automotive case studies personalise. engage. measure.
automotive case studiespersonalise. engage. measure.
2
eBridge is a unique advertising concept that fuses traditional direct mail and digital media
to close the gap between offline and online.
9 of the top 10 global brands on the 'Interbrand ranking' rely on solutions by Sony DADC,
find out why...
personalise
engage
measure
Tailor the disc content to your audience, with unlimited variations. Reflect their particular interests, they‘re hooked!
Captivate all of your customers with bespoke personalised content and add media richness to the brand experience.
Capture the customer journey through the life of the disc and the online landing page.
ToJohn Citizen
Dear Mr. Citizen
Dear Mr. Citizen
www
+ + = eBr idgepersonalised integrated media
Editorial Direct 2.0 – Perfectly integrated campaigns 4
Audi Agencies: BBH (London), Good Technology (London) 8
BMW Agency: Interone Worldwide (BBDO) (Munich) 12
Land Rover Agency: Wunderman (Frankfurt/Main) 16
Lexus Agency: Partners Andrews Aldridge (London) 20
Maserati Agency: Card eMotion (Vienna) 24
Mercedes-Benz Agency: RMG Connect (Frankfurt/Main) 28
Porsche Agencies: Bassier, Bergmann & Kindler, Chromedia 32
Google | Lloyds TSB | Skandia | UBS | Aeropostale | BAUR Versand | La Redoute | Weltbild | Yves Rocher
Cerner Multum Pharma | Januvia | MSD Pharma | Sandoz | Deutsche Post | La Poste | Poste Italiane | Royal Mail
TNT Post | Intel | Kabel Deutschland | Sky | Telecom Italia | Lufthansa | SalzburgerLand Tourismus | Sheraton Hotels
Contents
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Other clients
EditorialDirect 2.0 – Perfectly integrated campaigns
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Editorial: Direct 2.0 – Perfectly integrated campaignsBuild bridges into the web with networked communication360 degrees, crossmedia or integrated communication? The synonyms for integrated communication are as varied as their interpretations. Many advertisers have now turned
their backs on the misunderstanding that integrated communication means simply communicating a subject including its claim and link across the widest variety of channels.
The industry has learned that the well-intentioned but simple adaptation of a campaign for all media is not enough. Efficient integrated communication comprises two essen-
tial elements: the message and the communicative idea. Both elements are media neutral and can therefore be considered to be detached. In practice, this could appear as
follows: In the context of a multi-week campaign, print advertising is used to attract attention. The main aim of using direct mail is to trigger an impulse in the target group
that leads them to the microsite advertised, wins them as a new customer and increases the efficiency of traditional advertising.
In order to achieve this aim, traditional print advertising is broken down into its individual components and an attempt made to filter out the message and the communi-
cative idea. The next step is the planning of the crossmedia campaign with the aim of effecting an emphatic but gentle transfer of the target group from offline to online.
Direct mail serves as a key medium while the microsite acts as the target medium. The agency briefing comprises only the derived message and the communicative idea. This
approach frees the agency from the tight corset imposed by traditional advertising and leads to highly efficient integrated communication. In the final step, visuals for all
channels are homogenised as far as is necessary.
From offline to online with no media break?For many years, advertisers have tried to re-educate consumers to abstain from changing channels during the commercial break. It is, however, extremely convenient for the
consumer to use the remote control to escape the onslaught of advertising. With just one click you're on another channel. Many advertisers are now hoping that a similar
switch from offline to online can be made. Bridges can be built to minimise the media break between direct mail and online. A demonstrably functioning bridge, for exam-
ple, is a personalised DVD or CD that not only personally greets the interested party once the disc has been inserted into the PC but also immediately leads to the website in
question after a 20-second commercial. It also offers the possibility of transporting advertising via DVD player directly in to the consumer’s living room, the so-called lean back
environment.
Consumers in an age of change in media useThe “Institute for the Future” published a study back in 2006 entitled “Marketing 2.0” with the result that consumer responsiveness must be adapted to socio-technological
and socio-cultural innovations. In this way, there is a paradigm shift from lean back to lean forward that is already crossing over into the mainstream. Unfortunately, Germa-
ny is lagging far behind in the field of interactive television and TV is, unlike SMS and telephone, a one-way street for direct response. Given the current change in media
use, lean forward media such as Web 2.0 hypes YouTube and JOOST have an effect where consumer responsiveness in direct marketing must be changed. Lean forward
requires engagement on the part of the consumer. And engagement leads to an increased brand experience and thus an emotional bond to the brand. Therefore, integrated
campaigns between direct mail and online only work if the rules of the respective channels are respected. So the content must lead the consumer to active, multimedia inter-
action with the message.
