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2018 Bronze Best use of email

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Agency: Proximity London and Merkle

Client: SEAT UK

Campaign name: SEAT Arona Launch

Campaign overview

Picking your dream car, made easy

The brief

As the SUV segment was slowed – and tasked with an ambitious sales target – Proximity London and Merkle needed to make finding and choosing a SEAT Arona fun and easy

Strategy

The first challenge any successful launch of the SEAT Arona faced was naming conventions.

With a huge range of vehicles the shopping experience was confusing for customers. It added up to frustration and had a negative effect on the buying experience.

To combat this, SEAT renamed the vehicles around the driving experiences they knew customers were looking for.

Gone were the two-letter abbreviations and missing vowels.

Instead, SEAT introduced prospects to “The Stylish One”, “The Sporty One”, “The Luxury One” and “The Essential One”.

Customers tested with the new naming structure loved it. Now the work needed an equally straightforward and engaging way to communicate and help even more drivers find the right Arona.

Creativity

The campaign utilised technology to make it possible to deliver a questionnaire on an email platform.

This meant customers could interact to discover the right trim without ever leaving the communication.

The work delivered an effective decision tree behind straight-talking, playful questions such as “What’s driving about for you?” and “What do you want to feel when you drive?”

All human questions that would lead to a driving experience rather than a badge.

Customers got simple multiple choice answers, which moved them quickly to the Arona best suited to their needs right there in the email, without having to browse endless webpages or suss out fiddly configurations.

Results

A first in tech utilisation for Volkswagen Group UK resulted in record dwell time with communications going up by 125% as customers didn’t need to go to a new platform to experience it.

The engagement from the contacted group contributed towards 2,230 SEAT car orders of which 574 selected the Arona, with 44% of the customers being new to brand.

All resulting in an ROI of 8:1.

Not only that, but the naming convention approach and tech to deliver it is now being rolled out across the SEAT range.

Team

Proximity London - Josh Dixon, Strategy Lead - James Mountain, Creative - Rowan Early, Creative - Jason Cascarina, Creative - John Treacy, Executive Creative Director - Durelle Gregory, Design - Lauren Ratcliff, Account Manager - Prena Amin, Account Director

Merkle Inc - David Watkins, Strategy Lead - Ollie Compton, Strategic Support -Jasdeep Heer, Production - George Barda, Production - David Watkins, Senior Account Manager

SEAT UK - Martine Edgell, CRM and Retail Marketing Manager

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