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An online video campaign increases awareness and purchase intent for Toyota’s hybrid cars.
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nugg.ad - Toyota
1.
To increase brand
awareness for the newly launched, extended hybrid car range of Toyota, Zenith Optimedia ran two targeted video campaigns within the premium network of TF1 Publicité. The first campaign addressed users with high income planning to buy a car. The second one targeted high income LOHAS*. The two targeted campaigns, compared to a non-targeted flight, were an overall success: +39% more awareness among car buyers and +48% more purchase intent among LOHAS. THE CAMPAIGN Based on Zenith Optimedia’s recom- mendation, a video campaign for two different audiences was run at the same time – both chosen from the 80 nugg.ad targeting segments. One part of the video-only campaign was delivered to LOHAS, aged 25-64 with high incomes and the other one to car buyers, aged 25-64 with high incomes. Pre-roll, mid-roll and post-roll spots were displayed for 4 weeks, totalling more than 2 mio. ad impressions. MEASUREMENT To measure the brand impact and to evaluate the effectiveness of nugg.ad’s targeting,nugg.adBrandEngagement Measurement was deployed among two different kinds of users - those with targeted campaign contact and those without targeted campaign contact. The non-targeted flight was run as a RON campaign within the TF1 network. Toyota’s hybrids on the road to success with TF1, Zenith & nugg.ad Video campaign increases awareness & purchase intent for Toyota’s hybrid cars © 2014 by nugg.ad AG | predictive behavioral targeting Rotherstrasse 16 | 10245 Berlin nugg.ad is a company of Deutsche Post DHL RESULT The evaluation showed, that nugg.ad targeting was the ideal basis to significantly improve awareness, affinity and purchase intent in both target groups: Among affluent car buyers, awareness was increased by +39% and affinity by +33%, compared to the flight without targeting. Among LOHAS with high incomes, purchase intention was raised by +48% and affinity by +38% in comparison to the non-targeted flight. * Users who belong to the target group typology “Lifestyle of Health and Sustainability” BRAND AWARENESS BRAND AFFINITY PURCHASE INTENTION WITHOUT TARGETING CAR BUYERS LOHAS 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 33% 46% 42% 21% 28% 29% 21% 27% 31%
2.
© 2014 by
nugg.ad AG | predictive behavioral targeting Rotherstrasse 16 | 10245 Berlin Contact: +49 30 29 38 1999-0 | consulting@nugg.ad More compelling case studies at www.nugg.ad CONCLUSION Addressing two relevant target groups based on TF1 premium video inven- tory was thereby the ideal setup to substantially optimise all branding KPIs. In addition, the Brand Engage- ment measurement was an easy way for Zenith and Toyota to measure the real brand impact & targeting effect among the audience and to gain further insights about both target groups. nugg.ad is a company of Deutsche Post DHL WITH nugg.ad TARGETING +39% +27% +33% +38% +28% +48% CONTROL GROUP WITHOUT TARGETING X X nugg.ad Predictive Behavioral Targeting nugg.ad Brand Engagement Measurement X X Premium video formats (pre-roll, mid-roll, post-roll) 4 weeks, 2 mio. AIs in the TF1 premium network X X Increase brand awareness in two target groups BRAND AWARENESS TARGET GROUP A) CAR BUYERS high income, aged 25-64 TARGET GROUP B) LOHAS high income, aged 25-64 BRAND AWARENESS nugg.ad PRODUCTS BRAND AFFINITY BRAND AFFINITY CAMPAIGN PURCHASE INTENTION PURCHASE INTENTION CAMPAIGN GOAL
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