Case study: Renault
The brief
To deliver an unusual, exciting, high-profile dealer incentive, targeting dealer principals.
The challenge
To deliver an incentive that lived up to the high-profile long-haul destinations offered in previous years, but on a vastly reduced budget.
The solution
Active recommended:
- Using Monte Carlo as a destination, as it could provide a VIP feel
- Investing in the quality and quantity of the communication for the scheme
Launch brochure
Teaser postcard
The execution
A range of communication material was produced for the scheme, including a launch brochure, teaser gifts, postcards and incentive stationery, along with a personalised travel pack.
An overall creative theme was developed for the incentive, which was then carried across all materials including the launch brochure and a range of incentive stationery used for all correspondence with the dealer principle.
Teaser gifts and postcards were also used to maintain interest and momentum.
A special branded travel pack was created for the scheme, which included an itinerary, luggage tags, contact cards, room keys and a tourist guide book.
The success
The choice of destination and quality of the communication material ensured that the scheme was received well, with a resounding 'buy in' from all concerned.
Travel pack