Direct > Use of Media
TARGETBASE, Irving / ACURA / 2005
Overview
Credits
BriefExplanation
Develop a programme that can be customized to the individual dealership level, while maintaining consistent branding for Parts & Service. There are two target audiences: Acura owners who have never serviced at an Acura dealer, and Acura owners who have, but are not using the dealer to meet all of their service requirements.
CampaignDescription
We developed the Man & Machine campaign, where human body parts are compared with parts of a car, bringing to life the message that your car is a fine-tuned machine not unlike your body. Your Acura, like your body, requires the best care to stay in peak condition.
Outcome
The campaign has achieved a 15% response to historically hard-to-move non-loyal clients. Prior non-loyal response rates ranged between 2-4%. Payback per dollar spent on the mailing was $90.93.Acura clients as well as individual dealers are extremely pleased with the programme performance. Over 95% of dealers pay to participate in this programme.
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