Company
Opel
Industry
Retail
Agency Ematters BV
Location
The Netherlands
Opel has existed for over a century. More than 110 years of passion for technology and cars summarized in three words” Wir leben Autos.”
“We live cars.”
Cars play an important role in our daily lives. Opel wanted to maintain a relationship with consumers and be part of the “important car moments” in their lives.
They needed insight into the entire lifecycle of the driver to understand when and how they use and buy their cars.
The key to this insight was access to data. Opel captured data from numerous sources. It had to be aggregated and then analyzed to identify new target audiences and the motivations that would inspire them.
Then a campaign had to be structured leveraging all channels, online and offline, where the target audience interacts around the motivation theme.
Selligent’s flexible system and Ematters guidance allowed Opel to capture new subscribers and insight on their car preferences as survey responses were written into the database. Those preferences were then used to personalize follow-up communications about the contest and winners.
Automated journeys prompted entrants all along the way and encouraged them to share the survey with friends in email and on Facebook to increase participation.
Over 20,000 people participated in the survey with a conversion rate of 8%. The campaign exceeded all planned KPIs.
