THE WORLD'S LONGEST EMAIL
|Category||A03. Cars & Automotive Products & Services|
|Title||THE WORLD'S LONGEST EMAIL|
|Entrant||MRM METEORITE London, UNITED KINGDOM|
|Idea Creation||MRM METEORITE London, UNITED KINGDOM|
|Nicky Bullard||MRM Meteorite||Chief Creative Officer|
|Jon Peacock||MRM Meteorite||Copywriter|
|Paul White||MRM Meteorite||Art Director|
|Pieter Malherbe||MRM Meteorite||Designer|
|Ben Moore||MRM Meteorite||Developer|
|Nick Barron||MRM Meteorite||Account Manager|
The CampaignWe demonstrated our dramatic fact dramatically. In the undramatic medium of email. We quite literally showed the hottest prospects on our database what an extra 40 metres feels like. By creating a 40 metre email. The longest email in the world.
Creative ExecutionUsers were invited scrolled down the email to discover how much further the Astra’s lights shine. Now, as we’ve said that’s a long way. So, to keep their attention we peppered the email with light hearted observations such as a glove in the road, or a warning to watch out for the pothole. We also used light hearted copy, encouraging them to keep going. And keep going they did.
ResultsEmail can be exciting. This undramatic medium delivered a pretty dramatic result with an ROI of 5.52.
The Astra is a family household name. In a cluttered market, we had to find the features that differentiate the model from its competitors. And brilliantly, the Vauxhall Astra’s LEDs shine up to 40M further, allowing drivers more time to react to the road. We were tasked with telling customers about this dramatic fact in one of the most undramtaic mediums. Email. One of the most over-used channels in Direct Marketing. So we created something that might just stand out as brightly as the lights themselves. A 40 metre email. The longest email ever made.
Brand relevance: The Astra is a family household name in the UK, but not always seen as the most cutting edge model in its class. In a cluttered market we had to find the features that differentiated the model from its competitors. Choice of campaign elements, target audience and approach: Email was chosen as a cost-effective way to target the hottest prospects on the data base. Through data and analytics of our database combining current model, age of vehicle and site activities identified our prospect pool. The audience was made up of 11 different segments (all at different life stages with the brand) ranging from current Astra drivers to Commercial Vehicle drivers. So we needed an impactful idea that would reach all of them just as powerfully.
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