mDoc is the latest in mobile technology, delivering images, audio and video content directly into the SMS inbox of consumers. Due to the highly visual nature of the automotive industry and marketing, mDoc is the ideal solution to engage consumers with the event and drive users to the registration page.
In Summer 2016, Renault launched the All-New Renault Mégane. As part of the launch campaign, Renault held events allowing customers to test drive the All-New Mégane at top racetracks across the UK.
Digitonic have previous success in the automotive industry and worked with Renault to implement an mDoc marketing campaign.
Renault sought an innovative way to increase the test drives booked at their Roadshow event.
Target people who live within a reasonable distance from each racetrack to ensure relevancy of the event and high attendance.
Increase attendance at the Renault Roadshow.
Raise awareness of the All-New Mégane and Renault brand.
Increase the number of test drives booked.
Increase sales of the Renault range.
Develop a personalised mDoc campaign showing an enticing, short video of the All-New Renault Mégane racing down a scenic route, directly into the SMS inbox of potential customers as well as copy about the event and a link to the registration page.
The mDoc technology ensures each user receives optimised content for their device. If the mDoc hasn’t been received a fallback message is sent, redirecting the user to the Renault commercial and the registration page.
Profiled, fully opted-in data was used to only target users who live within a 75 mile radiance of each event, ensuing high attendance at each event.
Fully tracked campaign to measure effectiveness and ROI.
Retargeting element with personalised reminder messages closer to the event data to ensure high attendance on the day.
3% CTA clicks achieved
635 test drives booked
Test drive to sales conversions consistent with the very best performing media channels
Significantly outperformed traditional marketing activity for the same campaign
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