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Automotive

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Brand:
BMW Motorcycles

Project:
BMW Motorcycles On-Handset Mobile Portal

Company:
-          Turkcell
-          Arc Marketing Services Turkey (concept development, project management, design)
-          Mobinex (technical development)


Goals:

The project had three main goals;

-          Effective communication with the members of the “BMW Rider’s Academy”, a community established by the BMW Motorcycle users.

-          Increasing the loyalty for the BMW Motorcycles and strengthening the feeling of belonging to the community.

-          Dissemination of the frequently updated information on products, prices and events to the members.


Solution:
The BMW Motorcycles On-handset Portal enables the brand to communicate product, price, event and distribution information through intelligent mobile applications, which are installed on the end-user handset. Download process is simple; users enter their phone numbers to receive a WAP-Push installation message to simply download the application over-the-air.

Results:

Since the day of the launch, the product has been praised by consumers as a “brilliant” source on information and communication. With their insatiable need for instant information on the new products and the events the riders have greatly accepted the application. “Send to a friend” option also helped the rapid spread of the application among the members.


           


 

Brand:

Volkswagen
Product:
Passat B6
Company:
Zingy

Goals
- Raise awareness of the 2006 Passat B6
- Showcase the 'not-so-standard' B6 features in an equally 'not-so-standard' way
- Reach 18-34 year old lifestyle enthusiasts by aligning with relevant and useful entertainment content

Solution
Volkswagen launched a cross-platform mobile campaign with Zingy. Ads featuring images of the Passat B6 appeared across Zingy's network of WAP sites, including Vindigo Restaurants and Vindigo Movies, and appeared throughout the Vindigo City Guide on PDAs. Both programs reached educated consumers, particularly influential adults in their 20s and 30s. Consumers were able to click to learn about the B6 and could also opt-in for additional information, such as test drive details and dealer locations. Zingy sent those emails out on Volkswagen's behalf to all who requested them.

Results
Response rates were significantly higher than online averages, with a click rate of over 3%.

According to Rachel Benore, New Media & Interactive Marketing Integrator at Volkswagen of America, "Our customers get technology and use it as a natural extension of their lives, we wanted to help them 'meet the 2006 Passat' on their terms. We love the rapid development of mobile technology and have invested a lot to get our customers' attention in this space. Since the Passat is not-so-standard, our ad placements are also not-so-standard."

Beyond Interactive, Volkswagen's interactive agency of record, creates novel campaigns to enable Volkswagen to reach their target consumer. According to Rory O'Connor, Beyond Interactive's vice president, "We're always looking for new distribution methods to reach Volkswagen's customers. Advertising the Passat's innovative features to Zingy's audience was a strong placement." <?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

 

       


       


Brand
: Hyundai

Product: Hyundai Accent Era

Company: Turkcell & Mobilturk

Goals:
Promote the new Hyundai Accent Era by encouraging potential customers to participate in a test drive in a cost efficient way, utilizing the mobile channel.  <?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />


Solutions:

The campaign was announced through ATL channels, including TV.  Those who participated in the test drive received a unique code to enter a competition via their mobile phone.  The prizes of the competition included 1 Hyundai Accent Era, 10 tickets for the World Cup, and every 50th entrant won a soccer ball. Those who participated in the campaign successfully also received a free of charge periodic service for the first 15,000 km.

 

Results:
15,000 potential customers participated in the test drive and SMS campaign.  Since customers needed to fill out a form before receiving the unique code to enter the SMS competition, the campaign also helped increase Hyundai’s database for future interaction, communication and loyalty programmes. 

      
 
Brand:
BP

Application: BP "Nerede Markam" (“Where is BP?”)

Company:  Turkcell & Figensoft

Goals:<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

  • Help potential customers find the nearst BP gas station
  • BP in Turkey has a system called “Tasitmatik”. Companies that have fleets subscribe to this program. They don’t pay at the station, they get a bill periodically. Not all stations have this facility. Therefore, clients need to know which stations provides this service. LBS was the perfect solution.
  • Differentiate the brand from the competition.  

