Cannes Lions

WEATHER REPORT EMAILS

PROXIMITY BARCELONA, Barcelona / AUDI / 2015

Awards:

1 Shortlisted Cannes Lions
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Overview

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Credits

Overview

Description

Audi needs to ensure that its A3 Cabriolet customers are highly satisfied with their purchase, as this affects whether or not they are likely to recommend it or buy it again. Given how infrequently they were using their Audi A3 Cabriolet, the vehicle was hardly visible and therefore failing to generate emotional affinity with the brand.

Our strategic starting point was to make the customers fall back in love with their car and to remind them of the unique advantages that made them buy the A3 Cabriolet in the first place, by means of a high degree of personalization.

Execution

We decided to develop a creative e-mail where personalization would play a foundational role. And to do so, we employed a very seldom used technology for developing creative email, to produce the first “weather emails”.

In a convertible like the Audi A3 Cabriolet, the driving experience is felt both inside and outside the car. To emphasize this message, we created a number of emails that would change according to weather conditions, the time of day that they were opened, the customer's place of residence and the extra features purchased with their A3 Cabriolet. Through dynamic programming with PHP and by combining the data provided by Yahoo Weather API (up to 47 different codes) and the customer database itself.

The email therefore changed in real time according to the moment the customer opened it, serving as an invitation to take the car out for a spin in a range of different conditions.

Outcome

We sent the emails to 1.445 clients and increased openings by 22% with respect to the overall average of messages sent, achieving an open rate of 51%.

We gathered the information on the kilometers traveled by A3 Cabriolet’s customers by means of the times they called in at a dealership to use the after sales service. The average kilometers covered per month by a single A3 Cabriolet in the 6 months after the launch of the campaign was 1,270, representing an 11% rise compared to the same 6 months of the previous year.

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