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Case study: Holden boosts metrics among small car buyers
ACP DIGITAL CASE STUDY - Holden boost metrics amongst small car buyers.
How Holden improved brand awareness by using display and direct response advertising creative on ACP Digital sites with the help of their agency Ogilvy.
Study Summary:
- ACP Digital and Ogilvy worked together on behalf of Holden NZ to create an effective online campaign and measure the effectiveness of this media channel for the small car category.
- Activity ran across six of ACP’s sites during July and August and were focused at active motoring search and approprite environments for this vehicles target.
- Two online surveys were conducted (pre and post activity) to compare the results of the respondents.
Objectives:
- To increase the awareness of the current Viva and Barina deals on offer at Holden.
- To gain a better understanding of the effectiveness of online as a medium when advertising small cars.
Campaign Details:
- Holden ran a 6 week campaign for Barina and Viva from early July to mid-August 2007. Other media used across the period were; Television, Womens Magazines and Motoring Press.
- There were three types of creative including; banners, skyscrapers and text links.
- The campaign was weighted to give three impressions per Unique Browser per week.
- The sites used were Auto Trader, Taste, Your Home & Garden, Cleo, Metro Live and Runway Reporter. Overall there were 4,457m impressions delivered (2,429m text and 2,028m banner impressions).
View full case study > Holden small car case study
