Direct > Product/Service
MERIVA LAUNCH CAMPAIGN
TBWA\GGT, London / VAUXHALL / 2004
Awards:
Overview
Credits
Overview
BriefExplanation
To launch the new Meriva with a truly integrated campaign in order to raise awareness and generate sales. Activities comprised pre-launch online advertising, an innovative direct mail pack follow-up online advertising, an email campaign, DiTV and Vauxhall's internal intranet.
CampaignDescription
Most activity drove prospects to the websites so we developed a unique and informative site. All communications were built around the same big idea: a car that appeals to kids as much as it does to parents. The visitor had the option of viewing the car from an adult’s or a child's point of view by using a moveable divider flip from one view point to another.
Outcome
All communications far exceeded expectations. The online element alone exceeded target by 500%!All targets comprehensively exceeded:DM – 3.45% response (against 3% target).
Online ads – 5.58% (against 1% target).Email - Open rate of 23%, click-through of 16% (against 5% target).DiTV 2,969 responders to date and results still being received.
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