CAN ONE WORD SELL A CAR? by M&C Saatchi Sydney for Ford

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CAN ONE WORD SELL A CAR?

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Industry Cars
Media Direct marketing
Market Australia
Agency M&C Saatchi Sydney
Associate Creative Director Hamish Stewart, Josh Rowe
Creative Director Gavin Mcleod
Art Director Rob Concepcion
Copywriter Angeline Meloche, Ben Yabsley
Producer Jacquie Ford
Released December 2009

Awards

Caples Awards 2010
Digital Email Finalist

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: FORD
Product/Service: MONDEO
Agency: M&C SAATCHI/MARK
Date of First Appearance: Dec 17 2009 12:00AM
Entrant Company: M&C SAATCHI/MARK, Sydney, AUSTRALIA
Entry URL: http://www.awardentries.org/award/canonewordsellacar/
Creative Director: Gavin Mcleod (M&C Saatchi/Mark)
Associate Creative Director: Hamish Stewart (M&C Saatchi/Mark)
Associate Creative Director: Josh Rowe (M&C Saatchi/Mark)
Art Director: Rob Concepcion (M&C Saatchi/Mark)
Copywriter: Ben Yabsley (M&C Saatchi/Mark)
Copywriter: Angeline Meloche (M&C Saatchi/Mark)
Lead Designer: Brett Bimson (M&C Saatchi/Mark)
Producer: Jacquie Ford (M&C Saatchi/Mark)
Account Manager: Anthony Da Silva (M&C Saatchi/Mark)
Media placement: Microsite - N/A - 17/12/2009
Media placement: EDM - N/A - 17/12/2009

Describe the brief/objective of the direct campaign.
The Ford Mondeo is a practical & stylish car that drives like a dream, but public awareness of this was low. Mondeo owners had even contacted Ford after purchase and asked why Ford hadn’t advertised more about how great the car is. It really was Ford’s best kept secret. The brief was to encourage existing Mondeo customers, still in their honeymoon period, to spread the word. We were asked to do so using a member get member style EDM (electronic direct mailing).

Explain why the creative execution was relevant to the product or service.
The creative execution was inspired by the positive sentiment expressed towards the Mondeo by recent owners. We merely provided them with a vehicle to express what they were already feeling. And by challenging the owners to sell the car with one word, the entire idea revolves around finding compelling product features and passing them on to friends. So the campaign can be seen as one long description of the product.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Research told us that Mondeo owners saw themselves as style leaders. So we challenged them to convince their friends to take a test drive. And to really test their influence, they had to do it with one word. First we emailed 1,312 new owners, inviting them to take a quick online test to see just how influential they thought they were. Then they picked a word that best describes their car and sent it to their friends via a send-to-a-friend function. Projected outcomes: • 203 ‘send to a friend’ emails to be generated. • 20 test drives to be booked

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.
• 1,312 emails were sent to existing Mondeo owners, and 665 opened it. • 413 owners clicked through to the quiz page, where 132 send to a friend emails were sent. • Of the 132 people that received an email from a Mondeo owner, 70 clicked through to see what their friend’s word was. • Of those 70, 13 were sufficiently swayed to request a quote. • And 3 booked a test drive on the spot. • Average weekly sales doubled from 10 to 20 in the two months following the launch of the email campaign.