Sony eBridge: Case Studies
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Transcript of Sony eBridge: Case Studies
personalise. engage. measure.clients + case studies
Sony DADC eBr idgepersonalised integrated media
eBridge is a unique advertising concept that fuses traditional direct mail and digital media
to close the gap between offline and online.
9 of the top 10 global brands on the 'Interbrand ranking' rely on solutions by Sony DADC,
find out why...
personalise
engage
measure
Tailor the disc content to your audience, with unlimited variations. Reflect their particular interests, they‘re hooked!
Captivate all of your customers with bespoke personalised content and add media richness to the brand experience.
Capture the customer journey through the life of the disc and the online landing page.
ToJohn Citizen
Dear Mr. Citizen
Dear Mr. Citizen
www
+ + = eBr idgepersonalised integrated media
Clients
Automotive
Audi
BMW
Ford
Land Rover
Lexus
Maserati
Mercedes
Porsche
Retail + mail order
Aeropostale
BAUR Versand
La Redoute
Otto Versand
Weltbild
Yves Rocher
Pharmaceutical
Cerner Multum Pharma
Januvia
MSD Pharma
Sandoz
Telecom + internet
Intel
Kabel Deutschland
Sky
Telecom Italia
Financial services
Flatex easy online broker
Lloyds TSB
Skandia
UBS
Tourism
Burgenland Tourismus
Lufthansa
SalzburgerLand Tourismus
Sheraton Hotels
Postal services
Deutsche Post
La Poste
Poste Italiane
Royal Mail
TNT Post
Audi
DIN A5 Expericard Mailing including personalised eBridge
DetailsTargeting a mix of warm prospects and cold list data, the campaign fulfilment came in the form of a
personalised eBridge that was mailed to each recipient. Upon placing the disc in their PC, the recipient
was addressed personally using pre-loaded information from Audi’s database. Alongside a 360-degree
tour of the car’s interior and exterior, the disc hosted the TV commercial and gave the recipient a
co-driver’s view of an off-road test drive through forests and across moors.
A key feature of the eBridge is its rich and sophisticated interactivity with a clearly defined return path
to Audi. With just one mouse click each time, recipients could confirm their data, request a printed
brochure and, importantly, book a test drive at their local Audi dealership by using the pre-filled
registration form.
Client
Audi, UK
AgencyBBH, London, UK
Good Technology, London, UK
Partner
The First Mailing Company, UK
Pre-Filled Registration Form Exterior 360° Tour
GoalThe major goals were to generate requests to test drive the
new Audi Q7 and to gain the tracking data in regard to the
Audi 360-degree tour.
ResultsThe eBridge has had 3,480 unique users so far (from a total
of 33,400 mailed – a response rate of over 10%) and of
these, 24% (830) have gone on to request a test drive,
which was the primary objective of the pack.
Solutions by Sony DADC
Deutsche Post
DIN A5 Expericard Mailing including personalised eBridge
DetailsA wide variety of Christmas specials and offers reached German consumers through the innovation of
eBridge in the form of a co-branded Christmas mailing of an A5 'Expericard'. Identified through careful
market research, the 500,000 recipients were young (20-39), urban and possessed an internet affinity.
Customers were treated to interactive and video content from Deutsche Post partners. One-click-confir-
mation technology allowed customers to breeze through ordering and information requests – customer
details were pre-filled into the online forms, awaiting confirmation.
Client
Deutsche Post
PartnerWeltbild, Lech und Zürs am Arlberg, BAUR,
Yves Rocher, SONY, Claudio.de, Gamedisk, Lovefilm.de
Personalised Multimedia Interface Personalised pre-filled Online Registration Form
GoalThe disc encourages the recipients to visit the company
websites, experience and buy their products and build
awareness of their brands.
ResultsTotal number of eBridges distributed was 500,000.
Engagement rate*: 35%
Average response rate: 4.36%
Top target group response rate: 7.07%
Average household retention**: 4 weeks
*: Describes how many recipients had been using the eBridge
**: Describes how long an eBridge mailing is retained
Solutions by Sony DADC
DetailsGoogle is indisputably one of the best-known brands in the world and
earns its money mainly from selling text adverts. With Google AdWords,
adverts are listed adjacent to the search results for relevant themes.
However, the advertisers are only required to pay when a user actually clicks
on their advert. In this way Google also provides smaller companies with
an efficient and affordable advertising platform, as the advertising can be
limited to local towns or areas.
