Cross media case study Background Campaign Objectives Campaign demonstrates cross media ad effectiveness of the Mail brand with a 550% increase in SUV awareness following campaign Implementation The Daily Mail worked with Carat to develop an integrated, creative and measurable campaign to meet Chevrolet's objectives. The campaign, which ran for 4 weeks exclusively on dailymail.co.uk between 27th July 07 and 26th August 07 comprised a range of different creative sizes - including super banners, super skyscrapers and MPUs - designed by AND’s in-house team that were targeted at the site’s 35+readers in the news channels. These creatives, together with 2 email burts to our database of 35-44 year olds linked to a microsite which communicated the key benefits of Chevrolet Captiva as a SUV to Daily Mails users/readers. Results
AND’s Ad Solutions team, with the help of independent research specialists measured the branding effectiveness of the on/offline activity.
The campaign successfully reached the target audience of 35+ year olds
Robust sample sizes – 3,500 respondents
Average age group 50
Chevrolet Captiva wanted to raise awareness of the new Chevrolet Captiva SUV model amongst their target audience of UK adults aged 35 years or more, as well as encourage footfall and test-drives at Chevrolet dealers. For more information please telephone 020 7752 7400
Change SUV brand perception
Increase ‘call to action’
… .. and shifted key branding metrics
Spontaneous brand awareness increased by 150%
Spontaneous SUV awareness increased by 550%
Behaviour intent increased by 213%
Summary The Daily Mail and the Dailymail.co.uk successfully shifted key branding metrics and supported overall brand marketing efforts. A 5x2 colour ad in the Daily Mail also drove newspaper readers to the site to find out more. “ The Chevrolet campaign not only successfully targeted the ideal demographic but also supported overall brand marketing efforts. “ The Mail brands were a perfect partnership for Chevrolet. The campaign successfully demonstrated cross media advertising effectiveness, with a 550% increase in SUV brand awareness.