2016 Silver Best use of mobile and/or connected devices

Agency Digitonic

Client Renault

Campaign summary

An SMS that delivers video for a fraction of the cost of an MMS

Campaign overview

Renault recently launched the All-New Renault Mégane. As part of the launch campaign, Renault held events across the UK allowing users to test-drive the Mégane at a top UK racetrack during summer 2016.

The goal of the mDoc campaign was to increase attendance at these incredible events, increase test-drive bookings and sell more cars.

Strategy

The Mobile Device Optimised Content (mDoc) platform was built in-house and delivers device-perfect image, audio and video content and up to 1,000 characters via SMS.

An mDoc message requires the user to open the SMS, and with standard open rates of more than 98%, mobile is the channel to increase the chances of messages being read. If a device is unable to receive the mDoc, the user receives a Rich Media Text (RMT) - a link to view the content.

The Renault RMT sent consumers to a landing page with the latest All-New Mégane commercial.

They used extensively profiled, fully opted-in data to target males aged 35–45 likely to buy. This audience also lived in a 75-mile radius of the events and were interested in cars. The events were scheduled across five weekends in the summer of 2016, and on the lead up to each weekend event, recipients who signed up to the events received a reminder SMS.

Creativity

The mDoc technology portrayed the movement of the car, letting users experience the thrill of the drive.

Renault flaunted the Mégane’s new sleek design in an attractive setting and delivered the message directly into customers’ hands.

The in-house system sent the mDoc campaign on 9 July 2016, to 315,000 records. A key objective of mDoc is to convey the personality of the brand and powerful imagery into the SMS inbox to combat possible trust issues previously associated with traditional SMS.

This combination of image, video and copy gives users a better feel for the brand as well as a more persuasive message.

Results

mDoc out-performed the fallback Rich Media Text (RMT) and delivering visual content straight into an mDoc recipient’s inbox had great impact and produced higher conversions and generated more test-drives for Renault.

The mDoc click to register for the event rate was 2.29% compared to 1.16% with the fallback RMT.

Every 286 mDoc messages delivered resulted in a test drive booked, compared to every 673 RMT. A retargeting campaign a few days after the initial send reengaged users who showed an initial interest in the event by clicking the link using different copy.

In this second send, 7,000 users who had clicked the link in their mDoc or Rich Media Text (RMT) received another message.

The retargeting campaign was a huge success; every 88 messages sent resulted in a test drive booked.

Team

Iain Wilcox (Marketing Director) • Lynsay Cameron (Senior Mobile Marketing Manager) • Rachael Kennedy (Account Manager) • Ami Kevan (Graphic Designer)