Interactive Email ‘Sunset’
Sixt GmbH & Co Autovermietung KG
Issue 3 | July 2008
Agency
Jung von Matt AG
Creative Team
Bernd Kraemer, Sven Loskill - Creative Directors ;Martin Strutz - Art Director
Production Team
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Date
August 2006
Background
Car rental provider SIXT wanted to run an email campaign targeting existing customers, predominantly business people already registered on the SIXT website, in order to drive awareness and cross-selling of their convertible offers.
Idea
JVM’s idea was to make customers dream of a sunset in a convertible. So they enabled them to experience the moment interactively. By scrolling down the email, recipients set in motion a user-controlled animation giving the impression of the sun going down and ended with a beauty shot of the convertible against a glorious sunset backdrop. Finally, a link pointed customers to the convertible offers on the SIXT website.
Results
The click-through-rate of this email exceeded the average value for comparable SIXT activities by 310%. Furthermore, 24% of all recipients forwarded this email to friends and family.
Target Audience
Registered SIXT customers
Our Thoughts
I loved this. Such a simple bit of interaction. Scroll down the email and in those three seconds you watch the day grow long, the sun go down and a simple point get made effectively and memorably.