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Integrated campaign for Lexus UKFor the launch of the IS 250 model of the prestige car brand Lexus, the
London agency Partners Andrews Aldridge developed an integrated
campaign, networked across several channels. A traditional print adver-
tising route coupled with posters was used to attract attention. Existing
interested parties were contacted by e-mail. All channels led to the micro-
site with the theme “TAKE CONTROL OF THE IS 250”.
As direct mail components of the new crossmedia Lexus IS 250 cam-
paign, the manufacturer used a disc that was personalised both inside
and out and packaged in an A5 postcard mailer, thus making it possible
to address its target group both personally and in an arresting manner. Its
primary aim was to lead the recipient conveniently but excitedly to the IS
250 microsite and to encourage him to take a test drive.
Once the recipient had inserted the disc into his PC, he found himself to
be the main player in a mysterious film intro sequence in which a Lexus
on a simulated track in a gloomy hangar is put to the test – steered by
the user. The intro sequence was personalised throughout, the name and
home town of the recipient being directly incorporated: “At a computer
in Frankfurt, John Citizen takes control.”
Afterwards, the user was directed immediately to the IS 250 microsite
where the car was steered by him using the keyboard. With just one click,
the recipient could confirm a test-drive booking using the ready-filled-in
forms using his data.
ConclusionWith an above-average response rate, Lexus’s expectations of this
campaign were far exceeded.
This article was published in the DDV 2008 year book.
Solutions by Sony DADC
You can find more detailed information on the Lexus case study on page 22.
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Audi
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DIN A5 Expericard Mailing including personalised eBridge
DetailsTargeting a mix of warm prospects and cold list data, the campaign fulfilment came in the form of a
personalised eBridge that was mailed to each recipient. Upon placing the disc in their PC, the recipient
was addressed personally using pre-loaded information from Audi’s database. Alongside a 360-degree
tour of the car’s interior and exterior, the disc hosted the TV commercial and gave the recipient a
co-driver’s view of an off-road test drive through forests and across moors.
A key feature of the eBridge is its rich and sophisticated interactivity with a clearly defined return path
to Audi. With just one mouse click each time, recipients could confirm their data, request a printed
brochure and, importantly, book a test drive at their local Audi dealership by using the pre-filled
registration form.
Client
Audi, UK
AgencyBBH, London, UK
Good Technology, London, UK
Partner
The First Mailing Company, UK
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Pre-Filled Registration Form Exterior 360° Tour
GoalThe major goals were to generate requests to test drive the
new Audi Q7 and to gain the tracking data in regard to the
Audi 360-degree tour.
ResultsThe eBridge has had 3,480 unique users so far (from a total
of 33,400 mailed – a response rate of over 10%) and of
these, 24% (830) have gone on to request a test drive,
which was the primary objective of the pack.
Solutions by Sony DADC
BMW
13
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Generierung von Probefahrten
Qualifizierung von Leads für CRM
eMail Permission
DIN A5 mailing with personalised eBridgeClientBMW, Germany
AgencyInterone Worldwide (BBDO)
GoalGeneration of leads
Qualification of leads for CRM
e-mail permission
Quantity200,000
CountryGermany
PeriodJuly 2008
14
Solutions by Sony DADC
Multimedia Interface – Landing page Personalised pre-filled Registration Form
“With eBridge from Sony DADC, we at Interone Worldwide were presented with an innovative and, above all, effective
tool which suits our agency portfolio perfectly. Perfectly because eBridge represents a highly effective link between
traditional dialogue marketing and digital communication. Both fields are highly pronounced at our agency and at our
client BMW.”
Marcus Kikisch,Managing Director, Interone Worldwide (BBDO)
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Land Rover
17
The eBridge disc was included in the customer magazine as a cover mount.ClientLand Rover Deutschland GmbH, Germany
AgencyWunderman, Frankfurt/Main
GoalGeneration of e-mail permission
Introduction of “Summit” magazine
Transfer from offline to online
Quantity25,000
CountryGermany
PeriodJanuary 2007
18
Multimedia Interface – Landing page Online Magazine "Summit"
“For us, eBridge means successful integrated communica-
tion with personalisation and involvement, that previously
were not technologically possible. Simply brilliant!”
