There’s a world of difference between using a mobile device to beam messages at a target, and using it to initiate dialog. When Volkswagen chose to engage car enthusiasts, rather than simply expose them to its messages, interest in a new model rose dramatically and the company was able to augment its knowledge of consumer preferences.
When Volkswagen wanted to raise awareness of a new model of its Touareg, it initially broadcast mobile-based teasers, asking if they could provide information about the model, at consumers who had expressed an interest in cars. But a follow-up campaign “took it to the next stage,” according to communications firm Alcatel-Lucent’s vice president of mobile advertising Thomas Labarthe, who did not reveal response rates to the first effort.
The next message included a call-to-action enabled by the mobile device. The company engaged its targets by asking them what they consider most when buying a new car—options included comfort, safety, design and performance.
Responding was free, and the reaction was considerable: 30% of those touched by this message responded, and of those 90% wanted more information.
A few demographics questions gave Volkswagen deeper understanding, on an age and gender basis, when it came to approaches that would have the best resonance with various audience segments. Labarthe called the effort “a small but focused piece of research” which “moved beyond impression to measurable action.”
“Inspire conversations with your audience,” Labarthe told an audience at the MMA Forum. “Messaging is the enabler for discussion, “Ninety percent of text messages are read within three minutes.”
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