resources
Case study: Dodge launches Caliber in NZ
How Dodge used a combination of the Nielsen Ad Intelligence, Site Census and Market Intelligence tools – a first in the NZ online market, to launch the Caliber in New Zealand. The campaign was exposed to 1.6m unique users, delivered 390,000 responses and delivered over 100,000 targeted actions on the Dodge NZ website.
The Business Challenge:
- To launch the Dodge Brand and a model at the same time
- To overcome the NZ audiences’ misconception by which if they know of the brand at all, they associate Dodge with pickup trucks rather than cars
- All on a very limited budget
Insight
We analysed vehicle buyer behaviour using industry research (from eMarketer, The Polk Center for Automotive Study, JD Power and others) and complimented that with NZ audience insights from Nielsen Netratings, Nielsen / Panorama data and international studies, articles on user engagement with different creative units and placements in online advertising campaigns (such as data from Eyeblaster on ad interaction rates)
