Customer case

Huge success for Toyota

450.375 participants! High customer involvement and engagement.

About Company

Manufacturer

With effect from 1 April 2003, Toyota chose to transfer ownership of all national sales and marketing departments in Europe from Toyota Motor Corporation (TMC) to Toyota Motor Europe (TME). The change was made to further strengthen the sales and marketing functions and reduce the distance between producer and consumer. 

The campaign overcame expectations

The Christmas campaign was made as a quiz, intended to create new permissions accommodating GDPR regulations.

Gamification campaign for Christmas

Scratcher’s platform has been a successful present under the tree for Toyota. They wanted to bring something new and exciting to their loyal and new potential customers during Christmas.

The combination of gamification and effective product messages gave a permission base of high quality. In fact, Toyota gained high opening and click rates in their newsletter and personalized product mails. This showed Toyota that they made the right move with gamification.

"We work with Scratcher because they are flexible and have a big focus on their customers while it’s an easy platform to work around. We see high opening- and click rates in our newsletter and personalised product mails. This is important to both maintaining and attracting new customers. The campaign went above our expectations, and it has also been cost-effective on the leads generated, which is an important parameter”
alex backer
Alex Backer
Digital Marketing Manager, Toyota

Conclusions from the Christmas campaign

MANY UNIQUE PARTICIPANTS

Toyota activated the campaign through their own channels. Then, to attract new customers they also used it in other marketing-activities.

HIGH OPENING- AND CLICK RATES

Toyota got high opening- and click rates in their newsletter and product mails.

TIME SPEND: 2752 HOURS / 114,6 DAYS

The participants returned again and again. With a conversion of 97% it showed Toyota that their customers had a high engagement in the Christmas calendar.

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450.375 OPEN DOORS

High involvement and engagement

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25.241 UNIQUE PARTICIPANTS

The average user reopened the calendar in 18 of the total 24 days.

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97% CONVERTED

Of all the participants who opened the calendar.

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