eBridge is a direct marketing tool that personalizes discs mailed to customers which, when inserted into their computer, greet them personally and direct them to a branded website where they can request information, provide their contact details, and book test drives of vehicles. Several automotive brands, including Audi, BMW, Lexus, Maserati, Mercedes-Benz, and Porsche, have used personalized eBridge discs in direct mailings to generate high lead volumes and conversion rates for requests, registrations, and test drives.

1. personalise. engage. measure.
automotive case studies

2. eBridge is a unique advertising concept that fuses traditional direct mail and digital media
to close the gap between offline and online.
9 of the top 10 global brands on the 'Interbrand ranking' rely on solutions by Sony DADC,
find out why...
personalise Tailor the disc content to your audience, with unlimited variations.
Reflect their particular interests, they‘re hooked!
engage Captivate all of your customers with bespoke personalised content and add
media richness to the brand experience.
measure Capture the customer journey through the life of the disc and the
online landing page.
www
+ + =
Dear
Mr. Citizen
To
John Citizen
Dear
Mr. Citizen eBridge
personalised integrated media
2

3. Contents
Editorial Direct 2.0 – Perfectly integrated campaigns 4
Audi Agencies: BBH (London), Good Technology (London) 8
BMW Agency: Interone Worldwide (BBDO) (Munich) 12
Land Rover Agency: Wunderman (Frankfurt/Main) 16
Lexus Agency: Partners Andrews Aldridge (London) 20
Maserati Agency: Card eMotion (Vienna) 24
Mercedes-Benz Agency: RMG Connect (Frankfurt/Main) 28
Porsche Agencies: Bassier, Bergmann & Kindler, Chromedia 32
Other clients
Google | Lloyds TSB | Skandia | UBS | Aeropostale | BAUR Versand | La Redoute | Weltbild | Yves Rocher
Cerner Multum Pharma | Januvia | MSD Pharma | Sandoz | Deutsche Post | La Poste | Poste Italiane | Royal Mail
TNT Post | Intel | Kabel Deutschland | Sky | Telecom Italia | Lufthansa | SalzburgerLand Tourismus | Sheraton Hotels
3

4. Editorial
Direct 2.0 – Perfectly integrated campaigns
5

5. Editorial: Direct 2.0 – Perfectly integrated campaigns
Build bridges into the web with networked communication
360 degrees, crossmedia or integrated communication? The synonyms for integrated communication are as varied as their interpretations. Many advertisers have now turned
their backs on the misunderstanding that integrated communication means simply communicating a subject including its claim and link across the widest variety of channels.
The industry has learned that the well-intentioned but simple adaptation of a campaign for all media is not enough. Efficient integrated communication comprises two essen-
tial elements: the message and the communicative idea. Both elements are media neutral and can therefore be considered to be detached. In practice, this could appear as
follows: In the context of a multi-week campaign, print advertising is used to attract attention. The main aim of using direct mail is to trigger an impulse in the target group
that leads them to the microsite advertised, wins them as a new customer and increases the efficiency of traditional advertising.
In order to achieve this aim, traditional print advertising is broken down into its individual components and an attempt made to filter out the message and the communi-
cative idea. The next step is the planning of the crossmedia campaign with the aim of effecting an emphatic but gentle transfer of the target group from offline to online.
Direct mail serves as a key medium while the microsite acts as the target medium. The agency briefing comprises only the derived message and the communicative idea. This
approach frees the agency from the tight corset imposed by traditional advertising and leads to highly efficient integrated communication. In the final step, visuals for all
channels are homogenised as far as is necessary.
From offline to online with no media break?
For many years, advertisers have tried to re-educate consumers to abstain from changing channels during the commercial break. It is, however, extremely convenient for the
consumer to use the remote control to escape the onslaught of advertising. With just one click you're on another channel. Many advertisers are now hoping that a similar
switch from offline to online can be made. Bridges can be built to minimise the media break between direct mail and online. A demonstrably functioning bridge, for exam-
ple, is a personalised DVD or CD that not only personally greets the interested party once the disc has been inserted into the PC but also immediately leads to the website in
question after a 20-second commercial. It also offers the possibility of transporting advertising via DVD player directly in to the consumer’s living room, the so-called lean back
environment.
Consumers in an age of change in media use
The “Institute for the Future” published a study back in 2006 entitled “Marketing 2.0” with the result that consumer responsiveness must be adapted to socio-technological
and socio-cultural innovations. In this way, there is a paradigm shift from lean back to lean forward that is already crossing over into mainstream. Unfortunately, Germany is
lagging far behind in the field of interactive television and TV is, unlike SMS and telephone, a one-way street for direct response. Given the current change in media use, lean
forward media such as Web 2.0 hypes YouTube and JOOST have an effect where consumer responsiveness in direct marketing must be changed. Lean forward requires en-
gagement on the part of the consumer. And engagement leads to an increased brand experience and thus an emotional bond to the brand. Therefore, integrated campaigns
between direct mail and online only work if the rules of the respective channels are respected. So the content must lead the consumer to active, multimedia interaction with
the message.
6

