PowerSession: Online Video Industry Forum- Mark Heber


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PowerSession: Online Video Industry Forum- Mark Heber

  1. 1. Ram Challenge: Never Back Down PANELIST: Mark Heber , Senior Manager, Dodge Advertising, Chrysler LLC
  2. 2. An Ever-changing Marketing Landscape <ul><li>Never has there been more choice for consumers in how they research a purchase </li></ul>
  3. 3. Keeping Pace <ul><li>Automobile industry has traditionally focused on expensive mass media </li></ul><ul><li>Digital / Online technology is exploding </li></ul><ul><li>Readily-available Internet access and a time-starved consumer means more resource focus online </li></ul><ul><li>80% of new car shoppers go on-line </li></ul><ul><li>  </li></ul>
  4. 4. The Power Of Digital <ul><li>Mass media to build top-of-mind awareness is a big waste of marketing dollars </li></ul><ul><li>We are moving to the focused power of opt-in </li></ul><ul><li>Online , consumers now pick and choose what advertising they’re exposed to </li></ul><ul><li>We need to be where they’re at on their terms </li></ul>
  5. 5. The Challenge <ul><li>Launch a “game-changing” all-new Ram pickup into the most challenging automotive market in history </li></ul><ul><li>Needed to break the paradigm of traditional truck advertising </li></ul><ul><li>Something wildly exciting and unique, but delivering on core segment purchase drivers and unique product attributes </li></ul>
  6. 6. Unique Targeting <ul><li>Identified five Macro-segment targets </li></ul><ul><li>The campaign needed to speak to all of them from Traditional Truckers to Casual Truckers </li></ul><ul><li>Needed to demonstrate real world Ram applications to overcome even the most skeptical truck buyers </li></ul>- Traditional Truckers 23% (Ram – 21%) Hard-working, pickup lovers who use trucks hard AND look good New Fabric Families 24% (Ram – 25%) Want everything in a truck to satisfy active lifestyles and do it with style Rec Riders 18% (Ram – 19%) Hauling and towing playtime gear wherever serious action takes them Pickups . .. It’s what we drive around here Casual Truckers 25% (Ram – 26%) Function before form… These guys put the truck to the test everyday Work First 10% (Ram –9%)
  7. 7. “ Ingenuity Under Pressure” <ul><li>Wanted to prove how our truck was tougher and smarter and “real world” </li></ul><ul><li>Our “real world” inspiration was an emerging popular reality show trend of tough guys under pressure using brains and brawn </li></ul>
  8. 8. The Big Idea <ul><li>The result was a hard-core Dodge Ram Truck reality show </li></ul><ul><li>Dodge partnered with director Tony Scott to create a huge promotional stunt… Ram Challenge </li></ul><ul><ul><li>A reality show wrapped like a Hollywood action film </li></ul></ul><ul><li>Four teams of everyday heroes in live competition on a brutal obstacle course </li></ul><ul><li>The Big Idea?…the show would be online at Ramchallenge.com </li></ul>
  9. 9. Immersive Ramchallenge.com Experience <ul><li>A full-screen TV-like Online experience </li></ul><ul><li>Literally a 360° environment </li></ul><ul><li>6-minute Webisodes uploaded each week </li></ul><ul><li>Expansive elements on the site that move consumers through the shopping process </li></ul><ul><li>Ultimately drove them to Dodge.com </li></ul>
  10. 10. All Roads Led to RamChallenge.com 20 Miles of Ram Challenge Footage fueled our Offline and Online Mediums Intercepted Truck shoppers through Yahoo Engaged and Entertained Truck shoppers on Ramchallenge.com with Webisodes and other relevant content to hold attention Turned Awareness into Consideration /Shopping / Opt-in and ultimately purchase Multiple :60 and :30 TV Spots Drove Traffic to Ramchallenge.com Seeded the Social Media Network with footage and TV spots