Bernd Fliesser,CCO Wunderman Germany
Solutions by Sony DADC
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Lexus
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DIN A5 Expericard Mailing including personalised eBridge – RearDetailseBridge was the choice of automotive manufacturer Lexus to reach its
target audience in a personal and compelling way via Direct Mail.
The primary goal was to lead people to the IS 250 online micro site in a
convenient, exciting way and encourage them to book a test drive.
The eBridge disc was mailed out within a DIN A5 Expericard postcard. After
loading the disc in their PC, the recipients find themselves to be the main
character in a mysterious intro movie about a Lexus car which is mounted
on a rolling road at a secret location. They are at the controls and can drive
the vehicle as they wish. This was made possible by the personalisation of
the intro sequence using the recipient’s data to build the sentence: "At a
computer in London, John Citizen takes control."
Afterwards the recipient is automatically transported to the IS 250
micro site where the car is viewed by CCTV cameras and controlled by
the recipient’s keyboard.
With just one click recipients could confirm their data for a test drive via
pre-filled registration forms. To further improve the ROI, existing marketing
collateral and websites have been repurposed for this eBridge campaign.
The existing Lexus micro site has been extended with pre-filled test drive
and brochure request forms as well as campaign reporting.
Client
Lexus, UK
Agency
Partners Andrews Aldridge, London, UK
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The Recipient finds himself as the Main Character in a mysterious Intro Movie Interior Tour
GoalThe major objectives were to generate test drive requests and
to increase consumer awareness of the Lexus brand and the
IS 250 car.
ResultsThe campaign achieved a response rate of 11.1% representing
1,811 unique consumers who experienced the 'virtual test
drive' and engaged with the Lexus brand. The conversion rate
of 4.42% represents the test drive bookings. The campaign
objectives have been reported as "over achieved".
Solutions by Sony DADC
Maserati
25
DIN A5 Card eMotion Mailing with personalised eBridge
DetailsThe new Maserati GranTurismo range is characterised by a unique sporty and powerful style. In order
to introduce the target group to the vehicle and to offer an easy response channel, Maserati chose
eBridge.
The mailing looks enticing because of its packaging, which skilfully builds up the suspense and shows
the name of the recipient (on the disc’s surface) through a window. After inserting the disc, the
recipients were greeted with a personalised introduction with a high-resolution full screen video.
Pre-completed forms provided the recipients with a simple online response channel.
Client
Maserati
Agency
Card eMotion
Country
Austria
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Multimedia Interface – Landing page Registration form
GoalWorking with eBridge, Maserati planned an exclusive multi-
media presentation of the new model resulting in high lead
generation (test drive booking, orders for brochures and
call-back), which was automatically forwarded to the local
dealers. Exact access statistics showed the usage of the discs
and brand exposure.
ResultsUsage rate – Offline(market research/telephone interviews): 51%
Online Response Rate: 23,45%
Response Rate(Test drive bookings & leads): 65%
Solutions by Sony DADC
27
Mercedes-Benz
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DIN A5 Expericard mailing with personalised eBridge – reverseClientDaimler AG, Germany
AgencyRMG Connect
GoalGeneration of e-mail permission
Introduction of online magazine
Transfer from offline to online
Quantity100,000
CountryThe Netherlands
PeriodJune 2008
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Multimedia Interface with personalised pre-filled Registration Form Online magazine
“We developed a CD Rom in conjunction with our partners RMG Connect and Sony DADC. Its aim was to draw the
attention of customers and parties interested in the Mercedes-Benz brand – who, at this point, were familiar only with
the printed version of our Mercedes magazine – to the online version and to achieve new subscriptions. We are very
satisfied with the result, as is the market.”
Tanja Weber,Loyalty Programme Manager, Interactive Marketing BC/MI, Mercedes-Benz Cars
Solutions by Sony DADC
31
Porsche
33
Hardcover book “The new 911 Carrera model” with personalised eBridge
ClientDr. Ing. h.c. F. Porsche AG
AgenciesBassier, Bergmann & Kindler
Chromedia
GoalLaunch Porsche 911
Generation of test drives
Quantity100,000
CountriesUSA, EMEA
PeriodApril 2008
34
Multimedia Interface – Landing page The history of the Porsche 911
Solutions by Sony DADC
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Find more compelling interactive case studies on www.sonydadc.com/ebridge
Solutions by Sony DADC
[email protected]/ebridge
Contact
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