Daihatsu wanted to use online advertising to help raise brand awareness of their market leading small car – the ‘Cuore’ – and as a secondary objective, the Daihatsu brand in the German marketplace.
To do so, Daihatsu appointed German publisher, freeXmedia, to launch a brand building campaign across its wide range of popular online media.
In turn, freeXmedia turned to nugg.ad, predictive behavioural targeting agency, to develop a campaign that would engage consumers and build brand awareness of both Daihatsu and the Cuore vehicle range.
In a country that carries such a strong reputation as the home of market leading automotive brands, Germany has always been a tough market for international car makers. Alongside this, online advertising is most commonly associated with generating increased click through rates (CTR) and conversion rates (CR), not brand building. Nugg.ad’s campaign used online advertising in a way that identified and capitalised on the brand building potential of the online medium.
It was imperative to deliver an advertising campaign that caught the attention of consumers and encouraged them to engage more strongly with the brand.
To achieve this, nugg.ad set out to identify which consumers on freeXmedia’s broad range of online media did and didn’t have an existing affinity with Daihatsu and the Cuore. Using these results, each consumer would then be targeted with the suitable brand building advertisement. The brand building power of these advertisements was achieved by tailoring the frequency and content of online display ads to the consumer’s level of affinity with Daihatsu.
To successfully achieve this, nugg.ad’s Branding Optimiser tool was used, which for the first time enables brands to determine the emotional effect online advertising has on consumers, making the ‘click-in-the-head’, and not just the CTR, measurable.
Nugg.ad set out to measure brand affinity by collating data collected from specifically developed online user surveys and internet browsing behaviour. From this information, nugg.ad could then design a branding campaign for Daihatsu and the Cuore that was tailored to users in a way that would attract and retain consumers with an existing affinity, and help engage and acquire those with a low affinity.
The four week campaign nugg.ad designed for Daihatsu was broken into two main phases.
The first phase delivered untargeted wallpaper ads across the freeXmedia websites. Using the Branding Optimiser, the consumers that were exposed to these advertisements were then targeted with online surveys to find out if they were already familiar with both the Daihatsu brand and the Cuore model.
The second phase of the campaign used the Branding Optimiser to target the ads and ensure they were served exclusively to users who were classified as being favourably inclined towards the brand, based on the responses that were received in the first phase.
By using nugg.ad’s Branding Optimiser tool significant improvements in the brand awareness of both the Cuore and the Daihatsu brand were achieved. As a result of the online advertising campaign, the brand awareness for the Daihatsu Cuore grew by a 18 per cent, when compared with the control group in the first phase, where no targeting was used.
As a result of the same campaign, a marked improvement in the overall brand awareness for the Daihatsu brand was also achieved, showing a 5% increase after completion of the campaign.
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