The world's smartest discount - a chatbot based sales campaign for lexoffice
There are countless sales campaigns out there. Black Friday and Cyber Week motivate marketers every year anew with special offers and discounts to compete for the favour and purse of potential customers.
So lexoffice, Germanys no. 1 online office software for freelancers and entrepreneurs, approached us with a discount campaign briefing about their accounting products. The discount mechanism: The more new customers lexoffice acquires during the campaign period, the longer the 100% discount applies to all campaign participants, which allows them to use the software free of charge.
The goal of the campaign? To reward satisfied customers who recommend the product and at the same time acquire new customers for lexoffice.
Smart and Interactive - a discount like no other
100% discount is an unbeatable offer. But the most interesting trigger for our creative campaign approach was the interactive rebate mechanism, which presented us with a communicative challenge due to its complexity and need for explanation.
Easy to understand and extraordinary - these were the two guiding principles of the campaign development. Lui, the interactive accounting expert at lexoffice, was born from this claim.
As a campaign chatbot, Lui lives on a landing page and in Facebook Messenger. No endless explanations, FAQs and terms and conditions that the user has to fight his way through: just Lui, who playfully triggers attention and gives practical advice in a likeable and competent manner.
With Lui we created a communicative campaign platform that focuses on the simplicity of the product and makes it tangible. A campaign that lives up to its campaign claim "Keep Calm and Just Smile" at all levels.
Agile approach and team work for an innovative campaign idea
Lui has a smart and simple personality. However, its genesis was quite complex. Within only six weeks, from idea development to go-live, many different sub-projects emerged from a simple campaign briefing with the decision to use a chatbot as an innovative campaign vehicle.
Each sub-project presented our team with a variety of challenges. Strategy, bot personality, conversational UX, programming of landing page and chatbot, conversational and visual design as well as claim development and production of the campaign assets ran parallel within the short period of time.
This requires not only a multi-faceted skillset, but also a flexible, proactive and anticipative way of working. With the organisation in agile weekly sprints and the transparent and productive exchange between all stakeholders, especially with our technology partner Cognigy.AI, the complexity of the project could be productively managed and successfully mastered.
Lui as a service bot – moving beyond the sales campaign
100% discount, 0% accounting effort - what started as a temporary sales campaign has turned into a sustainable communication tool – thanks Lui. While launching the campaign, lexoffice already made one decision: Lui will survive the discount campaign and continue to interact with customers and potential new customers as a smart accounting expert for lexoffice.
With the chatbot originally designed for the campaign, lexoffice got a tool at hand that makes use of the most natural and direct way of interacting with their customers.
"Awesome. New thinking was important to us, detached, from the front - and then not backing down during the implementation. think moto fulfilled our expectations 100% and was extremely fast. If you want to achieve something together, you've come to the right place. A clear recommendation!
– Michael Schönstein, Senior Business Architect Marketing at lexoffice
Lui shows the potential of Conversational Experiences
Chatbot Lui is not the first branded bot, but probably the first one that has been designed and implemented in a targeted manner in three respects, thereby exploiting the full potential of dialogical touchpoints.
While other chat bots are developed as website add-ons, Lui with its purely dialog-oriented landing page puts the conversational experience at the center of attention.
While other chat bots are often designed from a technical point of view, Lui has a real personality that makes the brand unique and uniquely tangible.
While other chat bots operate solely from a business perspective, Lui manages to guide different target groups through the pre-sales and sales funnel via user-centered, target-group-specific user journeys.
The result: 41% more turnover!
Lui paid full tribute to the primary campaign goal, the acquisition of new customers. Overall, almost 40% of the users who entered Lui's landing page started a conversation with the likeable, characterful accounting expert. Of the users who talked to Lui, almost 12% bought the product and thus became new lexoffice customers.
With a conversion rate of 4.5%, Lui was clearly above the average of the conventional lexoffice website and 41% above the Black-Friday campaign in the previous year. On Cyber Monday, more licenses were sold than ever before in one day.
Sustainable investment: Lui lives on!
Lui has impressed and convinced as a central part of the sales campaign. So much so that lexoffice will make it the central part not only of the marketing, but also of the product.
Learn more about our design process and our results in the film about Lui on Vimeo.