Solution:
Figensoft is specialized in LBS. The service enables the mobile user to find the nearest station by sending a text message. User writes the brand name and sends it to Turkcell service short code. All the BP stations are located by GPS and stored in the database. When the text message is received, their location is found using a Mobile Positioning System. Then, the phone number and address of the nearest BP gas station is sent via SMS.

Results:
BP communicated this service in newspapers, internet, and radio as well as with POP’s in its gas stations. Additionaly, “Tasitmatik” customers received an emailing. Customer satisfaction was increased - BP received thank you emails and calls from customers for this service.

      

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Brand:         Renault

Product:      Renault Fix After Sales Packages

Company:   Turkcell & 121Metre

Goals:

§          Replace old fashioned Renault Fix presents like car mugs, towels with new digital presents

§          Improve logistics

§          Prevent fraud

§          Build a long-term brand relationship

 

 

Solution:
Renault runs a consumer promotion twice a year for Renault car maintenance to end user car owners. Each event lasts one month and is packed with original Renault parts discounts and pre-determines maintenance menus for the car owners. The natural habit is to award consumers with a small present for their positive response to the campaign. The usual presents would be a coffee-cup with Renault logo or a polar vest for drivers.

Renault wanted to introduce a new idea and better logistics this season. The new present idea needed to build a longer term relationship, be digital for logistic and fraud reasons.

121Metre introduced free 3-month SMS news package subscriptions provided by Turkcell to meet these targets. Car owners were presented a gift card with entry codes while picking their cars up after service. Once sending in the entry code, the customers were invited to choose from Weather, Finance and Football packages they will be receiving for 3 months.
121Metre and Turkcell together customized the SMS’s sent by the packages during this campaign to increase the branding value. Customers will be receiving 2-3 messages each of which are branded with RENAULT FIX PRESENTS texts.

The SMS package presents are advertised in print and radio along with the Renault Fix campaign itself.

Results:
The customers visiting Renault Service Stations within December 2005 have responded positively to the campaign. 34% of the customers have responded to the offer. Although the Renault Fix campaign is over now, its effects will remain live in customers’ SMS messages for the following 2 months.

As one of the important results of the campaign, Renault now knows what percent of its customers are interested in Football versus Finance and Weather. These results shed light on the themes Renault would sponsor or communicate in the future.

m-Qube & <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Pontiac<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

Objective:
To drive awareness of the G6 and its cutting edge technology

Solution:
There's a reason that the car Oprah Winfrey gave away to her stunned audience members in the fall of 2004 was a G6. The sport sedan is critical to General Motors initiative to revitalize its passenger car offerings. Aimed at a target audience ranging from 24 to 45 year olds, General Motors recognized the need to build a powerful buzz-generating mobile marketing program to connect the G6 with hip mobile trendsetters.

To generate buzz among car aficionado’s and camera phone enthusiasts, m-Qube helped Digitas, the agency of record, conceive and execute a cross-carrier picture messaging program. Consumers had the opportunity to snap a photo of a G6 for a chance to win $1 million, both using their phone or a digital camera, and then send it in via their phone or personal computer. A free ringtone of the Clash's “Should I Stay or Should I Go” was offered to everyone who entered via camera phone through a download on a web site. Consumers learned about the promotion through prime time TV spots, and Print advertising (including publications such as People and InStyle), and radio advertisements aired during morning drive time on popular stations nationwide. The mobile program created a new and engaging communications channel for Pontiac.

Results:
In addition to significantly lifting traffic to the G6 web site, Pontiac expanded its visibility among demographically attractive mobile phone users. With this unique mobile marketing program under their belt, Digitas and Pontiac are planning additional mobile programs to increase brand visibility and drive sales.

 

Brand
Cadillac/GM

Objective
Reach the Cadillac consumer in a way that represents their brand in an innovative way while complimenting their traditional and online media campaigns

Mechanics
Cadillac and Vindigo City Guides launched one of the first contextual sponsorships within mobile phones. Cadillac Hot Spots, a sponsored channel on Vindigo city guides, provides wireless subscribers with an exclusive insider’s guide to the best in shopping and restaurants in Cadillac’s top 10 markets, including New York, Los Angeles and San Francisco.   The ad model acts as an extension and enhancement to what Vindigo city guide subscribers are already looking for

Results
Still running – launched in September.