FAILURE DELIVERY by Leo Burnett Bogota for Toyota

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FAILURE DELIVERY

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Industry Cars, Automotive products, services and accessories
Media Direct marketing
Market Colombia
Agency Leo Burnett Bogota
Copywriter Juanita Posada
Released December 2009

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: TOYOTA DE COLOMBIA
Product/Service: TOYOTA GPS
Agency: LEO BURNETT COLOMBIANA
Date of First Appearance: Dec 10 2009 12:00AM
Entrant Company: LEO BURNETT COLOMBIANA, Bogotá, COLOMBIA
Entry URL: http://www.teamtoyota.com.co/cannesgps
Chief Creative Director: Rodrigo Davila (Leo Burnett Colombia)
Chief Creative Director: Germán Espitia (Leo Burnett Colombia)
Creative Director/Copywriter: Alejandro Mora (Leo Burnett Colombia)
Creative Director/Art Director: Carlos Bernal (Leo Burnett Colombia)
Copywriter: Juanita Posada (Leo Burnett Colombia)
Media placement: e-mail marketing - e-mail - 12/2009

Describe the brief/objective of the direct campaign.
As a benefit of Toyota`s Customer Relationship Management (CRM)programme , we should communicate to all our clients that they could win a GPS if they made their vehicle services in a Toyota dealership.

Explain why the creative execution was relevant to the product or service.
With a simple and creative subject we turned a traditional email into an experience of the problem. That’s how we made our target aware of the promo and how we motivated them to participate in it.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We sent an email to our database talking about this offer, but also showing them the consequences of not having a GPS. Using the Failure Delivery Alert that notifies consumers when a email could not be sent to their recipients, we made our communication relevant and guaranteed they watched our message: “Addresses are hard to find, that’s why you need a GPS.”

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.
We achieved great awareness of the promo and exceeded our expectations by making 56% of the people in our databases open our mails and 15% click on the link, bearing in mind that the average rate of emails read in successful campaigns is 30% and links clicked is about 10%.