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personalise. engage. measure.
automotive case studies
eBridge is a unique advertising concept that fuses traditional direct mail and digital media
    to close the gap between offline and online.

    9 of the top 10 global brands on the 'Interbrand ranking' rely on solutions by Sony DADC,
    find out why...


    personalise          Tailor the disc content to your audience, with unlimited variations.
                         Reflect their particular interests, they‘re hooked!



               engage       Captivate all of your customers with bespoke personalised content and add
                            media richness to the brand experience.


                  measure       Capture the customer journey through the life of the disc and the
                                online landing page.




                                                           www


                       +                          +                           =
                                   Dear
                                   Mr. Citizen
       To
       John Citizen
                                                              Dear
                                                              Mr. Citizen                       eBridge
                                                                                                personalised integrated media




2
Contents
Editorial            Direct 2.0 – Perfectly integrated campaigns                                                        4
Audi                 Agencies: BBH (London), Good Technology (London)                                                   8
BMW                  Agency: Interone Worldwide (BBDO) (Munich)                                                        12
Land Rover           Agency: Wunderman (Frankfurt/Main)                                                                16
Lexus                Agency: Partners Andrews Aldridge (London)                                                        20
Maserati             Agency: Card eMotion (Vienna)                                                                     24
Mercedes-Benz        Agency: RMG Connect (Frankfurt/Main)                                                              28
Porsche              Agencies: Bassier, Bergmann & Kindler, Chromedia                                                  32




Other clients
Google | Lloyds TSB | Skandia | UBS | Aeropostale | BAUR Versand | La Redoute | Weltbild | Yves Rocher
Cerner Multum Pharma | Januvia | MSD Pharma | Sandoz | Deutsche Post | La Poste | Poste Italiane | Royal Mail
TNT Post | Intel | Kabel Deutschland | Sky | Telecom Italia | Lufthansa | SalzburgerLand Tourismus | Sheraton Hotels




                                                                                                                            3
Editorial
Direct 2.0 – Perfectly integrated campaigns
                                                 5
Editorial: Direct 2.0 – Perfectly integrated campaigns
    Build bridges into the web with networked communication
    360 degrees, crossmedia or integrated communication? The synonyms for integrated communication are as varied as their interpretations. Many advertisers have now turned
    their backs on the misunderstanding that integrated communication means simply communicating a subject including its claim and link across the widest variety of channels.
    The industry has learned that the well-intentioned but simple adaptation of a campaign for all media is not enough. Efficient integrated communication comprises two essen-
    tial elements: the message and the communicative idea. Both elements are media neutral and can therefore be considered to be detached. In practice, this could appear as
    follows: In the context of a multi-week campaign, print advertising is used to attract attention. The main aim of using direct mail is to trigger an impulse in the target group
    that leads them to the microsite advertised, wins them as a new customer and increases the efficiency of traditional advertising.
    In order to achieve this aim, traditional print advertising is broken down into its individual components and an attempt made to filter out the message and the communi-
    cative idea. The next step is the planning of the crossmedia campaign with the aim of effecting an emphatic but gentle transfer of the target group from offline to online.
    Direct mail serves as a key medium while the microsite acts as the target medium. The agency briefing comprises only the derived message and the communicative idea. This
    approach frees the agency from the tight corset imposed by traditional advertising and leads to highly efficient integrated communication. In the final step, visuals for all
    channels are homogenised as far as is necessary.

    From offline to online with no media break?
    For many years, advertisers have tried to re-educate consumers to abstain from changing channels during the commercial break. It is, however, extremely convenient for the
    consumer to use the remote control to escape the onslaught of advertising. With just one click you're on another channel. Many advertisers are now hoping that a similar
    switch from offline to online can be made. Bridges can be built to minimise the media break between direct mail and online. A demonstrably functioning bridge, for exam-
    ple, is a personalised DVD or CD that not only personally greets the interested party once the disc has been inserted into the PC but also immediately leads to the website in
    question after a 20-second commercial. It also offers the possibility of transporting advertising via DVD player directly in to the consumer’s living room, the so-called lean back
    environment.

