Honda - Love Driving
21% open rate, 40% click rate (of openers), 8% response rate (completed forms)
The combination of our Love Driving campaign and the follow on campaign, Take A Tour, resulted in the headline result of selling a car for every 174 emails.
Thinking Our strategy for Honda has always been: understanding first, marketing second. We devised the Love Driving campaign to allow Honda to gain valuable insight into its existing prospect database.
Following the philosophy that it makes sense to 'ask before you talk', the Love Driving activity incentivised prospects to tell Honda what they love about driving - and win a Civic in the process.
The knowledge gained has allowed Honda to speak to its database in a more targeted manner - and sell more cars in the process. And even though not designed as a sales piece, the Love Driving activity still converted one new car sale for every 900 emails sent.
