Website

Project Overview

Promotion for one RACV member to win a new Hyundai i30, awarded Best Small Car under $35k in 2012 in Aust Best Car Awards. To enter, people had to answer, what are three ways to read RoyalAuto (print, online and iPAD App). Promoted in RoyalAuto magazine and iPAD App, RoyalAuto website, RoyalAuto FaceBook page, RACV website, RACV e-newsletter, RACV's 41 Retail Stores, direct mail in RACV renewal notices, at the opening of the RACV Torquay Resort at 1 Great Ocean Road. Different creative was used in each medium.

Organisation

RACV

Team

Lisa Luscombe, Art Director, Jeremy Bourke, Editor, Robert McWaters, Advertising Manger, all from RoyalAuto and RACV Publishing

Project Brief

RoyalAuto iPad App has had 5,000 downloads and 5,000 entries to the competition were received via the iPad App. We attribute the 100% entry rate via the iPad App to an animated front page where the Hyundai i30 flys in and POPs, then continues to increase/decrease in size. Readers could enter via the front page or from a full page page within the iPad App. The promotion was also used in Push Notifications.
43,000 entries were received in total, of which 12,000 via Australia Post mail, 5,000 via the iPad App, 700 via Facebook and 25,300 via the RoyalAuto website.
The prize was intended to increase awareness of, the iPad App, FaceBook page, the online and print versions of the RoyalAuto magazine and provide a benefit to RACV members. RACV is a mutal organisation with all profits returned to members in the form of discounts and benefits.
Another smaller goal was to raise some awareness of the Australia's Best Car Awards and that a member could win the best in category car.

Project Need

The Win a Hyundai i30 promotion was the first campaign to run across multiple RACV media channels.
-RoyalAuto magazine - front page pointers, contents page pointers and full page promotion advertising
-RoyalAuto iPad App - animated front page pointer with entry from front page, specially designed iPad creative and contents page mention
-RACV Website home page tile for the two months of the promotion (May and June 2013)
-RoyalAuto website home page tile and dedicated promotions page within the website
-Various entry forms were created for different devices, some animated with a driving car going through a scenary of RACV products
-RoyalAuto FaceBook page
-RACV e-newsletter, promotion used in Subject line and top item
-RACV's 41 Retail Stores with A0, A1 and A2 prominent posters and DL flyers on counters
-DL flyers in RACV Road Side Assistance Renewal notices
-Prize promoted at the opening of the RACV Resort at 1 Great Ocean Road, Torquay
-Staff education campaign using intranet, posters and competition to win one of 3 iPads (staff question was the same, i.e. what are the three ways you can read RoyalAuto).
This has provided RACV with a case study on how we can leverage our various media to help meet ours and clients goals.

User Experience

The online entry form was a car driving down the screen (you have to use your mouse or keyboard to move the car down) and it drove through a story eg. -
RoyalAuto has come a long way since 1922
"Keep Up With the Times" (as people drove down the road)
A man on a Horse and Cart, saying "I need an upgrade"
Text saying "RACV's member magazine is still the best partner to help you navigate the road and beyond"
Car passes some Penguins and other Victorian tourist attractions
Text saying "We'll tell you where to go (in a nice way) what to see and which RACV Resorts to stay at" RACV members save 20% at RACV Resorts - more driving down
Text - We'll keep you in the loop on Australia's Best Cars, road tests, reviews and ratings - so you can 'talk shop' with the best of them.
Text - You are scrolling too fast - then an image of a Police Car coming the other way
Text - We'll keep you safe and sound through u-turns, hook turns and everything in-between with road rule updates and road safety tips.
More images of Victorian destinations
Text "We'll reward you with exclusive member discounts on anything from wine tours to theme parks..
Image of 'car breaks down' and promtion of RACV Road Side Assistance and RACV parnters
Text - "We're always within easy reach via print, iPad and Online.

Project Marketing

With 43,000 entries, we believe it did engage our members.
A strategy was to use various media to promote the message.
Exposure included -
RoyalAuto magazine, circulation 1.5 million monthly (CAB Mar13)
RoyalAuto website, 90,000 page impressions
RoyalAuto FaceBook page, 8,900 Likes
RACV website, 130,000 page impressions
RACV e-newsletter, 220,000 subscribers
RACV renewal notices, 300,000 DL flyers sent
RACV Retail Stores, 150 posters sent and displayed in various sizes and DL flyers on display in store
DL Flyers and posters used at opening of RACV Resort at 1 Great Ocean Road, Torquay