INFINITI CUSTOMER LOYALTY PLATFORM

TitleINFINITI CUSTOMER LOYALTY PLATFORM
ClientINFINITI
Product / ServiceBLUEFOCUS DIGITAL
CategoryB02. Mobile Apps
EntrantBLUEFOCUS DIGITAL MARKETING AGENCY Beijing, CHINA
Idea Creation BLUEFOCUS DIGITAL MARKETING AGENCY Beijing, CHINA
PR BLUEFOCUS DIGITAL MARKETING AGENCY Beijing, CHINA

The Campaign

On top of the traditional app functions, we scaled out the range of app applications involving more aspects of car owner’s life related to or even unrelated to cars. This enables the app to become relevant to a bigger sphere of their life. Meanwhile, a combination of smart devices and app functions is used to build a car-based model for car owners to connect with each other socially and randomly, so that car owners of the same brand can get to know each other and interact with each other when passing by. This application is the first one of its kind globally. You can't make an omelette without breaking eggs. Connecting ordinary things extraordinarily was what we wanted to achieve.

Creative Execution

1. App: Connectivity (eco-driving and travel record), maintenance booking, service evaluation, smart dealer recognition, iBeacon community, owner electronics, maintenance record, information search, etc. 2. Exclusive after-sales service 3. Exclusive events of repurchase, trade-in, and referral etc. 4. Value-added services: Hotel privileges, Lane Crawford membership, and booking a designated driver electronically etc. 5. CSR events

As of June 30, 2016, the “Dare-to-Love” app had a total of 109,815 registered users, received a total of 34,704,189 clicks, published a total of 426 posts, and obtained a total of 254,994 valid replies. The total average activity level reached 43.97%. The total dollar amount of repurchases via the platform exceeded RMB237,500,000. In terms of extended applications, a total of 65540 transactions were completed with respect to additional services provided by the “Dare-to-Love” club such as maintenance booking, parking management, car wash, education, and travel, with an order fulfillment rate of over 97%.

1. Create the “Dare to Love” tech-savvy experience of connected vehicles: Offer a user experience across multiple platforms for the owners, and provide multiple mobile services for car use to them, to activate them and get the good word-of-mouth (WOM) from them 2. Create a life-cycle service system for the owners: Meet the personalized needs of different levels of customers through different matrices of services, information, and events, to keep increasing customer loyalty 3. Build a platform aiming to increase customer’s activity level and loyalty: Create an app with multiple functions on a single platform, and integrate fragmented brand resources, to provide more direct, more diverse and more unique services for the users 4. Create a customer service & experience center: Encourage members of the online owners club to participate in offline events, and spread the offline WOM of the owners in the online community, to form an infinite O2O loop regarding the services and

Credits

Name Company Position
Alex Phung BlueFocus Digital Vice President & Chief Creative Officer
Bluefocus CRM team Bluefocus Digital execute
Links
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