Fiat Ulysse Towel
Client: Fiat
Agency: Arc
Fiat wanted to inform potential buyers of the Fiat Ulysse's high quality with a highly-targeted campaign. It aimed to increase test drives and sales. A combination of direct mail and electronic DM was used to segment the market into 'hot' and 'warm to cold' prospects.
In this way, Arc could produce a DM piece for the hot prospects, while electronic marketing was used to take the message further afield.
The above-the-line campaign pushed the Ulysse as being ideal for large families. It used 50s-style illustrations to depict Ulysse as a holiday destination families could visit. This was extended into the idea that owning a Ulysse is like being on holiday 365 days a year, with luxurious accommodation, wide open spaces and great views.
The electronic DM push echoed this theme with the idea of sending postcards home. An html email was sent to 51,625 consumers inviting them to check out the Ulysse and send a virtual postcard. This meant recipients were not only seeing the Ulysse, but hopefully participating in the campaign.
The postcards used the 50s illustration style to promote one of the Ulysse's main selling points.
Following the electronic DM, traffic to the Ulysse microsite grew 280 per cent; the email's opening rate was almost twice the industry average for unsolicited emails. Overall, the promo resulted in a 51 per cent growth in sales. Unprompted awareness rose from nil to nine per cent, 4.5 times higher than Ulysse's main competitor.
CRITERIA
This new category covers the increasing overlap between digital and direct marketing, and rewards entries that plan, co-ordinate and execute the two media successfully
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