    Consumers in an age of change in media use
    The “Institute for the Future” published a study back in 2006 entitled “Marketing 2.0” with the result that consumer responsiveness must be adapted to socio-technological
    and socio-cultural innovations. In this way, there is a paradigm shift from lean back to lean forward that is already crossing over into the mainstream. Unfortunately, Germa-
    ny is lagging far behind in the field of interactive television and TV is, unlike SMS and telephone, a one-way street for direct response. Given the current change in media
    use, lean forward media such as Web 2.0 hypes YouTube and JOOST have an effect where consumer responsiveness in direct marketing must be changed. Lean forward
    requires engagement on the part of the consumer. And engagement leads to an increased brand experience and thus an emotional bond to the brand. Therefore, integrated
    campaigns between direct mail and online only work if the rules of the respective channels are respected. So the content must lead the consumer to active, multimedia inter-
    action with the message.




6
Integrated campaign for Lexus UK
For the launch of the IS 250 model of the prestige car brand Lexus, the
London agency Partners Andrews Aldridge developed an integrated
campaign, networked across several channels. A traditional print adver-
tising route coupled with posters was used to attract attention. Existing
interested parties were contacted by e-mail. All channels led to the micro-
site with the theme “TAKE CONTROL OF THE IS 250”.
As direct mail components of the new crossmedia Lexus IS 250 cam-
paign, the manufacturer used a disc that was personalised both inside
and out and packaged in an A5 postcard mailer, thus making it possible
to address its target group both personally and in an arresting manner. Its
primary aim was to lead the recipient conveniently but excitedly to the IS
250 microsite and to encourage him to take a test drive.
Once the recipient had inserted the disc into his PC, he found himself to
be the main player in a mysterious film intro sequence in which a Lexus
on a simulated track in a gloomy hangar is put to the test – steered by
                                                                              You can find more detailed information on the Lexus case study
the user. The intro sequence was personalised throughout, the name and
                                                                              on page 22.
home town of the recipient being directly incorporated: “At a computer
in Frankfurt, John Citizen takes control.”
Afterwards, the user was directed immediately to the IS 250 microsite
where the car was steered by him using the keyboard. With just one click,
the recipient could confirm a test-drive booking using the ready-filled-in
forms using his data.

Conclusion
With an above-average response rate, Lexus’s expectations of this
campaign were far exceeded.



This article was published in the DDV 2008 year book.




                                                                                                                                                           7



                                                                                                                                  Solutions by Sony DADC
Audi
       9
Details
                                                                                  Targeting a mix of warm prospects and cold list data, the campaign fulfilment came in the form of a
                                                                                  personalised eBridge that was mailed to each recipient. Upon placing the disc in their PC, the recipient
                                                                                  was addressed personally using pre-loaded information from Audi’s database. Alongside a 360-degree
                                                                                  tour of the car’s interior and exterior, the disc hosted the TV commercial and gave the recipient a
                                                                                  co-driver’s view of an off-road test drive through forests and across moors.

                                                                                  A key feature of the eBridge is its rich and sophisticated interactivity with a clearly defined return path
                                                                                  to Audi. With just one mouse click each time, recipients could confirm their data, request a printed
                                                                                  brochure and, importantly, book a test drive at their local Audi dealership by using the pre-filled
                                                                                  registration form.




                                                                              DIN A5 Expericard Mailing including personalised eBridge




     Client     Agency                        Partner
                BBH, London, UK
     Audi, UK   Good Technology, London, UK   The First Mailing Company, UK

10
Goal
                                   The major goals were to generate requests to test drive the
                                   new Audi Q7 and to gain the tracking data in regard to the
                                   Audi 360-degree tour.

                                   Results
                                   The eBridge has had 3,480 unique users so far (from a total
                                   of 33,400 mailed – a response rate of over 10%) and of
                                   these, 24% (830) have gone on to request a test drive,
                                   which was the primary objective of the pack.




Pre-Filled Registration Form   Exterior 360° Tour




                                                                                                                          11



                                                                                                 Solutions by Sony DADC
BMW
      13
Client
     Ziel                                                                    DIN A5 mailing with personalised eBridge
     Lorem Germany
     BMW, ipsum dolor sit amet, consectetuer adipiscing elit, sed
     diam nonummy nibh euismod tincidunt ut laoreet dolore magna
     aliquam erat volutpat. Ut wisi enim ad minim veniam, quis no-
     Agency
     strud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex
     Interone Worldwide (BBDO)
     ea commodo consequat. Duis autem vel eum iriure dolor in hend-
     rerit in vulputate velit esse molestie consequat, vel illum dolore eu
     feugiat nulla facilisis at vero et accumsan et iusto odio dignissim
     Goal
     qui blandit praesent luptatum zzril delenit augue duis dolore te
     Generation of leads
     feugait nulla facilisi. for CRM
     Qualification of leads
     Generierung von Probefahrten
     e-mail permission
     Qualifizierung von Leads für CRM
     eMail Permission
     Quantity
     200,000


