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Despite traditionally being used to boost click-through rates and conversion rates, nugg.ad’s work with Chevrolet is a prime example of the brand building potential of the internet and online advertising. Using nugg.ad’s unique predictive behavioural targeting and brand building technology Chevrolet achieved a 50% increase in the brand awareness of their new car, the Orlando.
Brief
Following the launch of their new car model, the Orlando MPV, Chevrolet decided to use online advertising methods to increase brand awareness of the model, and promote it as as a powerful multi-purpose vehicle for the family which combined versatility and design.
Strategy
To achieve greater awareness of the Orlando, Chevrolet turned to pioneers in the industry mobile.de, which is part of the eBay group and leading online classified website for cars. mobile.de in turn approached the leading predictive behavioural targeting firm nugg.ad to maximise the effectiveness of its brand building campaign.
Carrying 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 difficult to reach. Alongside this, online advertising is rarely associated with brand building, most commonly being associated with generating increased click through rates (CTR) and conversion rates (CR).
nugg.ad were brought onboard to use their ‘branding optimiser’ tool to harness the real brand building potential of online advertising by targeting consumers with the right ads at the right time and in the right amount.
Chevrolet wanted to create a campaign that would identify and catagorise a user’s existing brand affinity and serve individually tailored online advertising campaigns. Each of these personalised campaigns identified each user’s existing brand affinity and awareness before targeting them with advertisements that capitalised on the brand building potential of the online medium.
Execution
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 personalised to each user, creating the highest possible appeal. By identifying the perfect number of contacts each consumer should have with the ad, nugg.ad ensured that the exposure each consumer had with the ad was at the level most conducive of brand building.
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
nugg.ad’s targeting technology and brand engagement measurement tool enabled Chevrolet to accurately measure the effectiveness of the campaign. 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 per cent 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 per cent. The impact on the bottom line was also clear with intention to purchase the new Orlando model increasing by 17 per cent.
Christina Herzog, Director of Marketing of Chevrolet in Germany, said: “Our expectations regarding the effectiveness of nugg.ad’s Predictive Behavioural Targeting have been exceeded. 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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