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Drivers love the convenience of toll roads, but don’t like paying for them. So, communication from a toll road company is usually ignored. Our challenge was to increase potential for customer engagement by encouraging customers to download an existing, largely ignored app. And we were required to reduce the cost of acquiring customers by a minimum 20% improvement on previous campaign spend.
Our strategy focused on incentivising existing customers to download the app and receive a series of ongoing rewards including prizes, vouchers, fuel discounts, car wash deals and car rental offers.
Employing a range of first party data sets we identified drivers based on their likelihood to interact with the app and take advantage of its incentives. Different audiences were then targeted with specific messages depending on their propensity to engage.
The campaign delivered a reduction in Cost Per Download in excess of 30% compared with previous campaigns. It also delivered a significant increase in registrations and established the app as a valuable ‘owned’ media channel.
Spinach acknowledges the Wurundjeri people of the Kulin Nation as the traditional owners of the land on which we work and we pay our respects to their Elders past, present and emerging.
We also welcome all gender expressions, all races and ethnicities, nationalities, abilities, beliefs and identities.
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