Brighton Honda

Tribe Engage

CAMPAIGN DETAILS

Campaign Stats

Objective: To Reactivate ‘Lapsed and Lost’ Service Customers.

 

% Return on Investment
Hours to Result

The Campaign

0.brighton_sms

1.

1.brighton_scratchcard

2.

2.brighton_win_freeservice

3.

3.brighton_claimnow

4.

4.brighton_serviceform

5.

THE BRIEF

Objective: To Reactivate ‘Lapsed and Lost’ Service Customers.

Tribe were advised that one of Australia’s busiest Honda dealerships wanted to address the issue of ‘Lapsed and Lost’ service customers. With a significant average revenue per service, maximising service revenue and maintaining a relationship with customers during the life cycle of a vehicle is vital to all dealerships.

It appeared that over time, some customers were going elsewhere. Honda Australia engaged Tribe to design and deliver a promotion to win back customers who had not had not been back to the dealership for between 13 and 24 months.

EXECUTION

Honda decided to test the campaign on a single dealership. Working with the Service Manager, Tribe designed and executed a promotion using the Tribe Mobile Marketing Platform. All Lapsed or Lost customers received a Tribe campaign direct to their mobile, inviting them to play an interactive scratch game to win 1 of 4 prizes, creating four possible customer journeys.

The main prize of a free service was the incentive for customers to play the scratch card to see if they had won. There were also two other prizes which were awarded in varying quantities, and a fourth catch-all prize for all remaining participants. All prizes offered were valuable enough for customers to follow through and book a service.

After winning, customers were invited to fill in the online booking form via a “Book Now” button. The booking form was pre-populated with their details for ease of use.

We love these results, they are fantastic. We have done campaigns in the past using more traditional and highly labour intensive means to try to reach lapsed customers. The results speaks for themselves.”
George Banitsiosis
Brighton Honda