Banco RCI Brasil: RCI: A very special welcome

RCI Banque, an automotive financing and insurance company, increased customer registrations in Brazil by sending personalised video manuals to drivers the day after their new car purchase.

Agency: Marketdata

Objectives

Welcome new customers in a friendly human way, bringing them closer to the brand through relevance whilst explaining the product acquired, reducing calls to the help line, a large cost for RCI.

Increase new customer registrations on the bank portal from the email welcome current level (12% Nissan and 17% Renault) to 25%.

Drive more new customers to ‘click to visit’ the bank portal increasing to 50% (ambitious based on video industry benchmark of 23%)

Strategy

Our research questionnaire to 1500 marketers in Brazil showed us that 18% of welcome packs go unopened, 60% of recipients...

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