Consumers have other things to do with their time than mess around with brands. So you have to send them something that makes sense to them and is useful as well as relevant.

Background

Renault wanted to update the contact details they had of 45,000 customers who had been and might still be potential customers for their low-cost line of Dacia cars.

They were reluctant to hand out information about themselves.

However, the insight was that because they were practical people, they might respond to a practical suggestion.

Idea

Among the several creative challenges were that the mailing had to be inexpensive. And it had to offer a reward to people who responded to it.

A goal was set of a 3% database fulfillment.

So the idea was to mail everyone a message printed on a real car cloth, offering a free car wash to the first 2,000 customers to update their information online.

Even if people didn’t reply, the cloth was of practical value and supported the brand’s values.

Results

Confidential.

Comment

If you’re going to send something through the mail to try to persuade a recipient to sign up or log on or whatever, you have a huge barrier to overcome. They have other things to do with their time than mess around with brands. So you have to send them something that makes sense to them and is useful as well as relevant.

As a creative director, I got fed up with being sent bottles of aspirin (“We’ll cure your headaches”) and oranges (“We’re fresh!”). I would have given anyone a job who sent me something meaningful like this.

 

 


CREDITS
 Client: Renault España Comercial S.A.
Product ACIA AUTOMOTIVES