This year we’ve set-up a partnership with Denso, one of the worldwide leading spare parts producer, managing their marketing activities in Romania and Hungary.
One of our first main challenges was to find a way of engaging automotive specialists during events organized by major distributors throughout Eastern Europe, in countries such as Poland, Hungary, Romania and Bulgaria.
Considering specific objectives relating brand-awareness and sales, we’ve come up with a fresh approach that included an innovative booth design and 2 mobile games, meant to differentiate Denso from the competition.
Booth design had to stand out from all the others, but also to be modular and adjustable in size and types of messages that differ from one country to another.
Just imagine that you’re a visitor to such an event. Which booth will attract your attention? Overall, it’s a matter whether brands invest or not in differentiating themselves by making a clear statement on their positioning.
The games, called TapTap Spark and Parts Twister, are based on “classical” games, such as Piano Tiles and Candy Crush, and had the following objectives:
1. generating engagement during the events by challenging people to react fast and recognize Denso products
2. communicating advantages and benefits of the Denso product portfolio
3. and, ultimately, collecting email addresses for building a strong Denso fan-base that will be kept up-to-date with news and useful technical info
Hundreds of people engaged with Denso at every event so far and the response rate of the email marketing campaigns that followed reached a level of over 40%.
“These recent shows have proved that DENSO is an increasingly recognisable brand across the EE region. Our attendance at these events has been a resounding success and has clearly shown why DENSO is a leading brand in the automotive industry.” said Richard Rybacek, Regional Manager Eastern Europe.
Do you feel that you need a fresh approach in the relationship with your customers? Contact us and we’ll gladly come up with effective creative concepts.