an 11% rise compared to the same 6 months of the previous year.

The use and combination of data from different sources forms the backbone of the campaign and the creative output would not have been possible without this resource.

The email does not just use the information normally found in the CRM customer databases, but also harnesses weather updates from secondary sources. Thanks to technology, it is instantly updated according to the moment at which the user opens the email.

For a model whose use is so dependent on weather conditions and with a business problem closely tied to such conditions, developing a piece in which these factors played a central creative role was the only way to send out an engaging and relevant message.