Cannes Lions

INVITATION TO SIERRA NEVADA

CP COMUNICACION PROXIMITY - PROXIMITY WORLDWIDE, Madrid / VOLKSWAGEN / 2003

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Overview

Description

A mailing was sent out that wanted to show how hectic the weekend would be because of the activities that Audi was planning exclusively for its customers. We wanted them to start preparing themselves, and we therefore tried to bring the snow to the customers´ homes.

The customer would discover all the different activities that he/she could do, and so turn this weekend into a very hectic one: Snow driving trials, Ski-cross competitions, border-cross, dog sleighs pulled by huskies, snow-scooter excursions, skiing classes and snowboard … We carried out a follow-up telemarketing to all those who two days after receiving the information had not confirmed that they would attend, in order to receive a confirmation of attendance from each customer.

Outcome

Dispatches sent: 245.Out of the sent dispatches, 81 people phoned to ask about the event. A total of 54 people with their partner (22%) attended the event. It has to be pointed out that the customers themselves paid for the costs.

Approximately two months after the event, a telephone customer-satisfaction questionnaire was carried out on the people who took part in it. The main results were the following:90% of those who received the information considered it very attractive.

40% were very satisfied with the clarity and conciseness of the information about the event.

66% were very satisfied with the organisation in general and almost 87% were very satisfied with the attention they received and the friendliness of the staff.

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