The campaign

As part of its European launch of the new Astra TwinTop and Tigra, Vauxhall has again incorporated TXT4’s mobile technology to boost response to its advertising campaign.

The high-profile TV commercial showing the new Astra surfing, features both TXT4More and TXT4Callback applications to allow consumers to request a brochure and test drive via a SMS call to action.

The TXT4 technology

By texting ‘TWINTOP’ to 84464, consumers receive an automatic response asking them to reply with their name, house number and postcode to receive their Astra TwinTop and Tigra brochure. The application then validates the information received in real time and confirms the full address back to the consumer.

TXT4Callback is then used to extend the conversation flow, offering consumers the option to arrange a test drive by replying with the keyword ‘SURF’. Those that opt in then receive a response informing them when they can expect a call back from a Vauxhall representative, depending whether the request has been received during the contact centre’s opening hours or not.

Consumer data of all respondents who do not opt out of future communication is then fed into Vauxhall’s CRM system, allowing for future alerts to be sent regarding new products or services.

The results

Now in its second month, the TV campaign has generated a significant level of SMS response. Over 20% of consumers who requested a brochure also opted in to book a test drive, twice the average figure achieved by similar campaigns.

Paul Fitzpatrick, Vauxhall’s Digital Marketing Manager, said: “Mobile response continues to be a highly effective tool for us to engage in dialogue with our consumers. The technology provides an efficient and cost effective method for consumers to obtain further information while enabling us to reduce lead management costs by handling common enquiries automatically. This capability for managing response round the clock also means we can advertise during peak times, instead of being confined to slots within our opening hours.”

Click here to see the advert in full.