Smart DM POP WHAT YOU'RE NOT by Clemenger BBDO Melbourne

Adsarchive » DM » Smart » POP WHAT YOU'RE NOT


Pin to Collection
Add a note
Industry Cars
Media Direct marketing
Market Australia
Agency Clemenger BBDO Melbourne
Creative Director Peter Bidenko Creative Director
Art Director Rebekah Wallman
Copywriter Scot Van Den Driesen
Designer Sam Tsui
Released June 2010


Caples Awards 2010
Digital Campaign Microsite Silver

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Product/Service: AUTOMOBILE
Date of First Appearance: Jun 25 2010
Entry URL:
Creative Director: Peter Bidenko (Clemenger BBDO Proximity)
Art Director: Rebekah Wallman (Clemenger BBDO Proximity)
Copywriter: Scot van den Driesen (Clemenger BBDO Proximity)
Account Director: Amy Phillips (Clemenger BBDO Proximity)
Account Manager: Sarah Tindale (Clemenger BBDO Proximity)
Planner: Matt Davies (Clemenger BBDO Proximity)
Digital Producer: Sasha Cunningham (Clemenger BBDO Proximity)
Designer: Sam Tsui (Clemenger BBDO Proximity)
Programmer: Michael Beech (Clemenger BBDO Proximity)
Technical Director: David Gleason (Clemenger BBDO Proximity)
Manager Relationships Marketing: Caroline Bowen (Clemenger BBDO Proximity)
Media placement: Email With Link To Survey On Website - Online Email - June 15th 2010
Media placement: Follow Up Email With Link To Survey On Website - Online Email - August 15th 2010
Describe the brief/objective of the direct campaign.
The core of all direct marketing is customer data. The better our data, the better the relationship. So a post-purchase customer survey for new smart car owners was a necessary starting point. However, only 8% of owners responded to the “normal” survey sent out in the previous year. Therefore, our objective was to rethink the customer survey, so we could collect more data and learn more about our new customers.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
‘Pop What You’re Not’ is an online visual survey that combines elements of problem-solving game play with survey data collection.
Customers are asked to profile themselves by popping bubbles that aren’t related to them and leaving the bubbles that are over a number of website pages.
At the end of the experience, they are left with a visual profile they can download to their desktop or put on Facebook.
This alternative approach to data collection was projected to increase response rate above 8%, help the company continue a cost-effective email relationship with customers, and assist with repurchase and brand advocacy.
Explain why the creative execution was relevant to the product or service.
Customer surveys have essentially been viewed as a pragmatic form of data collection, and one that relies on incentives in order to increase response rate.
However, ‘Pop What You’re Not’ proves that the customer survey can be a form of entertainment in its own right. This counter-intuitive, online visual survey blurs the boundary between survey and problem-solving game play. The result is a form of data collection that’s fun, different and environmentally responsible—just like the smart car and its owners.
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.
• Survey responses have jumped from 8% to a far more respectable 29%.
• In the first 3 months we received 5 times more responses than in the entire previous year.
But more importantly, ‘Pop What You’re Not’ has proved that an entertaining approach to data collection works, and it has marked the start of a more meaningful relationship for smart with more customers.