MCT (Honda & Volvo) Increased Dealership Appointments by Over 400%

Challenge

The Mayer group (MCT) wanted to encourage car owners to bring their cars in for the yearly inspection to guarantee car safety and customer satisfaction. Their current method of communication with customers, SMS, was not yielding the results they were looking for. Results were less than satisfying as only 2% of the text recipients, in both Honda and Volvo brands, clicked the CTA button to schedule a yearly checkup. The company needed a solution and decided to utilize personalized videos to increase engagement rates.

As a mid-sized business focusing on their core competencies, MCT needed design support and resources to get the video scripted, wireframed, and designed. By working with the Blings design team, they were able to create a flexible and rich video that could be triggered automatically by their communication platform and be updated easily for additional campaigns and messaging. By investing once in the video creation process, they saw a very fast ROI by utilizing the same base video in different messaging scenarios.

Campaign

Utilizing Blings.io’s MP5 video technology, known for its dynamic updating capabilities, Mercedes-Benz successfully developed a versatile and interactive video template. This approach enabled a single template to effectively showcase the entire, extensive inventory of Mercedes-Benz vehicles. Each video could be dynamically tailored to reflect the specific model and specifications of each vehicle, ensuring a personalized and precise presentation for every item in their vast lineup.

The video templates were developed for use by car dealerships, these videos enhance the online car-buying experience. They enable dealerships to offer a personalized showcase of car features, packages, and extras, catering to the diverse preferences of their clients. A significant feature of these videos is their adaptability to various languages, making them accessible and relevant to a global clientele and personalized for different markets.

Dealerships can automatically create videos for their entire car collection based on the car model, dynamically chosen backgrounds such as tranquil water scenes or high-speed roads, and the ability to choose scenery in daylight or at night and highlight specific car details and equipment. The videos are designed in two formats – both for vertical screens like mobile devices and for usage on computers and digital signage physical screens. They feature a comprehensive 360-degree view, providing a virtual yet realistic representation of the car’s exterior and interior features. This immersive experience is enriched by offering options for a full detailed video, providing an in-depth exploration of the car’s features, or a less detailed version for a quicker overview, catering to different customer needs.

To enhance engagement and interaction, interactive elements such as QR codes for showroom screenings and clickable buttons for web and phone displays were incorporated, facilitating immediate customer engagement

Results

The campaign orchestrated by Mercedes-Benz using Blings.io technology significantly contributed to achieving key Mercedes-Benz goals:

• Enhanced Customer Experience During Waiting Period:

  The period between vehicle order and delivery was transformed into a positive experience. By engaging customers with interactive content, the perceived waiting time was effectively shortened, making the anticipation part of the luxury experience.

• Increased Customer Loyalty:

  The use of a personalized website significantly elevated Mercedes’s profile among customers. This digital touchpoint effectively emotionalized customer loyalty, making each interaction with the brand more meaningful and personalized.

• Customized Appreciation:

  Allowing customers to visually experience their ordered vehicle before delivery acts as a testament to Mercedes-Benz’s commitment to exceptional care and appreciation. This level of customization not only enhanced the purchase experience but also deepened the customers’ connection with the brand, reflecting a thoughtful approach to customer satisfaction.

• Enhanced Online Decision-Making Process:

  The engaging and informative nature of the videos played a critical role in the customer decision-making process. Customers spending more time with this content is a significant step towards achieving Mercedes-Benz’s goal of selling 25% of its cars online by 2025. By enhancing the online car-buying experience, the campaign has laid a strong foundation for increasing online sales, aligning perfectly with the company’s future sales strategy.

The campaign played a pivotal role in reinforcing the desirability of Mercedes-Benz cars. The interactive videos brought the cars to life, allowing customers to experience the luxury, sophistication, and advanced features of the vehicles dynamically and engagingly. This approach helped in positioning Mercedes-Benz cars as not just vehicles but as coveted, high-end possessions. Additionally, it not only improved customer interaction but also aligned seamlessly with Mercedes-Benz’s strategic goals of building the world’s most desirable cars, fostering customer loyalty, and advancing their online sales objectives.

Conclusion

This collaboration between Mercedes-Benz and Blings.io represents a significant leap in digital innovation within the automotive sales industry. By integrating advanced video technology, Mercedes-Benz has not only enhanced the car buying experience but also reinforced its position as a leader in digital transformation and luxury branding. This case study demonstrates the impactful role of technology in reshaping traditional sales methodologies, while also elevating the brand’s allure and desirability in the market. It solidifies Mercedes-Benz’s commitment to delivering exceptional customer experiences that are synonymous with luxury, sophistication, and exclusivity. This strategic move further cements Mercedes-Benz’s reputation as not just a car manufacturer, but a purveyor of desirable, high-end automotive experiences.