For an online company such as Google, conventional paper mailings cause
extreme media disruption. eBridge facilitated a seamless transition from
offline to online. After inserting the disc, the recipients received a personal
welcome and were given a guided tour through the world of Google Ad-
Words. An eVoucher to the value of 30 Euro was used as an incentive; this
eVoucher was displayed as a unique code on the surface of the disc as well
as digitally stored within the data division of the eBridge CD. This meant
that this unique voucher code could be stored on the desktop with just one
click of the mouse.
Client
Agency
KloseDetering
Countries
Germany, Austria, Switzerland
DIN A5 Expericard Mailing with personalised eBridge – on reverse side
ResultsThe campaign reached 50,000 small and medium-sized
companies in Germany, Austria and Switzerland. The
results of the campaign exceeded Google’s expectations.
"The eBridge campaign was an unmitigated success for us!
eBridge has given us a way to explain complex products like
Google AdWords creatively and so acquire new customers.
Confirmed by the initial success we have planned further
campaigns with eBridge within a very short time frame."
Katharina Friedrich,Product Marketing Manager Google Germany
GoalThe primary objective was to market Google AdWords to
small and medium-sized companies. As email marketing was
out of the question for legal reasons, Google decided to
use direct mailings, whereby the recipients’ addresses were
selected objectively using Affinity Scoring.
The secondary objective was to avoid the media disruption
between a paper mailing and the marketing of online
services. eBridge was a suitable instrument for this purpose.
Solutions by Sony DADC
AdWords presentation and registration page Online-registration for Google AdWords
La Redoute
DetailsLike many companies in the mail order business, La Redoute may only
use a fraction of its full address list of active customers or prospects for
e-mail marketing purposes. The company was looking for a tool to use to
approach customers effectively through direct mail. At the same time, they
needed to be able to generate e-mail addresses easily, including obtaining
permission, and ultimately inspiring customers to make online purchases.
eBridge offers this solution and minimises the media disruption between
direct mail and on-line application.
Potential customers were given a personal greeting after inserting the
personalised disc into their PC. The disc contained customised content
depending upon the target group, such as videos of fashion shows or
offers for young mothers. One click took the customer to the online shop,
where the address fields were already filled out.
Client
La Redoute
Agency
Card eMotion
Countries
Austria, Switzerland
DIN A6 Card eMotion Mailing with personalised eBridge
Multimedia Interface – Landing page with personalisation Multimedia Interface
GoalThe hurdle that had to be overcome was the challenge of introducing
target groups who had little affinity with the internet to the idea of
online shopping. For this reason, the emphasis was on the conveni-
ence of the purchasing process, as well as providing an incentive to
“first timers”.
ResultsThe total circulation of 110,000 copies were sent to addresses in
Austria and Switzerland. On the basis of the integrated real-time
analysis and a market study, it was possible to measure the success
of the campaign accurately.
Response Rate: 6,3%
Conversion Rate (purchase): 3,6%
Recall (after 2 months): 65%
Solutions by Sony DADC
Lexus
DIN A5 Expericard Mailing including personalised eBridge – RearDetailseBridge was the choice of automotive manufacturer Lexus to reach its
target audience in a personal and compelling way via Direct Mail.
The primary goal was to lead people to the IS 250 online micro site in a
convenient, exciting way and encourage them to book a test drive.
The eBridge disc was mailed out within a DIN A5 Expericard postcard. After
loading the disc in their PC, the recipients find themselves to be the main
character in a mysterious intro movie about a Lexus car which is mounted
on a rolling road at a secret location. They are at the controls and can drive
the vehicle as they wish. This was made possible by the personalisation of
the intro sequence using the recipient’s data to build the sentence: "At a
computer in London, John Citizen takes control."
Afterwards the recipient is automatically transported to the IS 250
micro site where the car is viewed by CCTV cameras and controlled by
the recipient’s keyboard.
With just one click recipients could confirm their data for a test drive via
pre-filled registration forms. To further improve the ROI, existing marketing
collateral and websites have been repurposed for this eBridge campaign.
The existing Lexus micro site has been extended with pre-filled test drive
and brochure request forms as well as campaign reporting.
Client
Lexus, UK
Agency
Partners Andrews Aldridge, London, UK
The Recipient finds himself as the Main Character in a mysterious Intro Movie Interior Tour
GoalThe major objectives were to generate test drive requests and
to increase consumer awareness of the Lexus brand and the
IS 250 car.
ResultsThe campaign achieved a response rate of 11.1% representing
1,811 unique consumers who experienced the 'virtual test
drive' and engaged with the Lexus brand. The conversion rate
of 4.42% represents the test drive bookings. The campaign
objectives have been reported as "over achieved".
