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Ali & Sons-Audi
Project Brief:
To increase sales and test drives for the new Audi Q5
Marketing Mediums used:
Radio
Print advertising
Interactivity used:
SMS Shortcodes
How it worked:
A 4 digit SMS call to action was implemented into print and radio adverts across different radio networks in both English and Arabic as well as print adverts in selected publications. Listeners and readers were then asked to enter the keyword Q5 and send it in via SMS to a 4 digit number if they were interested in taking a test drive in the new Q5.
Eg SMS Q5 to 5150
An automated SMS would then be sent back to them confirming to them that their SMS had been received and that a sales representative from Audi would contact them regarding a time and date for a test drive.
The initial SMS was immediately converted into an email which was sent to both the sales team member with a copy sent to the management allowing them to track and follow up on all leads.
The average email delivery time after the initial SMS was sent was 18 seconds, allowing the sales team to contact the prospective buyer within a minute of the initial enquiry.
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