Alfa Romeo has seen a 49% surge in brand awareness following a location-based video ad targeting campaign for its Giulietta model.
The Fiat-owned automotive brand kicked off a month-long video ad trial this autumn as part of a wider TV campaign featuring actress Uma Thurman.
It worked with GroupM agency Maxus on the campaign, which centred on using the technology of video ad platform Videology combined with Eyeview’s dynamic targeting software to run more personalised ads.
This comprised videos that altered their messages based on an individual’s location to direct them to local dealer sites, rather than the general Alfa Romeo hub.
The brand saw a 15% hike in conversion, with people that clicked through to the local dealer site then booking test drives. Average click-through rates also spiked by 20%.
Head of digital for Fiat Group Automobiles UK Claudio Annicchiarico said data-driven marketing is becoming an increasingly important part of its overall marketing mix. “Videology helped us in one of our core goals, which is to move more towards data-driven marketing, and understanding our customers more and their needs, the latter of which is often based on their location,” he said.
It is also vital to embed data-driven marketing into the creative process for campaigns, he added. “We are doing more and more retargeting with our media agency Maxus, which is bringing us better returns,” he said. “It is about relevant marketing to the relevant consumer. We are starting to tailor the creative even more so to tie in with this. It’s not just about appropriate marketing in right place and time, but also appropriate communication within the marketing. Relevance is key.”
The brand has not yet tested the location-based activity on mobile, but it is something it will consider further down the line, according to Annicchiarico. Likewise it will look to expand on the activity for the Alfa Romeo brand along with the rest of its car brand portfolio.
We welcome your views! Please feel free to comment below.
Comments