Renault (Turkcell & 121Metre) | MMA Global

Renault (Turkcell & 121Metre)

January 16, 2006
      

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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.