The Brand
Automotive Compact SUV Brand
The Media Owner
OOh! Media
The Objective
To drive awareness and generate cut-through amongst mainstream car buyers in order to increase purchase consideration of a particular car model, in a relatively saturated market.
The Execution
The brand ran a 10 week campaign across oOh!’s metro and regional environments, using Smart Reach buyer graphic data powered by Quantium for centre planning. This created the opportunity to reach and influence an incremental 500K car buyers by targeting audiences beyond metro areas alone. oOh! regional centres elevated the campaign beyond metro markets to key regional cities and centres, to deliver a higher reaching, targeted and scalable campaign.
The Results
- Delivered 12% higher reach of mainstream car buyers when regional shopping centres included in campaign-mix, as opposed to a metro-only retail campaign.
- High growth in consideration of the car model, with 63% uplift post wave for those who recalled the campaign.
- 39% recalled the campaign, increasing to 46% amongst the key male audience.
- 96% agreeing with one or more lifestyle behaviours the automotive brand aimed to target.
