The Challenge

Big-ticket items bought offline, like cars, need to engage relevant online users and drive them to the site where they can immerse themselves in the full brand experience. Crimtan reaches your target market and delivers creative on quality inventory that reflects your brand values.

For this luxury off-road vehicle, branding was the focus with ‘download a brochure’ from the site a secondary success metric.

Crimtan Strategies

  • Client selected upmarket demographic and Crimtan’s ‘Car Buyer – New’ segment to target
  • Architect™, showed ‘Business Decision Maker’, ‘Family and Baby’ and ‘Home Finance’ would also perform well
  • Creative was an expandable MPU running a video built in HTML5 to ensure it worked on mobile devices
  • Crimtan’s extensive whitelist of brand safe sites was used to target performing contextual categories and specific URLs identified by Architect
  • Our DMP refined targeting and created a custom lookalike audience segment from converting user profiles and scaled delivery

Campaign Results

The Takeaway

Big brands that rely on TV to get their branding message across can reach new audiences and deliver an effective branding experience online. This can combine with a response mechanism that identifies likely new customers – especially if the right audience is targeted while relaxing at home. This takes careful planning, specialist creative and a DMP to identify and develop the ideal audience for targeting.

“Many brochure downloads came from smartphones at around 8 am and from tablet devices used at home in the evening, so delivery was managed to reflect the most likely device usage at different times of day.”

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