The Brief

In the automobile industry, where the engagement factor is low, it was a challenge to be in constant engagement with our customers in an exciting & relevant manner. Mahindra thus decided to change the paradigm of customer relationships by introducing Purple Club,a unique ownership experience which seeks to delight premium vehicle owners of XUV500 & Rexton by going beyond their expectations. Target audience : Existing base A well thought engagement campaign crafted around the understanding of the customer’s likes and lifestyle and which would elicit a strong positive response. Customer insights showed that most of our customers are frequent fliers and the obvious choice for us was to collaborate with a reputed aviation brand to provide the WOW experience.

Creative Execution

Direct multi-touch point approach: Email, SMS, Direct-mailer, face-to-face interaction with Relationship Manager and inbound tele-calling at Mahindra Relationship Centre were deployed. These channels ensured maximum reach and the campaign was promoted at pre-defined intervals. Closed Loop approach: To ensure that the offer was not misused, chassis no. was used as the unique qualifier. The system allowed one redemption per chassis no. Ease of redemption: -The customer had to enter his chassis no. , email id and mobile no. and click submit, which auto populated his details. -Understanding that the target audience is a smart phone user, a WAP page was also developed for ease of redemption.

Describe the creative solution to the brief/objective.

Purple Club was launched for the most premium vehicle owners (XUV500/Rexton) with the intent of treating these customers differently, providing a delightful ownership experience and driving value to build credibility. Purple Club was crafted around creating regular engagements in the form of exclusive alliances with the most affluent brands basis insights derived from customer interactions. The campaign was communicated to the customers through E-mail, SMS and Premium Quality Direct Mailer so as to achieve maximum reach. All these communications led the customer to single web platform only through which the offer was made available to him. All that the customer had to do was to fill in an online form confirming his willingness to avail the offer.

Results

Total base of 60,000 Purple Club customers were targeted periodically. Prime result: 10,000+ customers responded to the offer -- 16% positive experiences created which is also a measure of the delight factor. Ancillary result: a) Email id’s enriched: 2464 (25%) b) Email id’s updated: 3409(34%) c) Mobile No’s enriched: 142 (1%) d) Mobile No’s updated: 2082 (21%)