Modem Media have been requested by eGM to develop a test online campaign for the new Meriva, as a way to demonstrate the value of the online channel versus traditional forms of prospecting new leads. The test ran in Spain, Sweden and Hungary (English version posted.)Modem Media then developed a test media and e-CRM campaign to establish results to form a business case to help support the car launch at a later date. Highlighting the car's USP, built around the strapline "One Car, Infinite Possibilities", the user experience starts with an email enticing customers to register for the prize of their choice and providing a link to Meriva Teaser site. After registering on the landing page, an acknowledgement email followed, thanking the user for signing up and offering the possibility to tell a friend about the chance to win.

The email campaign was also supported by online media assets, such as the Pop-up banner included in the entry, to maximise impact and exposure on the media sites.The target audience was qualified as the ‘Discerning Freedom seekers’: equal Male/Female driver; typically 30-35, living in couple, max 2 young kids, currently driving a small or compact car.