VW LOADING ERROR by Proximity Barcelona for Volkswagen

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VW LOADING ERROR

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Industry Cars, Insurance
Media Direct marketing
Market Spain
Agency Proximity Barcelona
Executive Creative Director Eva Santos
Art Director Miriam Soto
Account Supervisor Germán Guzmán
Released September 2010

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: VOLKSWAGEN
Product/Service: CAR INSURANCE
Agency: CP PROXIMITY
Date of First Appearance: Sep 13 2010
Entrant Company: CP PROXIMITY, Barcelona, SPAIN
Entry URL: http://www.thisismywork.com/cannes/VW-loading-error
Executive Creative Director: Eva Santos (CP Proximity)
Accounts Director: Christian Rabasa (CP Proximity)
Account Supervisor: Germán Guzmán (CP Proximity)
Creative Supervisor: Alba Vence (CP Proximity)
Art Director: Miriam Soto (CP Proximity)
Creative Copy Writer: Marc de la Cruz (CP Proximity)
Technical Director: Manel Guillén (CP Proximity)
Front-end Programmer: Bruno Mateos (CP Proximity)
Back-end Programmer: Rubén Mejias (CP Proximity)
Business Intelligence: Conchita Marí (CP Proximity)
Programming Analyst: Josep Escola (CP Proximity)
Media placement: E-Mail Marketing - Volkswagen Experience - 13 September 2010

Describe the brief/objective of the direct campaign.
The most important decision after the purchase of a vehicle is buying its insurance and the most important variable is, nearly always, its price. How to sell an official Volkswagen insurance policy despite it being more expensive? By proving it can offer every guarantee, something only the manufacturer can ensure, thanks to its deep knowledge of its clients and the vehicles they make. Volkswagen analyzed the needs of its clients and created a totally personalized insurance policy, giving them the possibility of adapting the conditions individually and purchasing it through their exclusive Volkswagen Experience website easily and quickly.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
How to convey an ultra personalized insurance policy through an email message?

Increasing personalization to the maximum, an email message was created which showed in great detail the model, color and accessories that had been purchased, and even a forecast of the client's vehicle's possible needs.

With just a click, the client could access his personal space and easily purchase a completely customized policy, or request an expert's visit free of charge.

Why purchase Volkswagen insurance instead of another one?

Because it knows its clients and vehicles to perfection. Who better than Volkswagen to take care of your Volkswagen.

Explain why the creative execution was relevant to the product or service.
How to get people to purchase insurance by simply clicking?

Purchasing insurance is complicated and demands reading a lot of information which is either technical or difficult to remember. With this email message we managed to communicate what really mattered to clients, making understanding and purchasing insurance easy.

When a client received the email message, he saw exactly his vehicle: same colour, same accessories, and all its details. However, one part of the image simulated an error in loading the email message, conveying in an original way the problems clients could avoid with Volkswagen insurance.

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.
11,184 email messages were sent to 24,462 clients who were about to purchase and renovate their former insurance, of which 27.3% visited the online purchase tool.

During the campaign's first month, 18.1% of those clients who accessed the pricing tool purchased Volkswagen insurance.