Best practice eBridge case studies including Google, Lufthansa and many more

1. Sony DADC eBridge
personalised integrated media
clients + case studies
personalise. engage. measure.

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

3. Automotive Retail + mail order Telecom + internet
Audi Aeropostale Google
BMW BAUR Versand Intel
Ford La Redoute Kabel Deutschland
Land Rover Otto Versand Sky
Lexus Weltbild Telecom Italia
Maserati Yves Rocher
Tourism
Mercedes
Pharmaceutical Burgenland Tourismus
Porsche
Cerner Multum Pharma Lufthansa
Financial services Januvia SalzburgerLand Tourismus
MSD Pharma Sheraton Hotels
Flatex easy online broker
Lloyds TSB Sandoz
Skandia
Postal services
UBS
Deutsche Post
La Poste
Poste Italiane
Royal Mail
TNT Post Clients

4. Audi

5. 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

6. 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
Solutions by Sony DADC

7. Deutsche Post

8. Details
A wide variety of Christmas specials and offers reached German consumers through the innovation of
eBridge in the form of a co-branded Christmas mailing of an A5 'Expericard'. Identified through careful
market research, the 500,000 recipients were young (20-39), urban and possessed an internet affinity.
Customers were treated to interactive and video content from Deutsche Post partners. One-click-confir-
mation technology allowed customers to breeze through ordering and information requests – customer
details were pre-filled into the online forms, awaiting confirmation.
DIN A5 Expericard Mailing including personalised eBridge
Client Partner
Weltbild, Lech und Zürs am Arlberg, BAUR,
Deutsche Post Yves Rocher, SONY, Claudio.de, Gamedisk, Lovefilm.de

9. Goal
The disc encourages the recipients to visit the company
websites, experience and buy their products and build
awareness of their brands.
Results
Total number of eBridges distributed was 500,000.
Engagement rate*: 35%
Average response rate: 4.36%
Top target group response rate: 7.07%
Average household retention**: 4 weeks
*: Describes how many recipients had been using the eBridge
**: Describes how long an eBridge mailing is retained
Personalised Multimedia Interface Personalised pre-filled Online Registration Form
Solutions by Sony DADC

10. Google

11. Details DIN A5 Expericard Mailing with personalised eBridge – on reverse side
Google is indisputably one of the best-known brands in the world and
earns its money mainly from selling text adverts. With Google AdWords,
adverts are listed adjacent to the search results for relevant themes.
However, the advertisers are only required to pay when a user actually clicks
on their advert. In this way Google also provides smaller companies with
an efficient and affordable advertising platform, as the advertising can be
limited to local towns or areas.
For an online company such as Google, conventional paper mailings cause
extreme media disruption. eBridge facilitated a seamless transition from
offline to online. After inserting the disc, the recipients received a personal
welcome and were given a guided tour through the world of Google Ad-
Words. An eVoucher to the value of 30 Euro was used as an incentive; this
eVoucher was displayed as a unique code on the surface of the disc as well
as digitally stored within the data division of the eBridge CD. This meant
that this unique voucher code could be stored on the desktop with just one
click of the mouse.
Client Agency Countries
Google KloseDetering Germany, Austria, Switzerland

12. AdWords presentation and registration page Online-registration for Google AdWords
Goal Results
The primary objective was to market Google AdWords to The campaign reached 50,000 small and medium-sized
small and medium-sized companies. As email marketing was companies in Germany, Austria and Switzerland. The
out of the question for legal reasons, Google decided to results of the campaign exceeded Google’s expectations.
use direct mailings, whereby the recipients’ addresses were
selected objectively using Affinity Scoring. "The eBridge campaign was an unmitigated success for us!
eBridge has given us a way to explain complex products like
The secondary objective was to avoid the media disruption Google AdWords creatively and so acquire new customers.
between a paper mailing and the marketing of online Confirmed by the initial success we have planned further
services. eBridge was a suitable instrument for this purpose. campaigns with eBridge within a very short time frame."
Katharina Friedrich,
Product Marketing Manager Google Germany
Solutions by Sony DADC

