|Title||GUARD YOUR SAFETY IN X-RAY|
|Product / Service||2009 WINTER CARE|
|Entrant||Y&R WUNDERMAN TAIWAN Taipei, CHINESE TAIPEI|
|Entrant Company:||Y&R WUNDERMAN TAIWAN Taipei, CHINESE TAIPEI|
|DM/Advertising Agency:||Y&R WUNDERMAN TAIWAN Taipei, CHINESE TAIPEI|
|Fifi Lee||Y&R and Wunderman Taiwan||Creative Director|
|Hank Hsieh||Y&R and Wunderman Taiwan||Copywriter|
|Kinda Kao||Y&R and Wunderman Taiwan||Associate Art Director|
|Louis Chen||Y&R and Wunderman Taiwan||Associate Account Director|
JAGUAR introduces in 2009 winter with the exclusive car diagnosis machine which provides the IDS online screening of 25 car safety and function items in the free car maintenance check for JAGUAR car owners and thus emphasizes the benefits of having the car maintained by the car manufacturer. Our mission is to find a way to convince the car owner of the value of having their JAGUAR car maintained by JAGUAR garage instead of the cheaper car maintenance garages.
We clearly communicate the benefits of IDS online screening check with the X-ray photograph idea. The car owners can catch the idea in first sight, than read the following details of sales promotion information. Once the car owners understand the advantages of technique and price provided from JAGUAR garage, they would like to have their JAGUAR car to be maintained by JAGUAR garage instead of other cheaper car maintenance garages.
Our solution is to confront JAGUAR car owner’s insight of looking for less expensive garage by demonstrating the true value of having JAGUAR garage to do the car maintenance. The real cost saving way is to get the not easy to find small problems spotted and solved in one shot with which the professional services can’t be provided by the garages outside, so the car owner won’t spend unnecessary money for the keep-coming out car problems. We use the X-ray photograph idea to show how professional and precious JAGUAR garage can do for the car care examination, which carries a high-tech tone and manner.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment. 1. Total number of invitation pack delivered since Nov.16 : 3,500 pieces. 2. The inbound call for car care inquiry till Dec. 31 : 2,274 calls 3. Average daily call from Nov.19 : 52 calls 4. Invitation response rate 31.4% higher than the corresponding period in 2008 5. Total invitation pack design and production budget : USD 7,500 6. Total production cost US 5,625