     Country
     Germany


     Period
     July 2008




14
Multimedia Interface – Landing page                                             Personalised pre-filled Registration Form




   “With eBridge from Sony DADC, we at Interone Worldwide were presented with an innovative and, above all, effective
   tool which suits our agency portfolio perfectly. Perfectly because eBridge represents a highly effective link between
   traditional dialogue marketing and digital communication. Both fields are highly pronounced at our agency and at our
   client BMW.”
   Marcus Kikisch,
   Managing Director, Interone Worldwide (BBDO)




                                                                                                                                                     15



                                                                                                                            Solutions by Sony DADC
Land Rover
             17
Client                                 The eBridge disc was included in the customer magazine as a cover mount.
     Land Rover Deutschland GmbH, Germany


     Agency
     Wunderman, Frankfurt/Main


     Goal
     Generation of e-mail permission
     Introduction of “Summit” magazine
     Transfer from offline to online


     Quantity
     25,000


     Country
     Germany


     Period
     January 2007




18
Multimedia Interface – Landing page   Online Magazine "Summit"




                                         “For us, eBridge means successful integrated communica-
                                         tion with personalisation and involvement, that previously
                                         were not technologically possible. Simply brilliant!”
                                         Bernd Fliesser,
                                         CCO Wunderman Germany




                                                                                                                               19


                                                                                                      Solutions by Sony DADC
Lexus
        21
Details                                                                          DIN A5 Expericard Mailing including personalised eBridge – Rear
     eBridge was the choice of automotive manufacturer Lexus to reach its
     target audience in a personal and compelling way via Direct Mail.
     The primary goal was to lead people to the IS 250 online micro site in a
     convenient, exciting way and encourage them to book a test drive.

     The eBridge disc was mailed out within a DIN A5 Expericard postcard. After
     loading the disc in their PC, the recipients find themselves to be the main
     character in a mysterious intro movie about a Lexus car which is mounted
     on a rolling road at a secret location. They are at the controls and can drive
     the vehicle as they wish. This was made possible by the personalisation of
     the intro sequence using the recipient’s data to build the sentence: "At a
     computer in London, John Citizen takes control."

     Afterwards the recipient is automatically transported to the IS 250
     micro site where the car is viewed by CCTV cameras and controlled by
     the recipient’s keyboard.

     With just one click recipients could confirm their data for a test drive via
     pre-filled registration forms. To further improve the ROI, existing marketing
     collateral and websites have been repurposed for this eBridge campaign.
     The existing Lexus micro site has been extended with pre-filled test drive
     and brochure request forms as well as campaign reporting.




                                                                                      Client           Agency

                                                                                      Lexus, UK        Partners Andrews Aldridge, London, UK

22
The Recipient finds himself as the Main Character in a mysterious Intro Movie   Interior Tour




                                                                                    Goal
                                                                                    The major objectives were to generate test drive requests and
                                                                                    to increase consumer awareness of the Lexus brand and the
                                                                                    IS 250 car.

                                                                                    Results
                                                                                    The campaign achieved a response rate of 11.1% representing
                                                                                    1,811 unique consumers who experienced the 'virtual test
                                                                                    drive' and engaged with the Lexus brand. The conversion rate
                                                                                    of 4.42% represents the test drive bookings. The campaign
                                                                                    objectives have been reported as "over achieved".

                                                                                                                                                               23



                                                                                                                                      Solutions by Sony DADC
Maserati
           25
Details
                                             The new Maserati GranTurismo range is characterised by a unique sporty and powerful style. In order
                                             to introduce the target group to the vehicle and to offer an easy response channel, Maserati chose
                                             eBridge.

                                             The mailing looks enticing because of its packaging, which skilfully builds up the suspense and shows
                                             the name of the recipient (on the disc’s surface) through a window. After inserting the disc, the
                                             recipients were greeted with a personalised introduction with a high-resolution full screen video.
                                             Pre-completed forms provided the recipients with a simple online response channel.




