A SCORE COMPOSING YOUR LIFE by Proximity Barcelona for Audi

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A SCORE COMPOSING YOUR LIFE

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Industry Cars
Media Direct marketing
Market Spain
Agency Proximity Barcelona
Executive Creative Director Eva Santos
Art Director Rodrigo Chaparreiro
Released March 2010

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: AUDI
Product/Service: AUDI BIRTHDAY
Agency: CP PROXIMITY
Date of First Appearance: Mar 19 2010 12:00AM
Entrant Company: CP PROXIMITY, Barcelona, SPAIN
Entry URL: http://www.thisismywork.com/cannes/score
Client Service Manager: Amanda Muñiz (CP Proximity)
Accounts Executive: Blanca Led (CP Proximity)
Accounts Executive: Laura García (CP Proximity)
Executive Creative Director: Eva Santos (CP Proximity)
Creative Supervisor: Alba Vence (CP Proximity)
Art Director: Rodrigo Chaparreiro (CP Proximity)
IT Director: Vicens Fayos (CP Proximity)
Front Programmer: Bruno Mateos (CP Proximity)
Consultancy Director: Joan Pizarro (CP Proximity)
Consultant: Anna Malet (CP Proximity)
Analyst Programmer: Fran Pérez (CP Proximity)
Media placement: Online Campaign - Email - 16/03/10

Describe the brief/objective of the direct campaign.
Having a good, updated Database is the key to every good Loyalty program, but nowadays, the ratio of questionnaire forms being filled out is decreasing. How do you reverse this situation? How do you get clients to provide their data if they don’t understand why they should? Audi decided to launch an action to show its clients their data was good for more than just commercial communications. To boost the action’s effectiveness it was decided to be sent on a key day for CRM: the client’s birthday, turning it into the brand’s birthday greetings message.

Explain why the creative execution was relevant to the product or service.
Who wouldn’t click on an e-mail with a score made just for him? Once the client clicked and accessed the website, his data (hobbies, Audi model, age, etc.) was turned into variables. Musical notes were assigned to each variable composing a unique and personalized song for each user. Additionally, a specific visual was assigned to each variable creating an unrepeatable audiovisual experience in real time. After experiencing it, the user could download his melody, share it on Facebook or burn it on a CD. This proved to the client that technology and databases can actually be affecting business, and that thanks to having entrusted his data to Audi, he could enjoy his own track "Composing your Life”.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A campaign was developed to prove that the data the client has provided to the brand throughout his life has made it possible to write a unique, exclusive and personal melody for him: “Composing your Life”. And, what better way to communicate it than with a self-explanatory e-mail message? Audi broke away from the typical personalisation of this type of piece by taking it to the extreme: it sent to each client with an e-mail address their own song’s score, thus creating 200,000 e-mail messages with 200,000 personalised and unique song scores. Additionally, in the e-mail message they were invited to visit the website to experience their own story and keep their present forever.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The action was sent to 200,000 clients and over 76,000 updated their data (38% of the total). Clients opened 112,300 e-mail messages (over 56% of the total) and the number of unique clicks exceeded the brand’s usual average by climbing up to a 74%. Additionally, the melodies were downloaded in 85% of the cases and 27% went viral on Facebook.