RACV was looking to drive uptake and awareness of its Emergency Home Assist (EHA) product. The company had undertaken numerous promotions in the past and wanted to ‘up the ante’ on this campaign. The underlying principle of this campaign was to automate the EHA sign up procedure to deliver efficient results providing a daily flow of leads generated via this campaign.
RACV uses Taguchi automated digital marketing platform, which supports multi-channel marketing campaigns including electronic direct mail (eDM), text messaging (SMS), web forms and landing pages.
Taguchi and RACV implemented a multi-channel campaign including direct mail (DM), eDM, web forms and SMS, targeting active RACV members with a special offer.
Provided Emergency Home Assist for free and at the end of the six months request the customer to renew the product for a year
Provided Emergency Home Assist for free but asked for credit card details up front for the product to be automatically renewed on a monthly basis.
Australia is embracing mobile marketing as more marketers shift their spending from traditional mass advertising to advertising on digital channels. As such, the performance of mobile marketing campaigns is expected to grow exponentially and will over-ride traditional channels, including eDM, in the near future.