6. Integrated campaign for Lexus UK
For the launch of the IS 250 model of the prestige car brand Lexus, the
London agency Partners Andrews Aldridge developed an integrated
campaign, networked across several channels. A traditional print adver-
tising route coupled with posters was used to attract attention. Existing
interested parties were contacted by e-mail. All channels led to the micro-
site with the theme “TAKE CONTROL OF THE IS 250”.
As direct mail components of the new crossmedia Lexus IS 250 cam-
paign, the manufacturer used a disc that was personalised both inside
and out and packaged in an A5 postcard mailer, thus making it possible
to address its target group both personally and in an arresting manner. Its
primary aim was to lead the recipient conveniently but excitedly to the IS
250 microsite and to encourage him to take a test drive.
Once the recipient had inserted the disc into his PC, he found himself to
be the main player in a mysterious film intro sequence in which a Lexus
on a simulated track in a gloomy hangar is put to the test – steered by
You can find more detailed information on the Lexus case study
the user. The intro sequence was personalised throughout, the name and
on page 22.
home town of the recipient being directly incorporated: “At a computer
in Frankfurt, John Citizen takes control.”
Afterwards, the user was directed immediately to the IS 250 microsite
where the car was steered by him using the keyboard. With just one click,
the recipient could confirm a test-drive booking using the ready-filled-in
forms using his data.
Conclusion
With an above-average response rate, Lexus’s expectations of this
campaign were far exceeded.
This article was published in the DDV 2008 year book.
7
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7. Audi
9

8. Details
Targeting a mix of warm prospects and cold list data, the campaign fulfilment came in the form of a
personalised eBridge that was mailed to each recipient. Upon placing the disc in their PC, the recipient
was addressed personally using pre-loaded information from Audi’s database. Alongside a 360-degree
tour of the car’s interior and exterior, the disc hosted the TV commercial and gave the recipient a
co-driver’s view of an off-road test drive through forests and across moors.
A key feature of the eBridge is its rich and sophisticated interactivity with a clearly defined return path
to Audi. With just one mouse click each time, recipients could confirm their data, request a printed
brochure and, importantly, book a test drive at their local Audi dealership by using the pre-filled
registration form.
DIN A5 Expericard Mailing including personalised eBridge
Client Agency Partner
BBH, London, UK
Audi, UK Good Technology, London, UK The First Mailing Company, UK
10

9. Goal
The major goals were to generate requests to test drive the
new Audi Q7 and to gain the tracking data in regard to the
Audi 360-degree tour.
Results
The eBridge has had 3,480 unique users so far (from a total
of 33,400 mailed – a response rate of over 10%) and of
these, 24% (830) have gone on to request a test drive,
which was the primary objective of the pack.
Pre-Filled Registration Form Exterior 360° Tour
11
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10. BMW
13

11. Client
Ziel DIN A5 mailing with personalised eBridge
Lorem Germany
BMW, ipsum dolor sit amet, consectetuer adipiscing elit, sed
diam nonummy nibh euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat. Ut wisi enim ad minim veniam, quis no-
Agency
strud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex
Interone Worldwide (BBDO)
ea commodo consequat. Duis autem vel eum iriure dolor in hend-
rerit in vulputate velit esse molestie consequat, vel illum dolore eu
feugiat nulla facilisis at vero et accumsan et iusto odio dignissim
Goal
qui blandit praesent luptatum zzril delenit augue duis dolore te
Generation of leads
feugait nulla facilisi. for CRM
Qualification of leads
Generierung von Probefahrten
e-mail permission
Qualifizierung von Leads für CRM
eMail Permission
Print run
200,000
Country
Germany
Period
July 2008
14

12. Multimedia Interface – Landing page Personalised pre-filled Registration Form
“With eBridge from Sony DADC, we at Interone Worldwide were presented with an innovative and, above all, effective
tool which suits our agency portfolio perfectly. Perfectly because eBridge represents a highly effective link between
traditional dialogue marketing and digital communication. Both fields are highly pronounced at our agency and at our
client BMW.”
Marcus Kikisch,
Managing Director, Interone Worldwide (BBDO)
15
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13. Land Rover
17

