Direct > Product/Service
SELECT ADVANTAGE
TARGETBASE, Irving / ACURA / 2003
Overview
Credits
OVERVIEW
BriefExplanation
Select Advantage series targets two segments of Acura owners: Those who've never serviced at an Acura dealer, and those who have but don't go to the dealer every time.
While both segments believe in Acura Service quality differentiators, the inconvenience barrier — not price — is the clear behavioural filter that prevents them from servicing at Acura all the time. Each series piece focuses on a specific benefit of Acura Service convenience, giving owners permission to realise that Acura Service truly is convenient in the long run, which reinforces the concept of 'an ounce of prevention vs. a pound of pain.'
CampaignDescription
We focused the concept and execution of the campaign on 1) the bond between an individual owner and his or her Acura and 2) the convenience of the overall Acura Parts and Service Bundled Package.It plays off the idea that an Acura is more than a car—it's an extension of the owner's personality.The cumulative effect of an Acura owner receiving several of the pieces in this campaign help persuade him or her that serving his or her Acura at the dealership is convenient in the long run when they consider overall maintenance for the life of the Acura.
Outcome
Overall response to this campaign (Loyal and Non-Loyal) was 17.4%, up from the controls rates of 9-13%. The Non-Loyal response rate for this campaign was 10.44%. The control Non-Loyal rates ranged between 2-4%. Payback per $ spent for the mailing was $90.93.Phone surveys conducted posted the following results: Recall of mailing was 56%; and Readership was 76% of recallers read at least part of the mailer.Both behavioural and self-reported data tell the success story of this programme and creative campaign. Also, Acura dealers participated at almost 100%.
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