Outsell and Saatchi & Saatchi’s 2013 Toyota RAV4 Launch Campaign Wins Gold W³ Award and Platinum Summit Marketing Effectiveness Award
The All New 2013 Toyota RAV4 was about to launch and Outsell and Saatchi & Saatchi were tasked to drive awareness, test drives, and sales for 164 participating Toyota dealers across the country. We connected to each dealer’s sales database and sent out RAV4 teaser email content for several months prior to the launch in order to gather behavioral click data and measure RAV4 interest.
The RAV4 Launch campaign consisted of 3 main elements. First, we deployed a targeted initial email that was meant to spread awareness and send traffic to the second element—a custom RAV4 microsite. While on the microsite, consumers were immersed in beautiful imagery and engaging RAV4 content, and encouraged to schedule a test drive and browse the dealer’s inventory.
The third element of the launch was a targeted follow-up email to the consumers who engaged in the initial email/microsite. The goal was to re-engage these consumers and close the deal on a new RAV4.
We saw incredible engagement rates with the RAV4 launch program. 56,000 consumers interacted with the RAV4 Launch emails/microsite. The follow-up email had a unique open rate of 53%—5 times higher than typical benchmarks. Consumers who interacted with this campaign generated approximately $6.1 million in RAV4 sales revenue for participating dealers.*
*To calculate linked sales revenue, we looked at individuals who interacted with the campaign and subsequently purchased a new RAV4 from a participating dealer. Revenue was calculated based on the price paid to the dealer for each RAV4 sale.
The campaign has since won a Gold W³ Award and a Platinum Summit Marketing Effectiveness Award. The W³ Awards honors creative excellence on the web, and recognizes the creative and marketing professionals behind award winning sites, videos and marketing programs. The Summit Marketing Effectiveness Award (Summit MEA) allows companies to demonstrate their ability to influence consumer’s knowledge, attitudes, and beliefs.
Check out other Outsell Awards and Recognitions here.