Automotive Compact SUV Brand & OOh! Media

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 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.

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Boomtown News

Don’t miss any of the action. The Boomtown News is the only industry roundup dedicated to Boomtown and the opportunities for brands to harness 9.1 million extra Aussies.

Compelling insights, handy tools and resources along with the latest news – straight to your inbox.

Don’t miss any of the action.

The Boomtown News is the only industry roundup dedicated to Boomtown and the opportunities for brands to harness 9.1 million extra Aussies.

Compelling insights, handy tools and resources along with the latest news – straight to your inbox.