Solutions by Sony DADC
Lufthansa
Packaging
DetailsA first introduction for the target group to Lufthansa experts using a new communications vehicle
for this airline, centred on and embedded into the creative concept movie/X-files.
To fulfill the concept, the agency used brand new eBridge-technology developed by Sony DADC –
a completely personalised CD, that encourages recipients to insert the disc into their computer and
automatically routes them to an online login site. eBridge completes a questionnaire with the recipient’s
information, so they only have to click the "Yes" button.
Client
Lufthansa
Agency
Wunderman
DVD Movie Pack Personalised pre-filled Online RegistrationDVD, Movie Pack, Brochure and personalised eBridge
GoalThe main goal was to sign up the travel agents for the loyalty
programme. A further object was to increase the awareness
amongst small travel agencies of Lufthansa’s customer loyalty
programme – "eXperts". In the past, there was no pro-active
communication with this target group.
ResultsTotal number of eBridges distributed was 5,000. From this
campaign, more than 60% of the target audience signed up
for the loyalty programme – a great success for Lufthansa.
Awarded with the Finalist Award
Solutions by Sony DADC
Maserati
DIN A5 Card eMotion Mailing with personalised eBridge
DetailsThe new Maserati GranTurismo range is characterised by a unique sporty and powerful style. In order
to introduce the target group to the vehicle and to offer an easy response channel, Maserati chose
eBridge.
The mailing looks enticing because of its packaging, which skilfully builds up the suspense and shows
the name of the recipient (on the disc’s surface) through a window. After inserting the disc, the
recipients were greeted with a personalised introduction with a high-resolution full screen video.
Pre-completed forms provided the recipients with a simple online response channel.
Client
Maserati
Agency
Card eMotion
Country
Austria
Multimedia Interface – Landing page Registration form
GoalWorking with eBridge, Maserati planned an exclusive multi-
media presentation of the new model resulting in high lead
generation (test drive booking, orders for brochures and
call-back), which was automatically forwarded to the local
dealers. Exact access statistics showed the usage of the discs
and brand exposure.
ResultsUsage rate – Offline(market research/telephone interviews): 51%
Online Response Rate: 23,45%
Response Rate(Test drive bookings & leads): 65%
Solutions by Sony DADC
SalzburgerLand Tourismus
Mailing including personalised eBridgeDetailsSalzburgerLand Tourismus is the leading tourism organisation in Salzburg
and uses eBridge to encourage German citizens to spend their next holi-
days in Salzburg. Three different mailings were analysed by the Salzburg
University of Applied Sciences to assure, that the new eBridge technology
increases response compared to traditional printmailings.
GoalAnalyse the potential of eBridge as an interactive media for the Tourism
industry. Market research should give insights about consumer behaviour
and acceptance of the technology.
ResultsResponse rates increased from 8.8% (print campaign) to 22.2% with
eBridge. According to the market research the new media is considered as
an innovative format and is well accepted. Direct Marketing concepts will
use more eBridge features to bring even higher CRM and Multimedia value
in the future.
Online IncentiveLottery, first prize was a family holiday for one week in Salzburg.
Client
SalzburgerLand Tourismus, Austria
Agency
Card Emotion, Austria
Multimedia Interface – Raffle Personalised pre-filled Registration Form
Results of the Market Research
Why did you use this eBridge? Would you use eBridge again?
55.56% The region Salzburg was interesting 64.9% yes
55.4% yes
32.3% probably
40.6% probably
2.8% no
4.0% no
42.06% I was curious about the content
41.67% The disc made me curious (it‘s something new)
33.33% Because of the lottery (free vacation)
23.81% I did like personalisation of the disc
21.03% Because of the bonus content Source: Survey of the Salzburg University of Applied Sciences, 2006
Did we spark your interest in booking a trip to Salzburg?
Solutions by Sony DADC
Find more compelling interactive case studies on www.sonydadc.com/ebridge
Solutions by Sony DADC
[email protected]/ebridge
Contact
Austria, Germany & Switzerland
Sony DADCSonystrasse 20
5081 Anif / Salzburg, Austria
Phone Austria: +43 6246 880 555
Phone Germany: +49 6074 498 106
United Kingdom
Sony DADC UKKent House, 14-17 Market Place, 5th floor
London W1W 8AJ
United Kingdom
Phone: +44 20 7307 9775
France
Sony DADC France140, rue Gallieni
92100 Boulogne Billancourt
France
Phone: +33 1 6413 8242
Nordic Region
Sony DADC NordicsSluseholmen 2-4
2450 Copenhagen
Denmark
Phone: +45 7070 2725
[email protected] Fold
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