Cannes Lions

MERCEDES BENZ R CLASS

RMG CONNECT, London / MERCEDES BENZ / 2006

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Overview

Outcome

Target number of registered participants has been exceeded with 230K registrations.

Indication that the programme consistently engaged participants is that non-incentivised questionnaires asking for more information from participants at each phase drew average responses of 20%-40%. Online was also successful with 830K visitors to the website, average time spent on a page was 3.2 minutes, page impressions over 8.5 million and average newsletter response 15%.Although the vehicle launched in February 2006, participants from the programme have been requesting to place an order since August 2005. Data collected via questionnaires were distributed to the network for follow-up at market launch.

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