                                         DIN A5 Card eMotion Mailing with personalised eBridge




     Client     Agency         Country

     Maserati   Card eMotion   Austria

26
Goal
                                          Working with eBridge, Maserati planned an exclusive multi-
                                          media presentation of the new model resulting in high lead
                                          generation (test drive booking, orders for brochures and
                                          call-back), which was automatically forwarded to the local
                                          dealers. Exact access statistics showed the usage of the discs
                                          and brand exposure.

                                          Results
                                          Usage rate – Offline
                                          (market research/telephone interviews):   51%
                                          Online Response Rate:                     23,45%
                                          Response Rate
                                          (Test drive bookings & leads):            65%




Multimedia Interface – Landing page   Registration form




                                                                                                                                    27



                                                                                                           Solutions by Sony DADC
Mercedes-Benz
                29
Client                            DIN A5 Expericard mailing with personalised eBridge – reverse
     Daimler AG, Germany


     Agency
     RMG Connect


     Goal
     Generation of e-mail permission
     Introduction of online magazine
     Transfer from offline to online


     Quantity
     100,000


     Country
     The Netherlands


     Period
     June 2008




30
Multimedia Interface with personalised pre-filled Registration Form              Online magazine




    “We developed a CD Rom in conjunction with our partners RMG Connect and Sony DADC. Its aim was to draw the
    attention of customers and parties interested in the Mercedes-Benz brand – who, at this point, were familiar only with
    the printed version of our Mercedes magazine – to the online version and to achieve new subscriptions. We are very
    satisfied with the result, as is the market.”
    Tanja Weber,
    Loyalty Programme Manager, Interactive Marketing BC/MI, Mercedes-Benz Cars




                                                                                                                                                      31



                                                                                                                             Solutions by Sony DADC
Porsche
          33
Client                                                     Quantity
        Dr. Ing. h.c. F. Porsche AG                                100,000


        Agencies                                                   Countries
        Bassier, Bergmann & Kindler                                USA, EMEA
        Chromedia

                                                                   Period
        Goal                                                       April 2008
        Launch Porsche 911
        Generation of test drives




     Hardcover book “The new 911 Carrera model” with personalised eBridge




34
Multimedia Interface – Landing page   The history of the Porsche 911




                                                                                                35



                                                                       Solutions by Sony DADC
Austria, Germany & Switzerland

Sony DADC
Sonystrasse 20
5081 Anif / Salzburg, Austria
Phone Austria: +43 6246 880 555
Phone Germany: +49 6074 498 106
dirk.poschenrieder@sonydadc.com


United Kingdom

Sony DADC UK
Kent House, 14-17 Market Place, 5th floor
London W1W 8AJ
United Kingdom
Phone: +44 20 7307 9775                     Find more compelling interactive case studies on
daniel.finn@sonydadc.com
                                                                   www.sonydadc.com/ebridge
France

Sony DADC France
140, rue Gallieni
92100 Boulogne Billancourt
France
Phone: +33 1 6413 8242
david.rofe@sonydadc.com


Nordic Region

Sony DADC Nordics
Sluseholmen 2-4
2450 Copenhagen                                                                                   Contact




                                                                                                                          FoldeBAUT0209E
Denmark
Phone: +45 7070 2725                                                                              ebridge@sonydadc.com
ebridge@sonydadc.com                                                                           www.sonydadc.com/ebridge




                                                                                               Solutions by Sony DADC

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Sony eBridge: Automotive Case Studies

