2007 All-new Kia Rondo Introduction email (“Soft Launch”) Follow-up email (“Soft Launch”) Launch email Launch direct mail (exterior) Launch direct mail (interior with test-drive certificate) CAMPAIGN OBJECTIVES: • “SOFT LAUNCH” PHASE: To reach out to Kia Owners and Handraisers, introducing them to “the all-new, highly enlightened Kia Rondo” — to pique interest and drive early buying-cycle action (e.g., get them to the website to learn more, and possibly to a local dealer to test drive). • “LAUNCH” PHASE: To extend the concept of “Rondoism” and ask prospects to “get enlightened.” Through both DM and EM, prospects are urged to visit Rondoism.com, and to experience the Rondo firsthand in order to “get on the path to Happy Driverness.” Many prospects also receive a test-drive offer, good for a complimentary Reward Choice TM Certificate. (In this phase, we reach out to Kia Owners, Handraisers, and Conquest audiences.)
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2007 All-new Kia Rondo
Introduction email (“Soft Launch”)
Follow-up email (“Soft Launch”)
Launch email
Launch direct mail(exterior)
Launch direct mail(interior with test-drive certificate)
CAMPAIGN OBJECTIVES:
• “SOFT LAUNCH” PHASE: To reach out to Kia Owners and Handraisers, introducing them to “the all-new, highly enlightened Kia Rondo” — to piqueinterest and drive early buying-cycle action (e.g., get them to the website to learn more, and possibly to a local dealer to test drive).
• “LAUNCH” PHASE: To extend the concept of “Rondoism” and ask prospectsto “get enlightened.” Through both DM and EM, prospects are urged to visitRondoism.com, and to experience the Rondo firsthand in order to “get onthe path to Happy Driverness.” Many prospects also receive a test-driveoffer, good for a complimentary Reward ChoiceTM Certificate. (In this phase,we reach out to Kia Owners, Handraisers, and Conquest audiences.)
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