13. La Redoute

14. Details DIN A6 Card eMotion Mailing
with personalised eBridge
Like many companies in the mail order business, La Redoute may only
use a fraction of its full address list of active customers or prospects for
e-mail marketing purposes. The company was looking for a tool to use to
approach customers effectively through direct mail. At the same time, they
needed to be able to generate e-mail addresses easily, including obtaining
permission, and ultimately inspiring customers to make online purchases.
eBridge offers this solution and minimises the media disruption between
direct mail and on-line application.
Potential customers were given a personal greeting after inserting the
personalised disc into their PC. The disc contained customised content
depending upon the target group, such as videos of fashion shows or
offers for young mothers. One click took the customer to the online shop,
where the address fields were already filled out.
Client Agency Countries
La Redoute Card eMotion Austria, Switzerland

15. Multimedia Interface – Landing page with personalisation Multimedia Interface
Goal Results
The hurdle that had to be overcome was the challenge of introducing The total circulation of 110,000 copies were sent to addresses in
target groups who had little affinity with the internet to the idea of Austria and Switzerland. On the basis of the integrated real-time
online shopping. For this reason, the emphasis was on the conveni- analysis and a market study, it was possible to measure the success
ence of the purchasing process, as well as providing an incentive to of the campaign accurately.
“first timers”.
Response Rate: 6,3%
Conversion Rate (purchase): 3,6%
Recall (after 2 months): 65%
Solutions by Sony DADC

16. Lexus

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

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".
Solutions by Sony DADC

19. Lufthansa

20. Details
A first introduction for the target group to Lufthansa experts using a new communications vehicle
for this airline, centred on and embedded into the creative concept movie/X-files.
To fulfill the concept, the agency used brand new eBridge-technology developed by Sony DADC –
a completely personalised CD, that encourages recipients to insert the disc into their computer and
automatically routes them to an online login site. eBridge completes a questionnaire with the recipient’s
information, so they only have to click the "Yes" button.
Packaging
Client Agency
Lufthansa Wunderman

21. Goal Results Awarded with the Finalist Award
The main goal was to sign up the travel agents for the loyalty Total number of eBridges distributed was 5,000. From this
programme. A further object was to increase the awareness campaign, more than 60% of the target audience signed up
amongst small travel agencies of Lufthansa’s customer loyalty for the loyalty programme – a great success for Lufthansa.
programme – "eXperts". In the past, there was no pro-active
communication with this target group.
DVD, Movie Pack,
DVD Movie Pack Brochure and personalised eBridge Personalised pre-filled Online Registration
Solutions by Sony DADC

22. Maserati

23. 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

24. 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
Solutions by Sony DADC

25. SalzburgerLand Tourismus

26. Details Mailing including personalised eBridge
SalzburgerLand Tourismus is the leading tourism organisation in Salzburg
and uses eBridge to encourage German citizens to spend their next holi-
days in Salzburg. Three different mailings were analysed by the Salzburg
University of Applied Sciences to assure, that the new eBridge technology
increases response compared to traditional printmailings.
Goal
Analyse the potential of eBridge as an interactive media for the Tourism
industry. Market research should give insights about consumer behaviour
and acceptance of the technology.
Results
Response rates increased from 8.8% (print campaign) to 22.2% with
eBridge. According to the market research the new media is considered as
an innovative format and is well accepted. Direct Marketing concepts will
use more eBridge features to bring even higher CRM and Multimedia value
in the future.
Online Incentive
Lottery, first prize was a family holiday for one week in Salzburg.
Client Agency
SalzburgerLand Tourismus, Austria Card Emotion, Austria

27. Multimedia Interface – Raffle Personalised pre-filled Registration Form
Results of the Market Research
Why did you use this eBridge? Would you use eBridge again?
55.56% The region Salzburg was interesting 64.9% yes 32.3% probably 2.8% no
42.06% I was curious about the content
Did we spark your interest in booking a trip to Salzburg?
41.67% The disc made me curious (it‘s something new)
55.4% yes 40.6% probably 4.0% no
33.33% Because of the lottery (free vacation)
23.81% I did like personalisation of the disc
21.03% Because of the bonus content Source: Survey of the Salzburg University of Applied Sciences, 2006
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28. Austria, Germany & Switzerland
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Phone Austria: +43 6246 880 555
Phone Germany: +49 6074 498 106
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London W1W 8AJ
United Kingdom
Phone: +44 20 7307 9775 Find more compelling interactive case studies on
daniel.finn@sonydadc.com
www.sonydadc.com/ebridge
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Nordic Region
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Denmark
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Phone: +45 7070 2725 ebridge@sonydadc.com
ebridge@sonydadc.com www.sonydadc.com/ebridge
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