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.
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.
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.
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.”
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