Program Details: The STI Club Card Program was direct and simple. When customers purchased a 2006 or 2007 model year Subaru Impreza WRX STI, they were eligible to receive a prepaid reward card valued at $2,500 that could be used for accessories, service, extended warranty, Subaru apparel and merchandise at any participating Canadian Subaru dealer.
The program was announced and promoted through direct mail and online campaigns that utilized the Subaru Web site, key word searches, Yahoo banner ads, and cardomaine.com where ads were placed within the Impreza STI forum. Current Impreza owners were invited to their “home” dealership to test drive the Impreza STI and receive the STI Club Card with purchase. Consumers were encouraged to visit a customized web site for program details.
To create immediate excitement around the offer, the direct mail piece, sent to 4,300 past owners of Impreza vehicles, models five years or older, was actually encased in a brown paper bag. This unique “envelope” was banded with directions to “Inhale, and Exhale” as the recipient opened the bag and found information about the attributes of the flagship Impreza model and the STI Club Card offer. The bag also contained a “tongue-in-cheek” instruction card on how to utilize the bag in case of hyperventilation. The piece resonated with consumers and dealers alike, who used the bag to start conversations with prospective buyers who visited their showrooms.
Objective:
• Increase sales by 10%;
• Enhance value of Subaru’s Impreza WRX STI brand with consumers;
• Add value to the after sales relationship at Subaru dealers; offset cross-border shopping;
• Increase customer loyalty.
Supplier: Carlton Group Ltd/American Express Incentive Services
Sponsor Assocication: Incentive Marketing Association (IMA)
Results:
• 100% of eligible dealerships participated in the program;
• Sales of the Impreza STI increased 28%;
• Program generated sales resulting in 218 prepaid cards being issued (20% direct mail response rate);
• The STI Club Card was redeemable only at participating Canadian Subaru dealerships encouraging “home” dealership loyalty.
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