Universal Motors, the dealer for Volkswagen in Ghana, Africa, wanted to use direct mobile marketing to alert mobile customers to the availability of the new Touareg. The sooner word gets out, the faster the dealer can complete transactions. The campaign used interactive text dialogue to gauge user interest in the new Touareg. The mobile campaign received a 30% response rate. "In our business, timing is critical. With Optism and Tigo Ads we know we’re reaching people who are interested in our ads and we can be confident they are reading our messages because mobile messaging is so reliable."

1. Case Study /Volkswagen®
Reaching new customers quickly in Ghana
Campaign Objectives
In Ghana, car dealers bring in a shipload of vehicles, sell them, and order
another shipload. The sooner word gets out, the faster the dealer can
complete transactions. Universal Motors, the exclusive dealer for Volkswagen,
wanted to use direct mobile marketing to alert customers to the availability
of the new Touareg.
The new VW Touareg The redesign of the Thanks for the
has been unleashed VW Touareg comes response, Universal
by Universal Motors, with optimised Motors is the authorised
do you want to know engines, new interior, dealer in VW vehicles
more? faster, lighter and in Ghana.
easier to handle call
1=Yes 2=No Universal Motors
on 0302243434
for inquiry
Campaign Results
Optism-enabled Tigo Ads proved to be an excellent complement to print
and billboard marketing campaigns in Ghana. Mobile ads put contact
information directly into people’s hands. No pens required. By age, the most
responsive were 35-50 and over 50s, and the least responsive were 25-34s.
30% Responded to the campaign
90%
of respondents wanted
Campaign Solution more information
Interactive text dialogue ads were sent to the
mobile phones of an opted-in audience who Males / were equally responsive
had indicated they were interested in cars.
Females
Ads were sent out just before a holiday In addition to the immediate benefit of notifying people of the new
weekend – when people would have time car’s availability, the company can use the campaign to gauge interest
to shop. Ad recipients who wanted more in a particular vehicle and plan its next shipment accordingly.
“
information received a second message
about the car’s features and a contact
In our business, timing is critical. With Optism and Tigo Ads
number. Replying is always free.
we know we’re reaching people who are interested in our
”
ads and we can be confident they are reading our messages
because mobile messaging is so reliable.
Universal Motors (Volkswagen)
To find out what Optism can do for advertisers and mobile operators, visit optism.com