sony ebridge: case studies

personalise. engage. measure.clients + case studies

Sony DADC eBr idgepersonalised integrated media

eBridge is a unique advertising concept that fuses traditional direct mail and digital media

to close the gap between offline and online.

9 of the top 10 global brands on the 'Interbrand ranking' rely on solutions by Sony DADC,

find out why...

personalise

engage

measure

Tailor the disc content to your audience, with unlimited variations. Reflect their particular interests, they‘re hooked!

Captivate all of your customers with bespoke personalised content and add media richness to the brand experience.

Capture the customer journey through the life of the disc and the online landing page.

ToJohn Citizen

Dear Mr. Citizen

Dear Mr. Citizen

www

+ + = eBr idgepersonalised integrated media

Clients

Automotive

Audi

BMW

Ford

Land Rover

Lexus

Maserati

Mercedes

Porsche

Retail + mail order

Aeropostale

BAUR Versand

La Redoute

Otto Versand

Weltbild

Yves Rocher

Pharmaceutical

Cerner Multum Pharma

Januvia

MSD Pharma

Sandoz

Telecom + internet

Google

Intel

Kabel Deutschland

Sky

Telecom Italia

Financial services

Flatex easy online broker

Lloyds TSB

Skandia

UBS

Tourism

Burgenland Tourismus

Lufthansa

SalzburgerLand Tourismus

Sheraton Hotels

Postal services

Deutsche Post

La Poste

Poste Italiane

Royal Mail

TNT Post

DIN A5 Expericard Mailing including personalised eBridge

DetailsTargeting a mix of warm prospects and cold list data, the campaign fulfilment came in the form of a

personalised eBridge that was mailed to each recipient. Upon placing the disc in their PC, the recipient

was addressed personally using pre-loaded information from Audi’s database. Alongside a 360-degree

tour of the car’s interior and exterior, the disc hosted the TV commercial and gave the recipient a

co-driver’s view of an off-road test drive through forests and across moors.

A key feature of the eBridge is its rich and sophisticated interactivity with a clearly defined return path

to Audi. With just one mouse click each time, recipients could confirm their data, request a printed

brochure and, importantly, book a test drive at their local Audi dealership by using the pre-filled

registration form.

Client

Audi, UK

AgencyBBH, London, UK

Good Technology, London, UK

Partner

The First Mailing Company, UK

Pre-Filled Registration Form Exterior 360° Tour

GoalThe major goals were to generate requests to test drive the

new Audi Q7 and to gain the tracking data in regard to the

Audi 360-degree tour.

ResultsThe eBridge has had 3,480 unique users so far (from a total

of 33,400 mailed – a response rate of over 10%) and of

these, 24% (830) have gone on to request a test drive,

which was the primary objective of the pack.

Solutions by Sony DADC

Deutsche Post

DIN A5 Expericard Mailing including personalised eBridge

DetailsA wide variety of Christmas specials and offers reached German consumers through the innovation of

eBridge in the form of a co-branded Christmas mailing of an A5 'Expericard'. Identified through careful

market research, the 500,000 recipients were young (20-39), urban and possessed an internet affinity.

Customers were treated to interactive and video content from Deutsche Post partners. One-click-confir-

mation technology allowed customers to breeze through ordering and information requests – customer

details were pre-filled into the online forms, awaiting confirmation.

Client

Deutsche Post

PartnerWeltbild, Lech und Zürs am Arlberg, BAUR,

Yves Rocher, SONY, Claudio.de, Gamedisk, Lovefilm.de

Personalised Multimedia Interface Personalised pre-filled Online Registration Form

GoalThe disc encourages the recipients to visit the company

websites, experience and buy their products and build

awareness of their brands.

ResultsTotal number of eBridges distributed was 500,000.

Engagement rate*: 35%

Average response rate: 4.36%

Top target group response rate: 7.07%

Average household retention**: 4 weeks

*: Describes how many recipients had been using the eBridge

**: Describes how long an eBridge mailing is retained


Google

DetailsGoogle is indisputably one of the best-known brands in the world and

earns its money mainly from selling text adverts. With Google AdWords,

adverts are listed adjacent to the search results for relevant themes.

However, the advertisers are only required to pay when a user actually clicks

on their advert. In this way Google also provides smaller companies with

an efficient and affordable advertising platform, as the advertising can be

limited to local towns or areas.

