Direct > Product/Service
ACUPUNCTURE
TARGETBASE, Irving / ACURA / 2003
Overview
Credits
OVERVIEW
BriefExplanation
The targets of this invitation mailer were Acura owners who have never serviced at an Acura dealer, and those who have but don't go to the dealer every time. The inconvenience barrier — not price — is the clear behavioural filter that prevents them from servicing at Acura every time. This communication gives owners permission to realize that Acura Service truly is convenient in the long run. Additionally, while the competitive independent garages may be more conveniently located, they do not typically know which 45 points should be inspected to keep an Acura in peak condition.
CampaignDescription
Acura's are more than just cars; they're an extension of each owner’s personality. The incentive to get Acura owners to attend this national event was a free 45-point inspection on their Acura. Playing off the 45-point inspection, we creatively presented the free inspection as acupuncture for their Acura — something that would make their car feel good. And it's free.
Outcome
Overall programme response was 11.3%, up from 2001 which was 9.53%. Specifically, Non-Loyal response rate came in strong at 5.8%. Payback per $ spent was $29.65.Three key reasons the programme was successful: 1) Unique/unexpected creative concept and solution in the automobile parts and service category.
2) Acura experienced a record of nearly 100% dealer participation in this program.
3) A new Acura record was achieved for non-loyal customer response rate.
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