Integrated | Digital & Direct Mail Automotive Case Study - Proton Cars UK

Integrated

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.

BGD were engaged to produce an integrated solution to Proton's marketing activity across a variety of media to maximise return from the marketing budget.

The Solution

A consistent brand, propositional and creative approach across digital and direct mail activity to include:

  • Web design
  • PPC
  • e-mail
  • Direct mail
  • Dealer promotional literature

Key to the integrate approach was the delivery by BGD of

  • A new enhanced marketing database
  • Profiling of the lead and customer databases
  • Set up and management of centralised inbound/outbound call centre operation
    • An award winning website that has increased online leads
    • Increased response rates from e-mail and direct mail campaigns
    • Increase awareness of the Proton brand
    • Improvement in lead to test drive conversion
    • Increased ROI from direct response activity

    • The Results

  • Proton has had the best sales for 5 years as a result of an increase in brand response/direct response marketing funded by a cut in TV advertising

  • BGD won the Best Website Design - Creative East of England Award

Our Work