We develop long-standing relationships and the confidence of our clients, always priorizing getting positive, solid and measurable results. At DDM we care as much about the relationship with our clients as they care about the relationship with their own clients.

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Casos de Éxito

About the client

MAPFRE is a global insurance company with a presence on the five continents and in 47 countries. In Argentina they have been in operation for over 25 years.

Objective

To generate leads and sales of insurance policies for automobiles less than 5 years old.

Strategy

We designed 3 separate communication vehicles that provided incentives for buying car insurance and offering the gift of a free GPS system. The main promotion activity took place in the car park of a major retailer placing promotional flyers on cars of the target that the company intended to capture. The campaign was reinforced with an email marketing  campaign and a direct mail insert in communications directed to the retailers customer base. All these actions generated incoming contacts to a 0800 number and a web Landing Page that included a contact form. DDM integrated all the interactions in the contact center leveraging the multiple communication channels.

Results

In just a few months we generated a significant database of qualified leads that voluntarily interacted with the Center for Multichannel Interactions and resulted in the acquisition of hundreds of new customers for the company. If we consider the average tenure of a car insurance policy in Mapfre, a ROI of approximately 800% and a payback within five months was achieved.

This set of actions achieved at a low cost an increase in brand awareness that will continue to be capitalized in future sales. The #AutoSeguro case was honored with an AMDIA Award 2014, the award for the “Best Marketing” in Argentina.

About the client

Greenpeace is an independent international organization that uses non-violence and confrontation to expose and find solutions to global environmental problems. It does not accept contributions from corporations, governments or political parties and is financed thanks to the contribution of millions of individuals worldwide.

Objective

To increase the mass of regular active members of Argentina.

Strategy

DDM proposed a geo-segmented direct marketing telephone campaign consisting of using an auto dialer + IVR, combined with the attention of live operators and / or follow up of qualified prospects to obtain donations through debit and credit card payments. Initially we conducted a test action to gauge the level of efficiency and confirmed a planned national roll-out. Records from different areas of the 11 provinces which had historically had higher conversion prospects donors were selected. We started with voiceovers from 3 famous personalities in support of the cause. The initial results marked a favorable tendency towards one of the messages issued by one of the chosen personalities and it was decided to continue only with this voiceover, taking advantage of the fact that this personality was experiencing a moment of great media exposure. Basec on the geographical area to be contacted we personalized the cause and the reason for the contact. For example in the North we requested support against de-forestation and in the West against opencast mining and in the South the protection of the glaciers and whales. We requested that the prospect dial 1 to speak with a live operator to make a donation or support the cause by entering a telephone signature.

Results

The campaign was a success considering traditional response rates in this medium and the levels of investment. The chosen personality voiceover was twice as effective as the second (0.11‰ vs 0.04  ‰)

The more permeable provinces for this strategy were Formosa (1.8 ‰), Neuquén (1.4 ‰), San Luis (1.4 ‰) and Santa Cruz (1.3 ‰).

In total we achieved 1 ‰ donations of households contacted generating a very important base of new leads.

Greenpeace ultimately met its goal of increasing the mass of donor members and developed a prospect database via the telephone signature. The impact in favor of Greenpeace in the households contacted was also positive with favorable repercussions over the medium and longer term.