2013 Toyota RAV4 Launch Integrated Marketing Campaign Takes Home Two Prestigious Industry Awards
Outsell along with agency partner Saatchi & Saatchi has won a Gold 2013 W3 Award and a Platinum Summit Marketing Effectiveness Award for the 2013 Toyota RAV4 launch campaign.
Outsell and Saatchi & Saatchi’s 2013 Toyota RAV4 launch campaign received a 2013 W3 Gold Award for Email Marketing Campaign in the Automotive category. The Winners of The 2013 W3 Awards were announced in September 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 Apps created by some of the best interactive agencies, designers, and creators worldwide.
The Platinum 2013 Summit Marketing Effectiveness Award was recently presented to Outsell and Saatchi & Saatchi for Integrated/Mixed Media/Ad Campaign category for the 2013 Toyota RAV4 launch. The Toyota launch campaign came in second place from 812 total entries.
“The design and launch of the Toyota campaign was a collaborative effort by the talented teams at Saatchi & Saatchi and Outsell, and we congratulate everyone involved,” said Mike Wethington, President & CEO, Outsell LLC. “The campaign produced impressive results and is proof that an integrated cross-channel digital marketing campaign is one of the most powerful mechanisms for a brand to increase customer awareness and drive sales.”
2013 Toyota RAV4 Launch Campaign
The all new 2013 Toyota RAV4 was about to launch and Saatchi & Saatchi and Outsell were tasked to create awareness, encourage test drives and drive sales for the 164 participating Toyota dealers across North America. For several months prior to the launch, RAV4 teaser emails were sent via each dealer’s sales database in order to gather behavioral data and measure RAV4 interest. The subsequent launch campaign consisted of 3 main elements:
• Targeted initial email – an introductory email was sent to create launch awareness and drive traffic to the RAV4 microsite.
• Custom RAV4 microsite – consumers could review valuable RAV4 content and were encouraged to schedule a test-drive and browse the dealer’s inventory.
• Targeted follow-up email – was sent to the consumers who engaged with the initial email or visited the microsite.
The overall goal was to create a dialog with interested consumers and close the deal on a new RAV4. The results were impressive: over 56,000 consumers interacted with the RAV4 launch emails/microsite, generating approximately $6.1 million in RAV4 sales revenue for the participating dealers.*
To view examples of the award-winning campaign emails and microsite, please visit: http://dsdealer.com/styles/rav4-launch/
*To calculate linked sales revenue, Outsell / Saatchi & Saatchi 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 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 & 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.iavisarts.org for a full member list and additional information. For more information about the W³ Awards and to see a complete list of winners please visit www.w3award.com.
The Summit Marketing Effectiveness (MEA) Award
The Summit Marketing Effectiveness (MEA) Award recognizes and rewards companies for innovative and leading-edge creative work that uses strategy and results-based effectiveness to create solutions in today’s marketplace.
The business of advertising is about creatively and effectively executing a client’s goal yet, advertising firms face a number of barriers in reaching the end result. The Summit MEA offers firms an opportunity to demonstrate how they have overcome barriers and achieved objectives.
Winners of the Marketing Effectiveness Award benefit from the prestige associated with Summit International Awards. SIA stands apart by offering a truly competitive environment where entries are judged alongside each other by a professional jury. SIA makes its competitions affordable and accessible to the industry, and offers streamlined Internet submissions and a friendly, knowledgeable customer service staff. Companies from all over the world invest their promotional dollars for the opportunity to be recognized as a Summit International Award winner.
For more information about the Summit Marketing Effectiveness Awards and to see a complete list of winners, please visit http://www.summitawards.com/3-awards/marketing-effectiveness-award