Getting it right matters
When you’re buying a new car, getting it right matters. You want something that’s going to tick all your boxes. And that’s exactly what we delivered for prospective Hyundai owners.
Challenge
Despite its reputation for affordable quality, Hyundai wasn’t getting onto enough test drive shortlists. We set out to change all that. By analysing purchase activity and changing unfocused monthly DM into insightful, behaviour-triggered eCRM, we were able to challenge those shortlists in time – showing drivers how well Hyundai stacked up against the usual suspects on their shortlists.
Strategy
Our eCRM creative reflected the ‘ticks in boxes’ insight, delivering clear, confident messaging and an empathetic approach. This got Hyundai onto car buyers’ shortlists and – most importantly – got them behind the wheel of the cars.
Results
By analysing purchase behaviour we switched from a process based mailing to an event triggered eCRM programme. Open rates, click through rates and most importantly cost per test drive levels were all redefined for the brand. Achieving an ROI of 10.5:1. Results that have fully committed the client to ongoing eCRM.
Figures correct at time of publication
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