altima x mini

an activation campaign around
the new MINI Clubman launch

Case study • PRM/CRM • May 2016

THE CHALLENGE

« Boost the launch of the MINI Clubman, new in this category :
4 month campaign to generate 6000 qualified leads
for the benefit of the MINI Stores. »

APPROACH

  • Identify the acquisition
    and loyalty (renewal)
    levers that generate
    results in order to
    generate requests for
    test drives by setting
    goals for each of them
  • favor the generation of
    test drive requests on
    a specific landing page
    with an acquisition
    mechanism that generates
    results and with personal and
    sequenced contact scenarios
  • remain within the brand
    platform, create emotion
    and desire with qualitative
    and creative support
    materials that are
    convincing and innovative
  • test and adapt the acquisition
    levers and PRM/CRM
    communication support materials
    during the entire campaign
    to optimize the overall
    acquisition cost for the plan

RESULTS

7 696 leads +28,3%
OF THE GOAL

-5%
FORECASTED
BUDGET EXPENSE

DOWNLOAD
THIS CASE STUDY

> DOWNLOAD