Audi were running their 'Future Now' omni-channel campaign and wanted to increase the awareness of it in an innovative way and precise manner. Along with campaign awareness Audi were looking to engage with customers to get them to book test drives in the nearest dealership that would eventually lead to sales. Audi were aware that making purchase decision in the automotive sector is complex, where research is done digitally, but buying in person is the way of finalising it. So the challenge for many car dealership companies is to bridge the gap between the digital and physical engagement. While Audi wanted broad awareness, they also wanted to be selective in who they target the offer with.
- Selective Targeting
- Test Drive booking
With our LBM solution, we successfully addressed Audi's specific campaign requirements and target audience. So we did by basin that targeting on real-time proximity, age and mobile handset type. This ensured that only the right customers were contacted. The campaign was designed to target certain group of males, in the near proximity to one of Audi dealerships. Using iMOBMEDIA's location-based SMS solution, 56,000 messages were sent within the agreed geofence of the 16 dealerships that were previously approved. Closing online-offline marketing loop with iMOBMEDIA's real-time location-based solutions, was very successful and opportune for Audi clients to visit their nearby dealership and create in-store engagement.
Using our location-based SMS solution, iMOBMEDIA achieved an impressive contact rate of 67% over the 16 dealerships for the campaign. That breaks down as 56,000 messages sent with over 37,000 targeted customers receiving them. Audi got 46 times their Return on Investment (ROI) with 6 cars sold being directly linked back to the SMS messages sent.
Audi effectively utilised real-time location-based mobile marketing through iMOBMEDIA LBM solution by identifying the right connection to build engagement in the physical world, representing 67% boost in contact rate and 46 X ROI.
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