Luxury car-maker Jaguar has released the results of a location-aware mobile ad campaign designed to engage with potential customers in Canada, and encourage them to book a test drive.
Working with online marketing firm Cyberplex, Jaguar targeted potential customers with advertising in the Poynt app on iPhone, Android and BlackBerry. The Poynt app connects consumers to local people, shops, restaurants, services and events.
Sponsored text ads in the iPhone and Android apps drove traffic to a JAGTV microsite, with engaging video content. On BlackBerry, banner ads took consumers to a website displaying the nearest dealership, with a call to action to book a test drive.
According to Poynt, the campaign, which ran from December 2010 to January 2011, delivered excellent results. Clickthrough rates for the test drive came in at 7.4 per cent, which Poynt says is over 10x industry standards. Clickthrough rates for JAGTV microsite are not given, but Poynt says these were over 13x industry standards.