The Future of Mobile

Greystripe Campaign Achieves Brand Lift for Buick

David Murphy

Mobile ad network Greystripe and comScore have announced impressive results from a brand lift study of a recent mobile advertising campaign for car maker Buick.

The campaign generated a 21 per cent lift in total awareness of Buick LaCrosse and a 35 per cent lift in purchase intent. 53 per cent of those exposed to the campaign recalled Buick LaCrosse mobile advertising, versus 4 per cent in the control group.

Buick partnered with Greystripe for the campaign to increase awareness and purchase intent for Buick LaCrosse. The campaign ran from December 2009 to April 2010 and was centered around Greystripe’s Immersion Ads (formerly known as iFlash Custom Ads) delivered via Greystripe’s mobile ad network.  Greystripe says the format has recently drawn comparison with Apple’s iAd format.

Greystripe’s Immersion Ads provide advertisers with the opportunity to engage users in a variety of ways, including advergames, video, and access to a brand’s mobile site. The average interaction time with the ad was 28 seconds per user. Users who engaged with the advergame portion of the Buick ad spent an average of 2 minutes, 42 seconds interacting with the ad. The game was inspired by the classic Simon Says game and asked users to repeat a sequence of four flashing colours represented by the four tires of the LaCrosse. The advergame highlighted the vehicle’s Stabilitrak system that “transfers power to the wheels that need it.”

Other notable results from the study included a 58 point lift in awareness of Buick mobile advertising among Buick’s target audience of 35 to 54 year olds with $75,000+ incomes, and a 29 per cent lift in the likelihood to recommend Buick LaCrosse. The ad achieved a 3.9 per cent click-through-rate.
“We are so pleased with the results of our mobile campaign that we have begun working on another for the 2011 Regal,” says Craig Bierley, Advertising and Promotions Director for Buick/GMC. “Greystripe’s Immersion Ads delivered exceptional user engagement, and significant increases in key metrics for Buick.”

Greystripe CEO Michael Chang says the results showcase the effectiveness of Greystripe’s Immersion Ads for brands and the importance of offering a highly interactive experience for consumers. “This campaign demonstrates that mobile engagement is one of the most effective ways for brands to increase brand value and reach their business goals,” says Chang.