For an online company such as Google, conventional paper mailings cause

extreme media disruption. eBridge facilitated a seamless transition from

offline to online. After inserting the disc, the recipients received a personal

welcome and were given a guided tour through the world of Google Ad-

Words. An eVoucher to the value of 30 Euro was used as an incentive; this

eVoucher was displayed as a unique code on the surface of the disc as well

as digitally stored within the data division of the eBridge CD. This meant

that this unique voucher code could be stored on the desktop with just one

click of the mouse.

Client

Google

Agency

KloseDetering

Countries

Germany, Austria, Switzerland

DIN A5 Expericard Mailing with personalised eBridge – on reverse side

ResultsThe campaign reached 50,000 small and medium-sized

companies in Germany, Austria and Switzerland. The

results of the campaign exceeded Google’s expectations.

"The eBridge campaign was an unmitigated success for us!

eBridge has given us a way to explain complex products like

Google AdWords creatively and so acquire new customers.

Confirmed by the initial success we have planned further

campaigns with eBridge within a very short time frame."

Katharina Friedrich,Product Marketing Manager Google Germany

GoalThe primary objective was to market Google AdWords to

small and medium-sized companies. As email marketing was

out of the question for legal reasons, Google decided to

use direct mailings, whereby the recipients’ addresses were

selected objectively using Affinity Scoring.

The secondary objective was to avoid the media disruption

between a paper mailing and the marketing of online

services. eBridge was a suitable instrument for this purpose.


AdWords presentation and registration page Online-registration for Google AdWords

La Redoute

DetailsLike many companies in the mail order business, La Redoute may only

use a fraction of its full address list of active customers or prospects for

e-mail marketing purposes. The company was looking for a tool to use to

approach customers effectively through direct mail. At the same time, they

needed to be able to generate e-mail addresses easily, including obtaining

permission, and ultimately inspiring customers to make online purchases.

eBridge offers this solution and minimises the media disruption between

direct mail and on-line application.

Potential customers were given a personal greeting after inserting the

personalised disc into their PC. The disc contained customised content

depending upon the target group, such as videos of fashion shows or

offers for young mothers. One click took the customer to the online shop,

where the address fields were already filled out.

Client

La Redoute

Agency

Card eMotion

Countries

Austria, Switzerland

DIN A6 Card eMotion Mailing with personalised eBridge

Multimedia Interface – Landing page with personalisation Multimedia Interface

GoalThe hurdle that had to be overcome was the challenge of introducing

target groups who had little affinity with the internet to the idea of

online shopping. For this reason, the emphasis was on the conveni-

ence of the purchasing process, as well as providing an incentive to

“first timers”.

ResultsThe total circulation of 110,000 copies were sent to addresses in

Austria and Switzerland. On the basis of the integrated real-time

analysis and a market study, it was possible to measure the success

of the campaign accurately.

Response Rate: 6,3%

Conversion Rate (purchase): 3,6%

Recall (after 2 months): 65%


DIN A5 Expericard Mailing including personalised eBridge – RearDetailseBridge was the choice of automotive manufacturer Lexus to reach its

target audience in a personal and compelling way via Direct Mail.

The primary goal was to lead people to the IS 250 online micro site in a

convenient, exciting way and encourage them to book a test drive.

The eBridge disc was mailed out within a DIN A5 Expericard postcard. After

loading the disc in their PC, the recipients find themselves to be the main

character in a mysterious intro movie about a Lexus car which is mounted

on a rolling road at a secret location. They are at the controls and can drive

the vehicle as they wish. This was made possible by the personalisation of

the intro sequence using the recipient’s data to build the sentence: "At a

computer in London, John Citizen takes control."

Afterwards the recipient is automatically transported to the IS 250

micro site where the car is viewed by CCTV cameras and controlled by

the recipient’s keyboard.

With just one click recipients could confirm their data for a test drive via

pre-filled registration forms. To further improve the ROI, existing marketing

collateral and websites have been repurposed for this eBridge campaign.

The existing Lexus micro site has been extended with pre-filled test drive

and brochure request forms as well as campaign reporting.

Client

Lexus, UK

Agency

Partners Andrews Aldridge, London, UK

The Recipient finds himself as the Main Character in a mysterious Intro Movie Interior Tour

GoalThe major objectives were to generate test drive requests and

to increase consumer awareness of the Lexus brand and the

IS 250 car.

ResultsThe campaign achieved a response rate of 11.1% representing

1,811 unique consumers who experienced the 'virtual test

drive' and engaged with the Lexus brand. The conversion rate

of 4.42% represents the test drive bookings. The campaign

objectives have been reported as "over achieved".


