mpr1607mxm006 Oil Change Importance 1201 v2
Mopar – More Relavent, Informative Service
Mopar is the service and parts arm of FCA (FIAT-Chrysler Automobiles).
When driving owners back into dealerships for service, it’s not enough to simply present them with generic coupon offers on brake jobs and oil changes. Today’s consumers want more. They expect relevant content that adds value to their decision making. To respond, my team and I built a dynamic, variable-content mail and email solution that enabled hyper-personalized offers based on vehicle data.
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340 custom messages and offers were created and delivered, based on vehicle ownership, age and service frequency. Predictive modeling was also used to inform content.
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We then married the hyper-relevant deals with the original print and video content to help educate owners. Meaning, when they received deals on tire rotations and battery replacement, they also received educational information about the importance of tire rotations and the warning signs of a weak battery. And, we made sure this content was quick, fun, scalable and multi-channel. Response rates saw a 3% lift in the first year.
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Note: More video examples can be found on my Content page.
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ECD/Writer – Additional Credits: Lauren Bunker/Katie Shubnell