XM Satellite Radio was losing out on new subscriptions from XM-equipped used vehicles because dealership reps were unable to turn a cumbersome sign-up process into a compelling customer benefit.
What we did
Turn the B2B play into B2C: drive subscription trials from new owners of used vehicles vs. relying on dealership sales rep involvement. We designed an engaging invitation that spoke directly to consumer and simplified sign-up.
How it worked
Campaign interest exceeded expectations. Just three months after rollout, dealers ordered more packages even though the inventory was supposed to last a year.