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2019 Awards Preview: Most Effective Automotive Campaign

David Murphy

Ahead of our 2019 Effective Mobile Marketing Awards, staged in partnership with our headline partner Dynata, and our partners DAX and TabMo, we'll be previewing the nominees in each category,giving you a glimpse at the high quality of entries we've seen this year. In today’s preview, we look at the campaigns shortlisted for the Most Effective Automotive Campaign Award.

A Volvo XC60 car

Volvo, Mobsta, Mindshare and Finecast – Volvo XC60 Human Innovations Campaign
This campaign aimed to reignite interest in the Volvo XC60, which was starting to fall short of orders, showcasing its award-winning features with video to encourage people to want to experience the car themselves. A key facet of the campaign was to understand the effect it had on driving the target audience into dealerships was the primary KPI.

Volvo partnered with Mobsta to use the company’s location-derived audience data to build a segment of auto-intenders at a post code level. Audiences that had been exposed to a TV ad for the car were also retargeted with display ads, within an optimum 30 mins/5-mile drive time to dealerships.

The overall campaign effect was then measured using Mobsta’s proprietary data and an exposed and control methodology at the device level – the first time this data had been used to buy against and measure a TV campaign. To do so, Mobsta’s data scientists had to devise a new methodology using machine learning to handle the volume of data a highly targeted national TV campaign produces.

Footfall volumes were compared across two time periods: pre-campaign (90 days previous) and post-campaign (from campaign start to 30 days post), using density-based cluster analysis to identify catchment areas and assign impression delivery to each dealership, in order to measure relative exposure to the campaign.

Mobsta was able to report results for each delivered media channel – linear TV and addressable TV – at a regional level and mobile media at a dealership level. This methodology gives Volvo actionable insights for future campaigns, as it has a better understanding of which regions performed best, thus identifying areas requiring greater focus or the need for alternative channels. Overall, the campaign drove an uplift of more than 30 per cent in dealership visits across all channels.

Parkmobile and MobPro – Anti-churn Campaign
Parkmobile (RingGo in the UK) is the most downloaded parking app in the Netherlands. Parkmobile – and Ringo – doesn’t make money unless someone uses the app to pay for a parking session.

Generating as many downloads as possible therefore doesn’t necessarily benefit RingGo. For this reason, and because various studies show that significant costs are involved with having to attract new customers, MobPro actively focused marketing efforts on preventing active users from deleting the app and activating them to use the app when parking.

The strategy was to target current users with three different mobile banners within a period of five months, each presenting a different incentive to re-activate the current users. MobPro then investigated which incentive and which churn management method (lift or risk) is the most effective.

To reach users with a retention campaign, MobPro connects a predefined audience to its S+A marketing platform, an automated buying solution used to target consumers through mobile, desktop, and DOOH devices. When a bid request including an advertising ID is presented, the platform is able to match it to the audience, so MobPro can serve and track different creative to individual devices precisely.

Afterwards, MobPro was able to classify users based on their risk-scores and lift-score, enabling it to compare both churn methods.
Quantitative research conducted in collaboration with Erasmus University Rotterdam showed an “undeniable” relation between the retention campaign and preventing customer churn. The churn rate of the campaign group was 37 per cent lower than the control group.

It was also found that targeting users more sensitive to advertising (lift) is more effective than targeting users with a high churn risk (risk). The churn rate of the lift group, compared to a control group, was reduced by 50 per cent. The ROI results also improved significantly from 109 per cent with the risk method to 376 per cent with the lift model.

Renault and OMD – Renault Kadjar SUV Campaign
In 2015, Renault went through a significant re-brand culminating with their new motto ‘Passion for life'. This slogan is illustrative of the fresh approach to vehicle design that the Renault prides itself on. It also underlines the brand's promise to produce quality, attractive vehicles that make everyday life easier for customers.
Renault’s most recent campaign, 'Escape to Real' was created to increase awareness and purchase intent of the latest model of the Renault Kadjar and ultimately drive footfall into their Italian car dealerships.

Blis was brought in by OMD Italia to help amplify their out of home (OOH) advertising strategy and drive foot traffic into Renault car dealerships. The campaign ran between 14 January and 10 February 2019.