  11. 11. Why Online? <ul><li>Putting Ram Challenge online allowed Dodge to: </li></ul><ul><ul><li>Extend the reach </li></ul></ul><ul><ul><li>Target our Customers more efficiently </li></ul></ul><ul><ul><li>Drive them to Dodge.com </li></ul></ul><ul><li>Approach required an online partner to match our offline TV reach, guarantee an audience, and enhance our creative </li></ul>
  12. 12. The Ideal Partner…Yahoo! <ul><li>Dodge strategically partnered with Yahoo to host Ramchallenge.com </li></ul><ul><li>Pushed the online creative envelope to create a full-screen “TV-like” experience </li></ul><ul><li>Efficient audience reach through both upper and lower funnel media placements </li></ul><ul><li>84% of Truck Buyers are on Yahoo! </li></ul>
  13. 13. Yahoo! Strategy <ul><li>Build an ecosystem utilizing the unique assets and superior targeting to drive traffic to Ramchallenge.com </li></ul>1.2 Billion Total Impressions Delivered 192 Thousand Clicks to RamChallenge.com 831 Thousand Clicks to Dodge.com FRONT PAGE AD NETWORK BT DODGE.COM
  14. 14. Ram Challenge Election Day Takeover Votes on Blue : 118,031 Votes on Red: 88,693 <ul><li>Redirects: 220,167 clicks </li></ul><ul><li>Interactions: 462,098 clicks </li></ul>Video: 30,994 streams Total Interactions: 713,259 Total Redirects: 220,167 Total Votes: 206,724 Interactions: 462,098 <ul><li>Biggest single day traffic driver tactic funneled consumers to Dodge.com and Ramchallenge.com </li></ul>
  15. 15. Social Media <ul><li>Content fueled Social Media efforts and provided additional traffic </li></ul><ul><li>Magnified the viral spread of the content </li></ul>11,008,546 million Total Impressions Delivered 410,000 additional views of Ram Challenge content Social Media Outreach Motive Quest Offline – Word of Mouth Social Media Monitoring & Intelligence Distribution Points Content <ul><li>Product Videos </li></ul><ul><li>Messaging </li></ul><ul><li>Challenge Videos </li></ul>
  16. 16. With Risk Comes Rewards <ul><li>The element with the most risk brought the greatest reward </li></ul><ul><li>With rich HD Video and Online assets and support from traditional advertising the Ram launch and the campaign have been a homerun </li></ul>
  17. 17. Ram Challenge Made A Big Impression <ul><li>Ram Challenge TV out performed the F-150 campaign in memorability , as well as brand and message communication * </li></ul><ul><ul><li>…“ Strong integration between television and internet campaigns helped drive strong brand communication scores…” </li></ul></ul><ul><li>Significant improvement at all levels of the funnel including a 30% improvement in consumer opinion and a 39% improvement in consideration** </li></ul>*Nielsen / IAG ** Factor TG
  18. 18. Ram Challenge Drove Strong Search Activity <ul><li>Google Online Search Trends data showed a surge in search activity during the Ram Challenge campaign </li></ul><ul><li>Since the campaign, Ram search activity continues to outpace all full-size pickup trucks </li></ul>Industry
  19. 19. Our Online Campaign Was A Huge Hit! <ul><li>Online Yahoo! impressions were over 4.4 billion, surpassing the target by nearly 1 billion </li></ul><ul><li>Online visits were over 3.6 million*, exceeding the goal by nearly 1 million </li></ul><ul><li>Viewers spent up to 17 minutes on Ramchallenge.com </li></ul><ul><li>Average video completion rate was 90% </li></ul><ul><li>410,000+ additional views of Ram Challenge content through Social Media </li></ul>* Combined Ramchallenge and dodge.com
  20. 20. The Bottom Line <ul><li>Ram share in the market has improved to 20%, the highest sales penetration Dodge has experienced in over five years </li></ul><ul><li>Ram Challenge and our online approach has set a benchmark for future launches </li></ul>
  21. 21. Run Ramchallenge Video Thank you