DMA Gold Award Winning Campaign Generates 7X Sales Target Results

Edit delivers best-in-class CRM for one of the world’s best-loved premium automotive brands. Using our bespoke Infinity platform, we generate real-time 1:1 customer engagement. We combine cutting-edge technology with pioneering profiling to achieve award-winning results, such as our DMA Gold-winning Button Pack that generated an ROI of 48:1.

The Client

Jaguar Land Rover is the UK’s largest automotive manufacturer, built around two iconic British car brands: Land Rover, the world’s leading manufacturer of premium all-wheel- drive vehicles; and Jaguar, one of the world’s premier luxury sports saloon and sports car marques. Edit provide a wide range of services for the brand, focused on marketing technology, data science, and strategic planning to deliver relevant and measurable customer first experiences and communications. 

Our mission is to convert and nurture relationships, helping Jaguar Land Rover to unlock the potential of their first party data. 

We do this by ‘connecting’ Jaguar Land Rover to their customers through: 

  • Technology enablement 
  • Enriching data 
  • Identification of actionable insights 
  • Personalisation of communications and experiences 

The Edit Effect

Edit works closely with the client and their creative agency to deliver more than 3,000 CRM campaigns a year. But that’s only the tip of the iceberg. Whether it’s targeting microaudiences of less than 200 boat-owning prospects within an hour of the sea, or using our bespoke Infinity Brain platform to drive personalisation at scale, we harness intelligent data to keep our client at the front of the grid.

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CRM campaigns delivered per year

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Incremental profit from our retention programme

The Button Pack: re-inventing direct mail for a digital generation

The Challenge

How do you optimise test drive uptakes for a time-poor, digitally-bombarded audience in a post-GDPR world?

Our target audience were practical, resourceful, 40-plus year-olds, who lead active outdoor lives. Their vehicle must empower them to go anywhere and do anything. We needed to show that the new Defender was not just “Waitrose car park”, it was still rugged off-road. 

We targeted ‘warm’ prospects who were interested in the new Defender but hadn’t taken a test drive, identifying them through visits to the Land Rover website, requests to be kept informed or from retailer leads. They were invited to a Land Rover Experience (LRE) day to try the new Defender in its natural off-road environment. Our invitation communications-built anticipation and excitement and made the process of attending simple. 

When we were asked how we could supercharge test drive requests for a premium new model, we knew we had to do something different.

The Button Pack

We combined cutting edge RFID technology with pioneering profiling to re-invent direct mail for the digital age. That’s how our DMA Gold-winning Button Pack was born.

The Button Pack was the world’s first use of WND Network and Sigfox technology within direct mail. With a single push of a replica start button in the pack, the recipient was able to book a test drive.

The radio transmission technology allowed us to connect the ignition button to our CRM system that, in turn, delivered the test drive request to the recipient’s local dealer. This triggered an SMS and email to the recipient confirming the booking and that the retailer would be in touch. All this happened in real-time, in a GDPR-compliant manner that required no sign-up, pre-interaction, Bluetooth, tethering, or Wi-Fi connection.

A QR code and fall back URL enabled each customer to seamlessly navigate to the booking form; first to choose from one of nine experience locations across the country, followed by time and date availability. 

To help convert customers to purchase, integrated systems would – upon customer attendance – create and share a lead with a customer’s local retailer for follow-up; a brief audience bio helping them understand how each prospect had been qualified. 

Customers would then be called within two hours of attending the event to talk about their experience and next steps. 

The Results

The mailpack invite enticed 1,096 customers to attend a Land Rover Experience Day – a 22% response rate, at a cost-effective £1.88 per pack (plus driving experience cost). 

Eventually, 985 hot prospects attended, a rate of 89%. Customers said it had changed their perception of New Defender and helped them understand the vehicle and its features. 

Leads were passed to each customer’s local Land Rover retailer to follow up the experience with conversion, resulting in 147 car sales. 

This was seven times the sales target, generating an ROI of 29:1. 

Customers who attended Land Rover Experience Days told us it had changed their perceptions and they loved it. In the words of some of the LRE day attendees:  

“I really didn’t like it, but now I understand what it is I think it’s awesome” 

“Amazing car. Effortless off-road. Worthy of the Defender nameplate” 

 

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New models sold