14. Client The eBridge disc was included in the customer magazine as a cover mount.
Land Rover Deutschland GmbH, Germany
Agency
Wunderman, Frankfurt/Main
Goal
Generation of e-mail permission
Introduction of “Summit” magazine
Transfer from offline to online
Print run
25,000
Country
Germany
Period
January 2007
18

15. Multimedia Interface – Landing page Online Magazine "Summit"
“For us, eBridge means successful integrated communica-
tion with personalisation and involvement, that previously
were not technologically possible. Simply brilliant!”
Bernd Fliesser,
CCO Wunderman Germany
19
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16. Lexus
21

17. Details DIN A5 Expericard Mailing including personalised eBridge – Rear
eBridge was the choice of automotive manufacturer Lexus to reach its
target audience in a personal and compelling way via Direct Mail.
The primary goal was to lead people to the IS 250 online micro site in a
convenient, exciting way and encourage them to book a test drive.
The eBridge disc was mailed out within a DIN A5 Expericard postcard. After
loading the disc in their PC, the recipients find themselves to be the main
character in a mysterious intro movie about a Lexus car which is mounted
on a rolling road at a secret location. They are at the controls and can drive
the vehicle as they wish. This was made possible by the personalisation of
the intro sequence using the recipient’s data to build the sentence: "At a
computer in London, John Citizen takes control."
Afterwards the recipient is automatically transported to the IS 250
micro site where the car is viewed by CCTV cameras and controlled by
the recipient’s keyboard.
With just one click recipients could confirm their data for a test drive via
pre-filled registration forms. To further improve the ROI, existing marketing
collateral and websites have been repurposed for this eBridge campaign.
The existing Lexus micro site has been extended with pre-filled test drive
and brochure request forms as well as campaign reporting.
Client Agency
Lexus, UK Partners Andrews Aldridge, London, UK
22

18. The Recipient finds himself as the Main Character in a mysterious Intro Movie Interior Tour
Goal
The major objectives were to generate test drive requests and
to increase consumer awareness of the Lexus brand and the
IS 250 car.
Results
The campaign achieved a response rate of 11.1% representing
1,811 unique consumers who experienced the 'virtual test
drive' and engaged with the Lexus brand. The conversion rate
of 4.42% represents the test drive bookings. The campaign
objectives have been reported as "over achieved".
23
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19. Maserati
25

20. Details
The new Maserati GranTurismo range is characterised by a unique sporty and powerful style. In order
to introduce the target group to the vehicle and to offer an easy response channel, Maserati chose
eBridge.
The mailing looks enticing because of its packaging, which skilfully builds up the suspense and shows
the name of the recipient (on the disc’s surface) through a window. After inserting the disc, the
recipients were greeted with a personalised introduction with a high-resolution full screen video.
Pre-completed forms provided the recipients with a simple online response channel.
DIN A5 Card eMotion Mailing with personalised eBridge
Client Agency Country
Maserati Card eMotion Austria
26

21. Goal
Working with eBridge, Maserati planned an exclusive multi-
media presentation of the new model resulting in high lead
generation (test drive booking, orders for brochures and
call-back), which was automatically forwarded to the local
dealers. Exact access statistics showed the usage of the discs
and brand exposure.
Results
Usage rate – Offline
(market research/telephone interviews): 51%
Online Response Rate: 23,45%
Response Rate
(Test drive bookings & leads): 65%
Multimedia Interface – Landing page Registration form
27
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22. Mercedes-Benz
29

23. Client DIN A5 Expericard mailing with personalised eBridge – reverse
Daimler AG, Germany
Agency
RMG Connect
Goal
Generation of e-mail permission
Introduction of online magazine
Transfer from offline to online
Print run
100,000
Country
The Netherlands
Period
June 2008
30

24. Multimedia Interface with personalised pre-filled Registration Form Online magazine
“We developed a CD Rom in conjunction with our partners RMG Connect and Sony DADC. Its aim was to draw the
attention of customers and parties interested in the Mercedes-Benz brand – who, at this point, were familiar only with
the printed version of our Mercedes magazine – to the online version and to achieve new subscriptions. We are very
satisfied with the result, as is the market.”
Tanja Weber,
Loyalty Programme Manager, Interactive Marketing BC/MI, Mercedes-Benz Cars
31
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25. Porsche
33

26. Client Print run
Dr. Ing. h.c. F. Porsche AG 100,000
Agencies Countries
Bassier, Bergmann & Kindler USA, EMEA
Chromedia
Period
Goal April 2008
Launch Porsche 911
Generation of test drives
Hardcover book “The new 911 Carrera model” with personalised eBridge
34

27. Multimedia Interface – Landing page The history of the Porsche 911
35
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28. Find more compelling interactive case studies on
www.sonydadc.com/ebridge
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