Citroën were launching their new C3 Aircross SUV. But the SUV market is a war. Citroën needed to protect its own customers and sell to new ones.
Gone are the days when new models are revealed at motor shows. Now prototypes are teased; spy-shots released; test drives arranged for journos - all months before the model is 'launched'.
We turned this to our advantage. Using CRM, we encouraged existing customers to feel every stage of the launch. Data analytics identified Citroën customers who fit the Aircross profile and were in the purchase window. An 8-month CRM programme utilised geo-location to invite customers to VIP events and test drives. A suite of emails revealed, bit-by-bit, the Citroën C3 Aircross' incredible tech, while multi-flipper DM dramatised a myriad of personalisation combinations.
Are 14 communications too many? No. Open rates and click-throughs remained consistently high throughout the campaign.
85% of sales of the new C3 Aircross, generated by the CRM programme, were to existing Citroën customers, demonstrating our success in protecting customers in this highly competitive SUV market.