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Company: Interlinked Media
Project: Borders Toyota
Dates: Jan 2008 to Jan 2008
How did the project start?
During a client marketing meeting Border Toyota expressed a desire to try to communicate with his customer database in a way which didn’t utilise traditional forms of contact such as posted letters or leaflets. The underlying objective was to bring Border Toyota’s local marketing campaign in line with Toyota’s national policy of reducing, wherever possible, their carbon footprint
What options did you consider?
After considering the traditional forms of delivering the message i.e. printed material, the MMS options suggested by Interlinked Media, delivered both an innovative format combined with cost effectiveness and the fulfilment of Toyotas national environmental policy.
What help and expertise did you receive?
Interlinked Media have operated 1000s of mobile marketing campaigns for a wide range of clients over the past 5 years based here in the North East. The use of MMS - picture messaging for direct marketing is still in its infancy. An animated gif file was prepared by the client which was then formated into a suitable SMIL format for transmitting by mobile phone.
Did you face any challenges or learn any lessons?
The main concerns centred on the inability to predict which of the 2000+ mobile numbers would be able to receive and display the MMS message.
The main learning point was that what was previously perceived, certainly from a client level, to be a complicated and expensive medium was in fact the complete reverse.
What are the outcomes and how has it improved your business?
Border Toyota have stated that these campaign played a key role in the achievement of there fist quarter new car targets and has now become an integral part of their marketing mix.
Furthermore from an agency point of view it has provided us a clear and visually exciting example of how forwarded thinking companies can communicate with their customers – which now sits proudly on www.enitiativemedia.co.uk website.
What are your plans for the future?
As a result of the success of this campaign the Regional Marketing Manager for Border Toyota were so impressed from this campaign that it is being recommended to other dealerships across Scotland.
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