  • 2. eBridge is a unique advertising concept that fuses traditional direct mail and digital media to close the gap between offline and online. 9 of the top 10 global brands on the 'Interbrand ranking' rely on solutions by Sony DADC, find out why... personalise Tailor the disc content to your audience, with unlimited variations. Reflect their particular interests, they‘re hooked! engage Captivate all of your customers with bespoke personalised content and add media richness to the brand experience. measure Capture the customer journey through the life of the disc and the online landing page. www + + = Dear Mr. Citizen To John Citizen Dear Mr. Citizen eBridge personalised integrated media 2
  • 3. Contents Editorial Direct 2.0 – Perfectly integrated campaigns 4 Audi Agencies: BBH (London), Good Technology (London) 8 BMW Agency: Interone Worldwide (BBDO) (Munich) 12 Land Rover Agency: Wunderman (Frankfurt/Main) 16 Lexus Agency: Partners Andrews Aldridge (London) 20 Maserati Agency: Card eMotion (Vienna) 24 Mercedes-Benz Agency: RMG Connect (Frankfurt/Main) 28 Porsche Agencies: Bassier, Bergmann & Kindler, Chromedia 32 Other clients Google | Lloyds TSB | Skandia | UBS | Aeropostale | BAUR Versand | La Redoute | Weltbild | Yves Rocher Cerner Multum Pharma | Januvia | MSD Pharma | Sandoz | Deutsche Post | La Poste | Poste Italiane | Royal Mail TNT Post | Intel | Kabel Deutschland | Sky | Telecom Italia | Lufthansa | SalzburgerLand Tourismus | Sheraton Hotels 3
  • 4. Editorial Direct 2.0 – Perfectly integrated campaigns 5
  • 5. Editorial: Direct 2.0 – Perfectly integrated campaigns Build bridges into the web with networked communication 360 degrees, crossmedia or integrated communication? The synonyms for integrated communication are as varied as their interpretations. Many advertisers have now turned their backs on the misunderstanding that integrated communication means simply communicating a subject including its claim and link across the widest variety of channels. The industry has learned that the well-intentioned but simple adaptation of a campaign for all media is not enough. Efficient integrated communication comprises two essen- tial elements: the message and the communicative idea. Both elements are media neutral and can therefore be considered to be detached. In practice, this could appear as follows: In the context of a multi-week campaign, print advertising is used to attract attention. The main aim of using direct mail is to trigger an impulse in the target group that leads them to the microsite advertised, wins them as a new customer and increases the efficiency of traditional advertising. In order to achieve this aim, traditional print advertising is broken down into its individual components and an attempt made to filter out the message and the communi- cative idea. The next step is the planning of the crossmedia campaign with the aim of effecting an emphatic but gentle transfer of the target group from offline to online. Direct mail serves as a key medium while the microsite acts as the target medium. The agency briefing comprises only the derived message and the communicative idea. This approach frees the agency from the tight corset imposed by traditional advertising and leads to highly efficient integrated communication. In the final step, visuals for all channels are homogenised as far as is necessary. From offline to online with no media break? For many years, advertisers have tried to re-educate consumers to abstain from changing channels during the commercial break. It is, however, extremely convenient for the consumer to use the remote control to escape the onslaught of advertising. With just one click you're on another channel. Many advertisers are now hoping that a similar switch from offline to online can be made. Bridges can be built to minimise the media break between direct mail and online. A demonstrably functioning bridge, for exam- ple, is a personalised DVD or CD that not only personally greets the interested party once the disc has been inserted into the PC but also immediately leads to the website in question after a 20-second commercial. It also offers the possibility of transporting advertising via DVD player directly in to the consumer’s living room, the so-called lean back environment. Consumers in an age of change in media use The “Institute for the Future” published a study back in 2006 entitled “Marketing 2.0” with the result that consumer responsiveness must be adapted to socio-technological and socio-cultural innovations. In this way, there is a paradigm shift from lean back to lean forward that is already crossing over into the mainstream. Unfortunately, Germa- ny is lagging far behind in the field of interactive television and TV is, unlike SMS and telephone, a one-way street for direct response. Given the current change in media use, lean forward media such as Web 2.0 hypes YouTube and JOOST have an effect where consumer responsiveness in direct marketing must be changed. Lean forward requires engagement on the part of the consumer. And engagement leads to an increased brand experience and thus an emotional bond to the brand. Therefore, integrated campaigns between direct mail and online only work if the rules of the respective channels are respected. So the content must lead the consumer to active, multimedia inter- action with the message. 6
