The Most practical mailing of the world
Renault España Comercial S.A.
Issue 24 | October 2012
Agency
ORBITAL PROXIMITY
Creative Team
Creative Directors; Pilar de Giles, Sara Mansouri Services Account Director: Silvia Corominas Art Director: Nuria Pallí Copy: Federico Maciñeira Account Director: Manuel Sainz Account Supervisor: Pilar Paniagua Account Executive: Liliana Pio Production Manager: Gemma Selga
Other Credits
Marketing Responsible for Dacia: Inés García-Acosta
Date
SEPTEMBER 2011
Background
What was the strategy of the campaign? Dacia, Renault’s low cost line, needed a mailing to update the e-mail and telephone numbers in its database (45,000 customers). Dacia Clients were supposed to fulfill this information when picking up their new car at the dealer, but the truth was that they were very reluctant to fulfill it. Their target is constantly asked to give their e-mail/mobile (the doctor, the shopping center, the supermarket, the kids school, the after sales dealer…) but they are tired of it! They knew they were “practical people” that would just fill in the information in case the brand feed their needs.
Idea
Several challenges had to be faced with this mailing: it should be low cost and offer a reward to encourage people to answer. The goal for this mailing was to achieve a 3% database fulfillment, but…who likes taking the time to fill in all their information? To hit the target, they considered the profile of Dacia’s clients, which differs from the clients of other brands. Drivers that prefer showing off a good deal rather than a status they cannot maintain. PRACTICAL PEOPLE. Because the reward was REALLY USEFUL: a free car wash for the first 2,000 customers who update their information in www.limpiatudacia.es (www.cleanyourdacia.es). And also because the shipment itself was REUSABLE. They printed it on a REAL CAR CLOTH. This way, whether they used the wash or not, they could use the mail in a practical way to help keep their car in perfect condition. IT CAN’T BE MORE PRACTICAL.