Dunlop Suzuki Giveway.

Year

2023

Client

Dunlop

Engage customers through a gamified campaign to segment them into on-road or off-road personas while collecting valuable customer insights.

Year

2023

Client

Dunlop

Engage customers through a gamified campaign to segment them into on-road or off-road personas while collecting valuable customer insights.

The Brief

Dunlop sought to understand its customer base better, focusing on lifestyles and preferences for on-road or off-road driving. To encourage participation, they offered exciting rewards while gathering valuable insights.

Context

Results

Outcome

Context

Dunlop sought to gain deeper insights into its customers’ lifestyles, specifically distinguishing between on-road drivers and off-road enthusiasts. To encourage participation, they also aimed to engage customers with exciting rewards while collecting valuable data.

To achieve this, Dunlop launched a campaign with two key objectives:

  • Understand customer preferences: Segment customers into on-road and off-road categories.
  • Reward customers: Offer two Suzuki Jimny 5-door vehicles (one for on-road, one for off-road) and R500,000 in cash prizes to incentivise engagement and purchases.

The Solution: Gamified Personality Test & Receipt Submission
Triswick developed an engaging personality quiz to segment customers by driving preferences. This gamified approach not only collected valuable data but also incentivised participation through a fun, interactive experience.

Key Features of the Campaign

1. Personality Quiz – “Pick Your Profile”
Triswick developed a swipe questionnaire that asked customers a series of lifestyle and driving-related questions. Based on their responses, an algorithm would determine whether the user was more suited for an on-road or off-road persona.

    • Swipe interaction: Customers swiped through quick questions, similar to a social media quiz, making it fast and engaging.
    • Result-based segmentation: At the end of the quiz, customers received a personality profile (either on-road or off-road) based on their answers, helping Dunlop understand their preferences.

2. Prize Draw & Competition
The campaign’s grand prize involved two Suzuki Jimny 5-door vehicles, each tailored for either on-road or off-road driving. Additionally, R500,000 in cash prizes were up for grabs.

    • Entry requirements: To enter the competition, participants had to purchase four tyres of a specific size from Dunlop and submit a receipt as proof of purchase.
    • Instant appeal: By tying the competition to tyre purchases, Dunlop incentivized sales while generating data on customer driving behavior.

3. Smooth Submission Process
Triswick created a streamlined, digital receipt submission system where customers could easily upload their proof of purchase. The system automatically verified the information and entered customers into the competition.

4. Gamification & Engagement
The gamified aspect of the quiz, combined with the excitement of winning a car and cash prizes, kept customers engaged throughout the campaign. The on-road vs off-road personality quiz was an enjoyable way to segment customers while fostering deeper engagement with the brand.

Question 1

Some people are made for the buzz of the city, while others seek the thrill of the open road.Which one are you?

Question 2

Whether it’s smashing the dunes and embracing a life outside your comfort zone, or cruising through the streets with the windows rolled down, adventure awaits. Where would we find you?

Question 3

There are those who hit the road in search of glitz and glam, then there are those who prefer the thrill of a race. What adventure are you?

Question 5

Are you the person who says “let’s do it” when it comes to going off-road, or are you a need for speed thrill seeker?

Question 4

Are you showing off your low ride whip, curving the bumps and making the engine roar, or are you taking in nature with something a little higher off the ground?

Results

The campaign gave Dunlop valuable insights into customer preferences, distinguishing between on-road and off-road drivers, and helping tailor future marketing and products.

Requiring customers to purchase four tyres to enter boosted sales of targeted sizes, while the competition successfully incentivised brand engagement and purchases.

The personality quiz was highly popular, with its quick, interactive format driving participation. The chance to win a Suzuki Jimny or R500,000 in cash kept engagement high throughout the campaign.

Triswick efficiently handled prize distribution, delivering vehicles and cash to winners promptly and professionally, enhancing the campaign’s success.

12537

Total Sessions

Achieved 12,537 total sessions, driving strong user engagement!

2462

Total Registrations

Secured 2,462 total registrations, enhancing user growth!

3

Different devices

Mobile, Tablet and desktop

Outcome

The Dunlop “Pick Your Profile” Campaign successfully combined gamification, customer insights, and product promotion.

With Triswick’s innovative personality quiz and efficient prize distribution, the campaign segmented customers into on-road and off-road personas, boosted sales, engagement, and gathered valuable insights.

It showcased a new approach for automotive brands to engage customers, personalise experiences, and incentivise loyalty with gamification and enticing prizes.