  • 6. Integrated campaign for Lexus UK For the launch of the IS 250 model of the prestige car brand Lexus, the London agency Partners Andrews Aldridge developed an integrated campaign, networked across several channels. A traditional print adver- tising route coupled with posters was used to attract attention. Existing interested parties were contacted by e-mail. All channels led to the micro- site with the theme “TAKE CONTROL OF THE IS 250”. As direct mail components of the new crossmedia Lexus IS 250 cam- paign, the manufacturer used a disc that was personalised both inside and out and packaged in an A5 postcard mailer, thus making it possible to address its target group both personally and in an arresting manner. Its primary aim was to lead the recipient conveniently but excitedly to the IS 250 microsite and to encourage him to take a test drive. Once the recipient had inserted the disc into his PC, he found himself to be the main player in a mysterious film intro sequence in which a Lexus on a simulated track in a gloomy hangar is put to the test – steered by You can find more detailed information on the Lexus case study the user. The intro sequence was personalised throughout, the name and on page 22. home town of the recipient being directly incorporated: “At a computer in Frankfurt, John Citizen takes control.” Afterwards, the user was directed immediately to the IS 250 microsite where the car was steered by him using the keyboard. With just one click, the recipient could confirm a test-drive booking using the ready-filled-in forms using his data. Conclusion With an above-average response rate, Lexus’s expectations of this campaign were far exceeded. This article was published in the DDV 2008 year book. 7 Solutions by Sony DADC
  • 7. Audi 9
  • 8. Details Targeting a mix of warm prospects and cold list data, the campaign fulfilment came in the form of a personalised eBridge that was mailed to each recipient. Upon placing the disc in their PC, the recipient was addressed personally using pre-loaded information from Audi’s database. Alongside a 360-degree tour of the car’s interior and exterior, the disc hosted the TV commercial and gave the recipient a co-driver’s view of an off-road test drive through forests and across moors. A key feature of the eBridge is its rich and sophisticated interactivity with a clearly defined return path to Audi. With just one mouse click each time, recipients could confirm their data, request a printed brochure and, importantly, book a test drive at their local Audi dealership by using the pre-filled registration form. DIN A5 Expericard Mailing including personalised eBridge Client Agency Partner BBH, London, UK Audi, UK Good Technology, London, UK The First Mailing Company, UK 10
  • 9. Goal The major goals were to generate requests to test drive the new Audi Q7 and to gain the tracking data in regard to the Audi 360-degree tour. Results The eBridge has had 3,480 unique users so far (from a total of 33,400 mailed – a response rate of over 10%) and of these, 24% (830) have gone on to request a test drive, which was the primary objective of the pack. Pre-Filled Registration Form Exterior 360° Tour 11 Solutions by Sony DADC
  • 10. BMW 13
  • 11. Client Ziel DIN A5 mailing with personalised eBridge Lorem Germany BMW, ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis no- Agency strud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex Interone Worldwide (BBDO) ea commodo consequat. Duis autem vel eum iriure dolor in hend- rerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero et accumsan et iusto odio dignissim Goal qui blandit praesent luptatum zzril delenit augue duis dolore te Generation of leads feugait nulla facilisi. for CRM Qualification of leads Generierung von Probefahrten e-mail permission Qualifizierung von Leads für CRM eMail Permission Quantity 200,000 Country Germany Period July 2008 14
  • 12. Multimedia Interface – Landing page Personalised pre-filled Registration Form “With eBridge from Sony DADC, we at Interone Worldwide were presented with an innovative and, above all, effective tool which suits our agency portfolio perfectly. Perfectly because eBridge represents a highly effective link between traditional dialogue marketing and digital communication. Both fields are highly pronounced at our agency and at our client BMW.” Marcus Kikisch, Managing Director, Interone Worldwide (BBDO) 15 Solutions by Sony DADC
  • 14. Client The eBridge disc was included in the customer magazine as a cover mount. Land Rover Deutschland GmbH, Germany Agency Wunderman, Frankfurt/Main Goal Generation of e-mail permission Introduction of “Summit” magazine Transfer from offline to online Quantity 25,000 Country Germany Period January 2007 18
  • 15. Multimedia Interface – Landing page Online Magazine "Summit" “For us, eBridge means successful integrated communica- tion with personalisation and involvement, that previously were not technologically possible. Simply brilliant!” Bernd Fliesser, CCO Wunderman Germany 19 Solutions by Sony DADC
  • 16. Lexus 21
