THE EVOQUE BUTTON: TRIGGERING A REACTION
EDIT & SPARK44
We know that people who test drive the new Evoque love it; however, they’re time starved, bombarded by digital marketing, and struggle to visit a Land Rover Retailer. We needed to cut through the noise and reach them with an innovative solution that makes booking a test drive a joy, not a chore. We reinvented the test drive booking process, making it as simple as pushing a button. To echo the luxury of an Evoque through a personalised, pioneering, highly targeted direct mail experience that culminated in an engine stop-start button press that automated a test drive booking and CRM experience. This audience are desirable: young, affluent, tech-savvy, and value design and premium brands. However, they are time poor and know the value of their data. They are unlikely to opt-in to email communications and are already saturated by marketing. Direct mail provides cut-through with them, but creating a seamless route to act was historically challenging. We decided to produce personalised direct mail radical and technologically advanced enough to engage them, get them talking, and, ultimately, encourage them to test drive the new Evoque. We created game-changing direct mail tailored to the digital generation. We became the first to use automated WND Network and Sigfox technology to enable a mail recipient to book a test drive with a button push – and remove multiple customer barriers to booking a test drive. 44% of recipients started their engines – they received comms and a Retailer booking with low manual involvement.
Of those 2,000-plus test drive requests, 10% purchased a new Evoque.
And the sales are still coming. With a budget of £150,000, current ROI stands at 48:1. All underpinned by automated audience selection.