Direct > Use of Direct Marketing
COMPRESSED
GREY MEXICO, Mexico City / FIAT GROUP / 2011
Overview
Credits
Overview
BriefWithProjectedOutcomes
The objective was to transform the customers into allies before the official launch and to surprise newcomers after the launch with an original semi-viral .zip file.The simplicity of the idea was caught by many customers who now have one and car rental companies also acquired fleets for tourism purposes. Again, low budget campaign with great results.
ClientBriefOrObjective
FIAT, a italian car manufacturer, wanted to launch a new car that stands out for its reduced dimensions. The strategy was based on sending an original e-mail to our contacts and our prospect clients with a simple way of portraying this exact feature. Its reduced size for being a bold car.
Effectiveness
THE ROI (RETURN ON INVESTMENT) WAS FENOMENAL, GREAT. WE GENERATED AN EVEN BIGGER DATABASE WITH NEW CUSTOMERS THAT NOT ONLY BOUGHT ONE OF OUR CARS BUT RATHER TWO.
Relevancy
MORE THAN 16000 PEOPLE WE´RE CONTACTED WITH THIS EMAIL. 70% OF THEM WERE SO AMUSED WITH THE EMAIL THAT THEY ASKED FOR A TEST DRIVE AND EVENTUALLY 30% ENDED UP BUYING A FIAT 500. FOR A SIMPLE LOW BUDGET SOLUTION AS THIS E-MAIL THE RESULTS WERE OPTIMAL.
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