Direct Marketing | Direct Mail Automotive Case Study - Proton Cars

Direct Mail

The Challenge

Proton is a Malaysian based car manufacturer who began their presence in the UK market in the late 1980s, selling up to 15,000 cars a year. Since 100% buyout of Lotus Cars in 2003, personnel from Lotus are closely involved in Proton's new model development in the UK and Malaysia.

Proton Cars briefed BGD to develop a mailpack that was targeted at both current owners and recently lapsed owners to promote the Savy, Satria Neo and Gen-2 models.

The aim of this mailing was to encourage the targeted audience to request a test drive at their local Proton dealer and/or request a brochure by telephone or by visiting the website.

We were asked to develop a robust direct mail strategy from data analysis and customer profiling through to the creative execution and print production.

The Solution

  • Profiling of the customer database
  • Geo demographic targeting and data selection
  • Development of a relevant and motivational proposition using customer insight and industry research findings
  • Development of strong and stimulating copy to support the promotional message using key learning's from Google PPC activity
  • Development of creative with involvement devices (tear off vouchers) with strong call to actions
  • Maximise reply opportunities by offering phone, online and coupon response mechanisms

The Results

  • Enquiries from current owners increased by 35%
  • Enquires from recently lapsed owners increased by 55%

Our Work