ECONETIC EMAIL by Wunderman London for Ford

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ECONETIC EMAIL

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Industry Cars
Media Direct marketing
Market United Kingdom
Agency Wunderman London
Executive Creative Director David M. Harris
Creative Director Nigel Edginton-Vigus
Released June 2009

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: FORD OF BRITAIN
Product/Service: ECONETIC FUEL EFFICIENT CARS
Agency: WUNDERMAN LONDON
Date of First Appearance: Jun 8 2009 12:00AM
Entrant Company: WUNDERMAN LONDON, UNITED KINGDOM
Entry URL: http://www.wn01.com/awards/2010/cannes_lions/econetic/a03/index.html
Executive Creative Director: David Harris (Wunderman London)
Creative Director: Nigel Edginton-Vigus (Wunderman London)
Senior Art Director: Graham Jenks (Wunderman London)
Senior Copywriter: Tom Powell (Wunderman London)
Account Director: Charlotte Childs (Wunderman London)
Senior Designer: Nick Hearne (Wunderman London)
Senior Designer: Paul Lee (Wunderman London)
Senior Account Manager: Carolyn Mackintosh (Wunderman London)
Senior Planner: Michael Herbert (Wunderman London)
Account Project Manager: Daniel Cardenas (Wunderman London)
Technical Developer: Jeff Gillings (Wunderman London)
Technical QA Manager: Charlotte Brewster (Wunderman London)
Media placement: E-Mail - Deployment To Ford Subscriber Database - 8th June 2009

Describe the brief/objective of the direct campaign.
Ford was launching a new range of fuel-efficient cars called ECOnetic. Not only were they launching in the middle of a global recession, it was set against a background of ‘greenwashing’ and general cynicism about green automotive claims. So it was critical we convinced people that these cars were actually much more efficient and cheaper to run than their current vehicle. The audience consisted of 160,000 consumers from our database. They were familiar with the Ford brand – but had never even heard of ECOnetic and had no idea that its outstanding efficiency resulted in hugely improved fuel economy.

Explain why the creative execution was relevant to the product or service.
Ford’s ethos has always been to make the most advanced cars attainable for everyone. In this context, the most advanced also meant the most efficient. That’s why it was crucial we showed the impact improved fuel economy would have on 160,000 individual journeys. And, in the process, try to allay the audience’s fatigue about being ‘greenwashed’. In contrast to the generic emails our audience regularly received, this email achieved huge standout because it was personal, unconventional and genuinely engaging. The added appeal of seeing an area you are familiar with resulted in a communication that was incredibly successful.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We picked a single-minded benefit that would resonate most with our audience – fuel efficiency. We could have quoted general figures but chose a somewhat different route. To dramatise the potential saving to every individual, we took their postcode as a reference and created a unique image using Bing Maps. No matter where they lived in the UK, their home would be pinpointed precisely and a ring would indicate how far one gallon of diesel would take them from their home (76.3 miles). Consequently, we served every customer a personalised email that uniquely demonstrated the core message of our campaign.

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 campaign achieved a unique open rate of 43%, beating all previous records for our client. This was compounded by a strong click-through rate of 8% – an email performance significantly above industry standards. (Open rates typically range between 19-21% and the click-through average is 5.9%.) The campaign also solicited a valuable 997 requests for more information, which we can follow up. But perhaps the most telling statistic is the increase in sales. Since the launch of our ECOnetic campaign, sales have risen by an unprecedented 88%.