Direct > Product/Service
SPECIALIST
TARGETBASE, Irving / ACURA / 2005
Overview
Credits
OVERVIEW
BriefExplanation
Develop a programme that can be customised 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 to 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 for 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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