Renault
Background
Renault wanted to introduce the all-new Renault KADJAR in a standout way to increase consideration in the fastest growing automotive segment. The challenge was that it was the 27th crossover model to be released in the UK in a highly competitive market.
Renault had to get their target audience to notice and consider buying a KADJAR, as well as rethink the overall brand.
Solution
Renault identified ‘Hero Dads’ as their core target audience - married men and fathers between 25-49 years old. They were satisfied with their current lifestyle, still young at heart and unwilling to compromise their individuality. Renault set out to target them in a three phase CRM programme using mail and email.
An intelligent targeting model was created and the hottest prospects on the Renault database were identified using a variety of tools:
- CAMEO: a postcode segmentation tool enabling data to link with panel insights.
- Third party data to improve audience targeting (i.e. income, kids at household, automotive propensities).
- SMMT + SUV preference, using DVLA new vehicles’ registrations.
- Experian Lifestyle data to match the ‘Hero Dad’ profile.
Once identified, a ‘tease phase’ sent out eye-catching DM, revealing key features of the car and asking prospect Hero Dads to register interest. To continue engagement, Renault kept news coming with stories and updates each month until the car launched. Content ranged from invites to special events (to see the KADJAR up close) to revealing trim levels and pricing.
Finally, an eye-catching mail pack, featuring a real-sized Ordnance Survey map overprinted with messaging about the KDJAR, was sent to those likely to purchase. Mailed in a clear envelope – the map peaking through couldn’t fail to pique a Hero Dad’s interest. On folding the map out, he was made to feel like he was ‘unpacking’ the great elements of the car; learning about the features in an engaging way. Lines like ‘Start Living’ and ‘Designed for adventure’ tapped into his sense of adventure and individuality. They then invited him to ‘book a test drive’. An email version of the mail pack was mailed to those prospects who had not supplied their postal address.
As well as conveying product information, the map itself was useful, suggesting where they could go on adventures with the KDJAR.
To benchmark the results of the CRM campaign, a control group, receiving no communications, was created.
Results
The Ordinance Survey Map mapped out some dramatic results for Renault.
In total Renault sold 1,629 vehicles, 337 of these were incremental as a result of the campaign (based on the control group data).
39% of sales were to recipients of the mail - when combined with email, the conversion rate was double of those who only received the email.
Source: DMA Award Winner Bronze (Automotive)
