Choose speciality channel:   Choose sector channel:     Search the site

Case Studies

 

How Chevrolet achieved a 50% awareness uplift in Germany

How Chevrolet achieved a 50% awareness uplift in Germany

Background

Chevrolet describes its new car model, the Orlando MPV, as a powerful multi-purpose vehicle for the family combining versatility and design. Wanting to use online advertising to raise brand awareness of the model and its key messages, Chevrolet turned to mobile.de, a website for cars which is part of the eBay group. mobile.de subsequently approached nugg.ad to help maximise the effectiveness of its brand building campaign.

Challenge

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. Also, the target audience for the campaign – men aged 30-59 years old with children under 14 years of age – are typically hard to reach.

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 utilised online advertising in a way that identified and capitalised on the brand building potential of the online medium.

Implementation

Nearly seven million ad impressions were delivered via an extensive advertising campaign over eight weeks. The campaign saw the serving of an extensive range of online ad formats including medium rectangle, superbanner, skyscraper and banderole ads.

To increase the effectiveness of these ads, nugg.ad identified which consumers in the target group did and didn’t have an existing affinity with Chevrolet’s Orlando model. This enabled the campaign to be adapted to improve appeal. An identification of the perfect contact class with the advertisement ensured consumers got the correct amount of exposure to ads.

The optimum amount of contact – how many times the ad should be delivered to the target group – was identified as seven; less exposure and they will not take notice. However, when more than seven ads are delivered to the consumer, they will ignore the deluge of messages and the ad becomes ineffective.

Results

By benchmarking the target group’s purchase intention and existing connection with the Orlando model before and after the campaign against a control group that had no exposure to the ads, nugg.ad was able to identify a 50% uplift in brand awareness.

The campaign’s effect was not only restricted to the model of car, awareness of the Chevrolet brand overall also improved by 21%. The impact on the bottom line was also clear, with intention to purchase the new Orlando model increasing by 17%.

Christina Herzog, director of marketing of Chevrolet in Germany, said, “uplift in brand awareness of +50% on mobile.de for our Orlando model sends a clear and empirical message. Likewise, such a significant increase of 21% of the already well-known Chevrolet brand is simply remarkable.”



prescription transfer coupon fyter.cn discount prescriptions coupons
married men affairs storyofcheating.com infidelity in marriage
can i take augmentin if i\u0027m allergic to sulfa site can i take augmentin if i\u0027m allergic to sulfa
free prescription drug cards site free cialis coupons
local abortion clinics other options besides abortion facts about abortions
discount drug coupons link transfer prescription coupon
cialis discounts coupons site pet prescription discount card
gabapentin with liver disease gabapentin with liver disease gabapentin with liver disease
cialis price store open generic cialis source
cloradex costo cloradex costo clorexidina
manufacturer coupons for prescription drugs martialinfo.com coupons cialis
buscopan plus preis buscopan tropfen buscopan dragees
the cost of abortion abortion pill is murder how do abortion pill work
neurontin alkohol pallanuoto.dinamicatorino.it neurontin cena
vermox mipnet.dk vermox
information on abortion pill cost of abortion pill types of abortion pill
abortion pill cost without insurance abortion pill late term abortion pill
medication abortion pill cicg-iccg.com pro abortion
should abortion pill be legal partial birth abortion free abortions
metoprolol pro medicin metoprolol pro medicin metoprololtartrat
abortion pill facts abortion pill law abortion pill definition
printable coupons for cialis prescription drug coupons cialis coupons 2015
abortion pregnant abortion timeline elective abortion
neltrexone click what happens if you take naltrexone and opiates
naltrexone uk floridafriendlyplants.com what is naltrexone hydrochloride used for
nalterexone ldn medicine naltrexone ms
generic naltrexone site naltrexone for anxiety
difference between naltrexone and naloxone link naltrexone withdrawal
naltrexone 4.5 mg buy williamgonzalez.me low dose medicine
what is vivitrol used for opiate antagonist naltrexone naltrexone implant locations
naltrexone food addiction blog.jrmissworld.com naltexone


Check out 12ahead, our brand new platform covering the latest in cutting-edge digital marketing and creative technology from around the globe.

12ahead identifies emerging trends and helps you to understand how they can apply to modern-day companies.

We believe 12ahead can put you and your business 12 months ahead of the competition. Sign up for a free trial today.