Our client, Smart, asked us for an action with a low cost and high impact in which to highlight the current campaign’s positioning (the most environmentally friendly car) and its incredible price (€7.990).

We decided to use e-mails as advertising support. We used the typical environmental message that comes at the end of the mail encouraging one not to print it, adding our message, the price and car brand to the text. Then we put it into all the mails that leave the agency (an average of 13,000 a month) and from the client’s offices (typically 25,000 a month). A large part of these e-mails were aimed at people in the sector (marketing, advertising, design, journalists, public relations - who are our target audience).

With a cost of €0, we generated 42,000 e-mails a month with an excellent segmentation, without even counting the high number of mails that are then resent. At the end of the campaign we achieved more than a 6% annual sales increase.