CASE STUDY: Driving sales of Jaguar fleet cars via mobile
Provided by Weve
Jaguar reaches consumers with relevant, location-based mobile messaging.
What was the Challenge / Background of the Campaign?
Recent research demonstrates how essential mobile is to the car purchase decision making process, with 62% of people searching for cars on their phone and 33% using them to compare prices. Therefore we helped Jaguar maximize this mobile marketing in order to most efficiently reach and attract potential customers.
What was the Campaign Objective?
To drive sales of Jaguar fleet cars.
What was the Solution?
The campaign had 2 parts: Jaguar first chose to motivate potential customers with a fun incentive. Creative 1- MMS sent linking through to Jaguar site promoting the chance to win a Jaguar 'track day' and hotel stay. Jaguar then took a step further with Weve's WeLocate to enable consumers based on location. Creative 2- the same MMS sent with location based targeting around Motorexpo.
What were the Results?
Connecting the offline world with the online one through WeLocate proved effective among message recipients. Creative 1 received a 2.8% CTR and creative 2 received a 3.7% CTR. Furthermore, 50% of those who clicked entered the competition.