Case Study:
Telematics Messaging Optimization

A major Automotive OEM was upgrading its vehicle telematics platform to add new "malfunction indicator light" (MIL) messages describing conditions requiring owner attention. Existing messaging via in-vehicle systems, SMS, email, etc., buried important actions in verbose and confusing text, lacking a clear path to action. The OEM lacked in-house resources to develop technically accurate, cross-channel messaging for each existing and new MIL in a consumer-friendly manner.

PRES Innovation aligned with OEM stakeholders on new platform capabilities to maximize them and define scope. We assessed vehicle conditions triggering each MIL to understand safe and convenient actions for owners. We ascertained technical limitations for character length, URL inclusion, and language localization. Since message wording couldn't differ between new and existing connected vehicle platforms, we assessed the needed message specificity (e.g., individual tire pressures vs. general messages).

PRES Innovation provided technical guidance to a copywriter with After Sales marketing experience to write required MIL messages. We created versions adapted for IVM, SMS, email, and push notifications with in-app messages. We worked with direct clients and engineering/legal teams to quickly iterate to final versions.

Overall results are proprietary, but the program launched on-time and on-budget. Improved MIL messages have been going to customers since 2023. Customers now have a nearly frictionless path to schedule dealer service for individual MIL conditions, resulting in incremental service appointments made through these channels. The enhanced messaging improved customer understanding of vehicle health and streamlined the service scheduling process.