As part of the campaign, Blis' Analytics was used to conduct a footfall study to gauge the effectiveness of the campaign in driving foot traffic to Renault car dealerships. Traffic was analysed for two days pre-campaign, then during the campaign, and for nine days after. Blis identified mobile devices that had been exposed to the Renault OOH sites and exposed them to a set of three vertical videos produced by Publicis Groupe.

This data was then stored and used for re-targeting in real-time using Blis’ Location Targeting product when in proximity to Renault dealerships with a display campaign. The high-impact, rich media unit built by Blis’ creative team included a call-to-action to ‘Visit your local dealership’.

This two-pronged approach, using both Audience- and Location-targeting products, allowed Renault to advertise contextually relevant content that drove consumer foot traffic.

Blis also conducted a control and exposed study in conjunction with the campaign to measure its impact in driving footfall for the campaign. Blis also tracked foot traffic to Renault's competitors (Citroen, Opel, Peugeot, Ford, Toyota, Nissan, Lancia, and Volkswagen) to see whether the campaign had an adverse effect on their foot traffic.

Renault made significant share gains both during and after the campaign, having the highest share of footfall amongst its competitors, and increasing its share of foot traffic increase from number 6 position to first position against its competitors post-campaign.

The overall campaign tracked 1,210 footsteps. The store with the best foot traffic was ‘Renault Retail Roma’ with 74 devices being tracked in store. The control group was collected on the same targeting approach as the exposed group and consisted of 34,902 devices, of which 73 were seen in Renault stores, resulting in a foot through rate (FTR) of 0.21 per cent. The exposed group achieved a 70 per cent net uplift from the control group, achieving an FTR of 0.35 per cent.

The campaign achieved 1,702,401 impressions. On average, the creative units had a clickthrough rate of 1.25 per cent, 400 per cent higher than Blis’s internal benchmark.

The campaign performed exceptionally well across the entire brand funnel, in terms of creative performance. The pre-roll unit had the highest CTR, achieving 2.10 per cent, closely followed behind the 320 x 480 rich media unit which had a CTR of 2.06 per cent.

Tata Motors, Zapr Media Labs and Havas Media – Ads Good As Football 
During the 2018 football World Cup, auto brand Tata Motors wanted to avoid the clutter on TV advertising and instead engage its audiences in India on mobile with an innovative type of ‘moment marketing’.

It planned to do this by syncing high-impact football moments such as goals, penalties, free kicks and yellow cards, with contextually-relevant mobile ads, targeted only to viewers watching the tournament live on television. The campaign’s goal was to create brand awareness among the Indian youth for the brand’s commercial vehicle, TATA Ace Gold. According to Statista, around 60 per cent of FIFA World Cup viewers on TV are males aged 16-34, an ideal audience for the vehicle.

To do so, Tata Motors and its agency Havas Media leveraged Zapr Media Lab’s Audio Content Recognition (ACR) cross-screen targeting technology to integrate TV and digital platforms across a user base of more than 70m people.

The system uses a Software Development Kit (SDK) that is integrated with more than 70m smartphone devices via user opt-ins. Audio fingerprints are created on user’s smartphones whenever media content is detected in ambient audio across more than 650 TV channels. These fingerprints are sent back to in-house servers and matched with the fingerprints of TV channels with a degree of accuracy of more than 99 per cent.

The time-synced mobile campaigns started within five minutes from when the moments aired live on TV. Thus, the marketing challenge was one of targeting – detecting FIFA viewers who belonged to the brand’s target group, among active mobile users who were watching those micro-moments live, and executing ads with controlled frequency caps.

To do so, Zapr used Google Advertising ID (GAID), and identified unique viewers from its 70m user base and matched them against FIFA content stored on its servers. The same IDs are targeted across major publishers and trusted exchange networks across the mobile ecosystem

The scale of the campaign was customized across different match days, depending on how viewership changed. This way, Tata’s ad dollars were utilized purely to engage FIFA viewers who were active during specific match days. Ads were shown across all app categories including e-commerce, games, lifestyle, music, news, etc. to maximize reach and get highest visibility for the brand.

The campaign was a huge success. It delivered 16.2m impressions in 20 days, and engaged 5.4m unique FIFA viewers without and TV spend.

The Effective Mobile Marketing Awards Ceremony takes place in London on 14 November. To book your place at this celebration of the best in mobile marketing, click here.