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COUNTRY: UK Sector: AUTOMOTIVEBehavioural targeting givesVauxhall a higher gearMicrosoft Advertising’s behavioural targeting technology ensured a highperformance launch for Vauxhall’s new Insignia, steering ads directly tothose actively engaged in researching auto purchases.Key factsClient:Vauxhallmedia agency:CaratTARGET AUDIENCE:Auto buyers, Auto Researcherskey channels:Windows Live Messenger,Windows Live HotmailThe Briefl Increase awareness of the new Vauxhall Insignial Increase key brand perceptionsl Drive purchase considerationThe CampaignThe behavioural targeting campaign built on thehighimpact launch of the Vauxhall Insignia aspart of MSN Cars’ British Motor Show coverage,using Windows Live Messenger and Windows LiveHotmail to target the Insignia launch ads at AutoBuyers and Auto Researchers. These are consumers,identified through Microsoft Advertising’sbehavioural targeting technology, who haverecently searched for auto dealerships or brandsonline, or who have moved closer to an autopurchase by visiting vehicle financing areas online.
The Behavioural Targeting campaignextended the impact of Vauxhall’ssponsorship of the British Motor Showon MSN Cars, including editorial videocoverage of the entire Vauxhall range anda spectacular Homepage Takeover.The ResultsDriving awarenessAmongst all exposed to the behaviourallytargeted ads:● Brand awareness up 10.9 percentage points● Online ad awareness up 12.6 percentage pointsBrand favourability when it mattersExposure to the behavioural targeting campaignincreased all key brand perceptions for theVauxhall Insignia, including:● Innovative up 10.6 percentage points● Technologically advanced up 10.1 percentagepoints● Would be proud to own up 6.3 percentagepoints Steering purchase decisions● Purchase intent up 7.9 percentage points“The results were very good.Targeting our marketing activityincreases its effectiveness andmeans we can deliver a sequenceof messages to our key consumersand boost ROI.”KATHERINE BRASHAW, Digital CommunicationsManager, General Motors UK and Ireland
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