Direct > Product/Service
AUDI LIFESTYLE LOYALTY PROGRAMME
OGILVYONE WORLDWIDE, Cape Town / AUDI / 2003
Awards:
Overview
Credits
Overview
BriefExplanation
Ensure Audi purchasers remain loyal to the brand over the long term in order to ensure repeat purchases of Audi vehicles.
CampaignDescription
We created an opt-in customer contact programme. An intial pack to new owners congratulated them on their purchase, reaffirmed brand values and offered an ongoing relationship with Audi. Opt-in was incentivised with the gift of a luxury key ring and a competition. A fulfilment pack containing the key ring was sent to those who responded. Following that the client was sent Audi magazines. A lifestyle offer (an invitation to a film premiere) was the next communication.
Outcome
Over roughly 12 months the response to the Acquisition Pack stands at an amazing 38%.More importantly to client, ownership calls after six months indicate that 16% of programme participants have either bought an additional Audi vehicle or have replaced their vehicle with another Audi model. Attendance at the first film premiere - held at major centres around SA-stands at 90%.
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