Case Study:
Auto Model Launch

Verve built a custom audience segment of auto intenders and also re-targeted auto-show attendees.

Objective

In order to generate awareness around its new model launch, one of the world’s largest automakers sought to reach attendees at a well-known American auto show where the car was to make its debut. Thereafter, the automaker initiated nationwide outreach, attracting consumers to its website.

Strategy

Verve™ applied a two-step targeting approach to reach auto intenders. The first step involved reaching car enthusiasts at the auto show. In addition to developing and serving ads within the auto show’s official mobile app – sponsored by the automaker – Verve delivered ads to consumers in and around major hotels and points of interest throughout the city.

While the goal of the first step was to drive traffic to the auto show and the events surrounding the car’s debut, the second step aimed to generate awareness among a national audience and generate traffic to the automaker’s website where consumers could sign up to receive more information. To meet this need, Verve built a custom audience segment of auto intenders and also re-targeted auto-show attendees.

Throughout the campaign, the creative showcased photos of the car in a carousel that allowed consumers to navigate between tabs highlighting the car’s design and technology features. A dynamic distance pull-down with directions from consumers’ current locations to the auto show was also available.

Results

TAP-TO-GALLERY POST-CLICK ENGAGEMENT GREATER THAN 2.5% AND TAP-TO-FEATURES GREATER THAN 3.25%

Above-average engagement rates demonstrated consumers’ interest in learning more about the car by swiping through the photo gallery and opening tabs highlighting the car’s features.

AVERAGE TIME SPENT IN AD: NEARLY 25 SECONDS

While average time spent in ad fell well above the standard range, more telling was that nearly 20% of the audience spent 30 seconds to 5 minutes within the creative – a clear indication that the automaker garnered consumers; attention and became part of their consideration.

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