Huge success for Toyota
450.375 participants! High customer involvement and engagement.
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.
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.
450.375 OPEN DOORS
High involvement and engagement
25.241 UNIQUE PARTICIPANTS
The average user reopened the calendar in 18 of the total 24 days.
Of all the participants who opened the calendar.