Outsell and Saatchi & Saatchi’s Toyota Corolla Marketing Campaign Wins 2014 W3 Award
Outsell along with agency partner Saatchi & Saatchi NYC wins Silver 2014 W3 Award for the 2014 Toyota Corolla Launch campaign
Outsell and Saatchi & Saatchi’s 2014 Toyota Corolla launch campaign received a 2014 W3 Silver Award for Email Marketing Campaign in the Automotive category. Last year Outsell and Saatchi & Saatchi also received an award for the Toyota RAV4 launch campaign in this same category.
The Winners of The 2014 W3 Awards were announced this month by the International Academy of the Visual Arts and were chosen from over 4,000 entries. The W3 Awards honors outstanding Websites, Web Marketing, Web Video, Mobile Sites/Apps & Social content created by some of the best interactive agencies, designers, and creators worldwide. To view a complete list of W3 Award Winners, please visit www.w3award.com.
“Thank you W3 for recognizing our work two years in a row. I want to congratulate the Outsell and Saatchi & Saatchi NYC teams that collaborated on another successful integrated marketing campaign for Toyota North America,” said Michael Wethington, CEO, Outsell LLC. “This campaign clearly demonstrates the success of analytically-driven cross-channel marketing campaigns that engage customers with relevant, timely communications. We’ve again proven that the combination of innovative technology, top-notch creative and predictive analytics provide a memorable customer experience that leads to strong business outcomes.”
2014 Toyota Corolla Launch Campaign
The purpose of the integrated campaign was to drive awareness of the all-new 2014 Toyota Corolla, enhance brand perception, increase consumer engagement and drive sales at participating Toyota dealers nationwide. Prior to launch, Outsell & Saatchi & Saatchi gathered 2013 behavioral data to measure interest in the new Corolla and identify the “most likely to engage” prospects. Based on these analytical insights, the next step involved connecting to hundreds of dealer databases, and sending out targeted emails to these high quality prospects.
The launch consisted of 3 main elements:
• Initial targeted email – Utilizing online and offline behavioral data gathered from the teaser phase, an analytically targeted email was sent to increase awareness and direct traffic to a custom microsite.
• A custom Corolla microsite – Visually appealing, persuasive content led visitors to schedule a test-drive and browse dealer inventory.
• A targeted follow-up email – For those that engaged with the initial email and microsite but did not act, a second communication was sent offering them a second chance to get a great deal on a Toyota Corolla.
The program drove extraordinary engagement and response rates. More than 70,000 consumers interacted with the launch email and microsite, generating nearly 8,100 “test-drive” clicks and over $3.8 million in sales revenue for participating dealers.
To view examples of the award-winning campaign emails and microsite, please visit: http://dsdealer.com/styles/2014corolla/award/index.html
W3 Awards
The W3 Awards honors creative excellence on the Web, and recognizes the creative and marketing professionals behind award winning Websites, Web Video and Online Marketing programs. Simply put, the W3 is the first major Web competition to be accessible to the biggest agencies, the smallest firms, and everyone in between. Small firms are as likely to win as Fortune 500 companies and international agencies.
The W3 Awards is sanctioned and judged by the Academy of Interactive and Visual Arts, an invitation-only body consisting of top-tier professionals from a “Who’s Who” of acclaimed media, advertising, and marketing firms. Please visit www.aiva.org for a full member list and additional information.
For more information about the W3 Awards, please visit www.w3award.com, email The W3 Awards at info@w3award.com or call 212-675-3555.