For Mercedes-Benz's C-Class campaign, MEC saw the opportunity to bring the brand to Newsloop, creating a news category for the luxury car brand.
Challenge:
In Singapore,
car buying behaviors are rather standard. Interested car buyers flock to a
handful of websites, they browse the Saturday press, and visit the showrooms
over the weekend. As a result, advertising choices by the automobile category
has become cluttered in these mediums, with little differentiation amongst car
brands.
Following the
success of the current Mercedes-Benz C-Class, the launch of the new model has
been highly anticipated, with consumers already researching the internet weeks
before the car was launched, as evidenced by search volumes.
The challenge
was to engage existing and new customers and position the new C-Class as the
best-in-category car by leveraging its all-encompassing technological features
in a saturated and highly competitive scene. This had to be done in an entirely
new and different way to stand out from the competition.
Aside from
delivering the necessary reach and awareness for the launch, the campaign goal
was to capitalize on consumers’ interest, driving them to test drive and
purchase.
Strategy:
From a Google
auto 2013 study, we know that Singaporean car buyers browse and consume
multiple car reviews on the latest car models before they decide to go for a
test drive. And reading such reviews is the number one activity carried out on
both the tablet and mobile devices (see graph below), among all car-related
research activities.
Outside of
car-related activities, our target audience’s – the successful young professionals
and managers – digital behavior mainly involves consuming news content, across
multiple screens (desktop, tablet, mobile),
Therein lies our
opportunity to centralize all the car reviews in an environment where our
target audience are already at, and create a seamless experience for the user to
seriously consider a test drive in the new C-Class.
With that, we
developed a unique content strategy – a first for any car brand. We created a
news category for Mercedes Benz within the news aggregating app NewsLoop that
would house multiple car reviews at one glance, and across multiple screens!
The idea: The New C-Class Hub in NewsLoop
Execution:
The New C-Class Hub is the first ever
sponsored category in NewsLoop.
Integrating original and curated content
The category was created entirely to house
car reviews of the new C-Class, across NewsLoop’s multiple platform interface. NewsLoop’s combination of expert opinion
leaders and curated reviews provided a never-been-done compelling environment
to showcase our content.
By combining “created content” in the form
of five articles interspersed within “curated content” i.e. 3rd party car
reviews, the user was educated on the key functions of the new C-Class - Agility, Safety, Styling and Comfort.
Other Traffic Drivers
Using rich media mobile banners, the New
C-Class branding went beyond the sponsored category section.
Running within the
New C-Class Hub and across all news categories, the banners expanded upon a
touch to a specially created mini-mobile site. Technical specs, a gallery and
sleek educational videos was placed in this mini-mobile site to entice readers
to register for a test drive of the new C-Class functions for themselves.
Results:
The content in the C-Class hub content was
very well-received, garnering the following results:
- 26, 288
page views garnered
Average spent time of 3.8mins within
this category (compared to an average of 2.4 mins within a typical category)
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