  • 17. Details DIN A5 Expericard Mailing including personalised eBridge – Rear eBridge was the choice of automotive manufacturer Lexus to reach its target audience in a personal and compelling way via Direct Mail. The primary goal was to lead people to the IS 250 online micro site in a convenient, exciting way and encourage them to book a test drive. The eBridge disc was mailed out within a DIN A5 Expericard postcard. After loading the disc in their PC, the recipients find themselves to be the main character in a mysterious intro movie about a Lexus car which is mounted on a rolling road at a secret location. They are at the controls and can drive the vehicle as they wish. This was made possible by the personalisation of the intro sequence using the recipient’s data to build the sentence: "At a computer in London, John Citizen takes control." Afterwards the recipient is automatically transported to the IS 250 micro site where the car is viewed by CCTV cameras and controlled by the recipient’s keyboard. With just one click recipients could confirm their data for a test drive via pre-filled registration forms. To further improve the ROI, existing marketing collateral and websites have been repurposed for this eBridge campaign. The existing Lexus micro site has been extended with pre-filled test drive and brochure request forms as well as campaign reporting. Client Agency Lexus, UK Partners Andrews Aldridge, London, UK 22
  • 18. The Recipient finds himself as the Main Character in a mysterious Intro Movie Interior Tour Goal The major objectives were to generate test drive requests and to increase consumer awareness of the Lexus brand and the IS 250 car. Results The campaign achieved a response rate of 11.1% representing 1,811 unique consumers who experienced the 'virtual test drive' and engaged with the Lexus brand. The conversion rate of 4.42% represents the test drive bookings. The campaign objectives have been reported as "over achieved". 23 Solutions by Sony DADC
  • 19. Maserati 25
  • 20. Details The new Maserati GranTurismo range is characterised by a unique sporty and powerful style. In order to introduce the target group to the vehicle and to offer an easy response channel, Maserati chose eBridge. The mailing looks enticing because of its packaging, which skilfully builds up the suspense and shows the name of the recipient (on the disc’s surface) through a window. After inserting the disc, the recipients were greeted with a personalised introduction with a high-resolution full screen video. Pre-completed forms provided the recipients with a simple online response channel. DIN A5 Card eMotion Mailing with personalised eBridge Client Agency Country Maserati Card eMotion Austria 26
  • 21. Goal Working with eBridge, Maserati planned an exclusive multi- media presentation of the new model resulting in high lead generation (test drive booking, orders for brochures and call-back), which was automatically forwarded to the local dealers. Exact access statistics showed the usage of the discs and brand exposure. Results Usage rate – Offline (market research/telephone interviews): 51% Online Response Rate: 23,45% Response Rate (Test drive bookings & leads): 65% Multimedia Interface – Landing page Registration form 27 Solutions by Sony DADC
  • 23. Client DIN A5 Expericard mailing with personalised eBridge – reverse Daimler AG, Germany Agency RMG Connect Goal Generation of e-mail permission Introduction of online magazine Transfer from offline to online Quantity 100,000 Country The Netherlands Period June 2008 30
  • 24. Multimedia Interface with personalised pre-filled Registration Form Online magazine “We developed a CD Rom in conjunction with our partners RMG Connect and Sony DADC. Its aim was to draw the attention of customers and parties interested in the Mercedes-Benz brand – who, at this point, were familiar only with the printed version of our Mercedes magazine – to the online version and to achieve new subscriptions. We are very satisfied with the result, as is the market.” Tanja Weber, Loyalty Programme Manager, Interactive Marketing BC/MI, Mercedes-Benz Cars 31 Solutions by Sony DADC
  • 25. Porsche 33
  • 26. Client Quantity Dr. Ing. h.c. F. Porsche AG 100,000 Agencies Countries Bassier, Bergmann & Kindler USA, EMEA Chromedia Period Goal April 2008 Launch Porsche 911 Generation of test drives Hardcover book “The new 911 Carrera model” with personalised eBridge 34
  • 27. Multimedia Interface – Landing page The history of the Porsche 911 35 Solutions by Sony DADC
  • 28. Austria, Germany & Switzerland Sony DADC Sonystrasse 20 5081 Anif / Salzburg, Austria Phone Austria: +43 6246 880 555 Phone Germany: +49 6074 498 106 dirk.poschenrieder@sonydadc.com United Kingdom Sony DADC UK Kent House, 14-17 Market Place, 5th floor London W1W 8AJ United Kingdom Phone: +44 20 7307 9775 Find more compelling interactive case studies on daniel.finn@sonydadc.com www.sonydadc.com/ebridge France Sony DADC France 140, rue Gallieni 92100 Boulogne Billancourt France Phone: +33 1 6413 8242 david.rofe@sonydadc.com Nordic Region Sony DADC Nordics Sluseholmen 2-4 2450 Copenhagen Contact FoldeBAUT0209E Denmark Phone: +45 7070 2725 ebridge@sonydadc.com ebridge@sonydadc.com www.sonydadc.com/ebridge Solutions by Sony DADC