The first emails that change depending on the weather.
It is becoming more and more difficult to get people to open an email. Recently very direct and commercial formulas have been used to try and grab the user’s attention. But these formulas do not work with a Premium brand such as Audi. So, how can the launch of the new Audi A3 Cabrio be announced via an email and generate engagement with our customers, using such a promotional medium?
The experience of driving a convertible like the Audi A3 Cabrio is acquired both inside and outside the car. To emphasize this message, we created some emails that changed according to the meteorological conditions and the time of day when they were opened. Using dynamic programming with PHP, we were able to camouflage in an image a series of parameters (the user’s ID, his origin, etc.) that gave us personalized designs for each user. In this way the launch email was different if it was opened during the day or during the night, while the email for reservations gave information in real time about the wind conditions in the recipient’s city.
Agency: Proximity Barcelona
Role: Graphic design, Art direction, Concept
CANNES / Short list
ECHO / Bronze
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