themission Agency, RLA, named overall Automotive winner at prestigious Marketing Masters Awards 2018
MISSION Agency, RLA, has been named the overall winner of the automotive sector specialist category at the hotly contested Marketing Week Masters Award 2018, following its successful launch of PERKS, the first car manufacturer loyalty programme for independent garages, on behalf of Client Groupe PSA (Peugeot, Citroen and DS).
The Marketing Week Masters celebrate and reward true mastery in marketing, looking for innovation and effectiveness of results. On this basis, as well as being named overall Sector Masters in Automotive, RLA were also finalists in the B2B category.
The accolades are testament to the Agency’s incredible Client work over the last 12 months, going up against some stiff competition from the likes of Adam & Eve DDB for its Volkswagen campaign ‘Rammed with Confidence’, and Shell’s ‘The Coffee Line’.
So what made PERKS an award-winning campaign?
A successful fusion of creativity, technology, and strategic thinking, RLA devised an automated communications programme that targeted spend behaviours in individual customers to drastically change the Client’s approach to customer marketing – significantly improving Groupe PSA’s sales, reporting a 25% increase despite a baseline 7% market decline.
In order to create a customer-centric loyalty programme, the team released a bespoke application of their Cortex data-tool that innovatively consolidated customer and sales and marketing data previously stored separately across multiple sources.
Algorithms were designed using propensity modelling, to deliver bespoke incentives to individual customers dependent upon their current purchasing habits and the likelihood to buy from additional categories.
In doing this, RLA was able to leverage previously unattainable insight into customer behaviour, transforming a very traditional approach to marketing into the leading-edge creative solution in the sector. The first of its kind in automotive to-date.
Research, testing, due diligence, and a brave Client have allowed Groupe PSA to completely reposition its approach, transforming its B2B marketing and delivering unseen levels of engagement with its communications.
David Morgan, Executive Chairman of MISSION, said, “A huge congratulations to RLA on this impressive win, which is testament to their understanding of the automotive space and ability to deliver a truly innovative solution. To go up against some huge names like Volkswagen, and win, is an incredible achievement.”