Lufthansa

Packaging

DetailsA first introduction for the target group to Lufthansa experts using a new communications vehicle

for this airline, centred on and embedded into the creative concept movie/X-files.

To fulfill the concept, the agency used brand new eBridge-technology developed by Sony DADC –

a completely personalised CD, that encourages recipients to insert the disc into their computer and

automatically routes them to an online login site. eBridge completes a questionnaire with the recipient’s

information, so they only have to click the "Yes" button.

Client

Lufthansa

Agency

Wunderman

DVD Movie Pack Personalised pre-filled Online RegistrationDVD, Movie Pack, Brochure and personalised eBridge

GoalThe main goal was to sign up the travel agents for the loyalty

programme. A further object was to increase the awareness

amongst small travel agencies of Lufthansa’s customer loyalty

programme – "eXperts". In the past, there was no pro-active

communication with this target group.

ResultsTotal number of eBridges distributed was 5,000. From this

campaign, more than 60% of the target audience signed up

for the loyalty programme – a great success for Lufthansa.

Awarded with the Finalist Award


Maserati

DIN A5 Card eMotion Mailing with personalised eBridge

DetailsThe new Maserati GranTurismo range is characterised by a unique sporty and powerful style. In order

to introduce the target group to the vehicle and to offer an easy response channel, Maserati chose

eBridge.

The mailing looks enticing because of its packaging, which skilfully builds up the suspense and shows

the name of the recipient (on the disc’s surface) through a window. After inserting the disc, the

recipients were greeted with a personalised introduction with a high-resolution full screen video.

Pre-completed forms provided the recipients with a simple online response channel.

Client

Maserati

Agency

Card eMotion

Country

Austria

Multimedia Interface – Landing page Registration form

GoalWorking with eBridge, Maserati planned an exclusive multi-

media presentation of the new model resulting in high lead

generation (test drive booking, orders for brochures and

call-back), which was automatically forwarded to the local

dealers. Exact access statistics showed the usage of the discs

and brand exposure.

ResultsUsage rate – Offline(market research/telephone interviews): 51%

Online Response Rate: 23,45%

Response Rate(Test drive bookings & leads): 65%


SalzburgerLand Tourismus

Mailing including personalised eBridgeDetailsSalzburgerLand Tourismus is the leading tourism organisation in Salzburg

and uses eBridge to encourage German citizens to spend their next holi-

days in Salzburg. Three different mailings were analysed by the Salzburg

University of Applied Sciences to assure, that the new eBridge technology

increases response compared to traditional printmailings.

GoalAnalyse the potential of eBridge as an interactive media for the Tourism

industry. Market research should give insights about consumer behaviour

and acceptance of the technology.

ResultsResponse rates increased from 8.8% (print campaign) to 22.2% with

eBridge. According to the market research the new media is considered as

an innovative format and is well accepted. Direct Marketing concepts will

use more eBridge features to bring even higher CRM and Multimedia value

in the future.

Online IncentiveLottery, first prize was a family holiday for one week in Salzburg.

Client

SalzburgerLand Tourismus, Austria

Agency

Card Emotion, Austria

Multimedia Interface – Raffle Personalised pre-filled Registration Form

Results of the Market Research

Why did you use this eBridge? Would you use eBridge again?

55.56% The region Salzburg was interesting 64.9% yes

55.4% yes

32.3% probably

40.6% probably

2.8% no

4.0% no

42.06% I was curious about the content

41.67% The disc made me curious (it‘s something new)

33.33% Because of the lottery (free vacation)

23.81% I did like personalisation of the disc

21.03% Because of the bonus content Source: Survey of the Salzburg University of Applied Sciences, 2006

Did we spark your interest in booking a trip to Salzburg?


Find more compelling interactive case studies on www.sonydadc.com/ebridge


[email protected]/ebridge

Contact

Austria, Germany & Switzerland

Sony DADCSonystrasse 20

5081 Anif / Salzburg, Austria

Phone Austria: +43 6246 880 555

Phone Germany: +49 6074 498 106

[email protected]

United Kingdom

Sony DADC UKKent House, 14-17 Market Place, 5th floor

London W1W 8AJ

United Kingdom

Phone: +44 20 7307 9775

[email protected]

France

Sony DADC France140, rue Gallieni

92100 Boulogne Billancourt

France

Phone: +33 1 6413 8242

[email protected]

Nordic Region

Sony DADC NordicsSluseholmen 2-4

2450 Copenhagen

Denmark

Phone: +45 7070 2725

[email protected] Fold

eB02

09E

sony ebridge: case studies

Documents