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800–457–6791 http://advertising.yahoo.com/digitaladventures 2010
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The ChallengeGM’s brand heritage spans over
a hundred years and offers cars
that suit every budget and lifestyle.
But in today’s crowded automobile
market, the American car maker
needed a fresh, memorable way
to engage a broader audience of
car buyers. The Chevrolet brand specifically wanted to
drive awareness and purchase intent of the Malibu,
Traverse and Equinox models as well as strengthen
consumers’ association of its vehicles with fuel economy,
style and quality.
GM needed a unique, attention-grabbing canvas to
show—not just tell—consumers the story of its cars. With
standard methods of online marketing, it was competing
for space and mindshare on a crowded page so it wanted
to create something innovative and exclusive.
The Solution
Digital adVentures
GM was the first advertiser to collaborate with Yahoo!’s
Digital AdVentures program to push the creative
boundaries of display advertising. Yahoo! Digital AdVentures
invites strategic partners to collaborate with Yahoo!
to develop, pilot and measure innovative advertising
solutions that solve key marketing challenges. To create
a bold brand experience, GM chose a Yahoo! Digital
AdVentures pilot that put the creative front and center.
spotlighting Bold Creative
Yahoo! was able to deliver the car maker an exclusive,
blank canvas on a page visited by 26 million Americans
each day. The Yahoo! Login Page is a user’s gateway to
content such as Yahoo! Mail and My Yahoo!. Featuring
only the login form, the page is uncluttered by competing
content or brand messages. GM partnered with Yahoo! to
feature the Malibu, Traverse and Equinox in a first-ever
takeover of the Login Page.
The ad unit nearly fills up the entire web browser. With the
online space to truly spotlight its top models, the car maker
captured the user’s attention with beautifully detailed
creative of each model’s interior and exterior features.
If you want to stand out in a cluttered auto market, you need more than just quality cars—you have to showcase them in bold new ways. So GM collaborated with Yahoo!’s Digital AdVentures program to pilot a next-generation ad format: a new, beautiful digital canvas that took over the entire Yahoo! Login Page and over a three day period, made GM’s brand the sole focus of 26 million American visitors each day.
Driving awareness and Purchase intent with Bigger, Bolder CreativeAs Yahoo!’s first partner in the Digital AdVentures program, GM pilots a new online canvas seen by 1 in 7 Americans
continued
Yahoo! Digital AdVentures partners with marketers to develop, pilot and measure innovative ad solutions. GM was the first to collaborate with Digital AdVentures to push creative boundaries.
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continued | page 2
800–457–6791 http://advertising.yahoo.com/digitaladventures 2010
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Yahoo!’s Digital AdVentures expert resources reviewed
all of GM’s creative—large, bold photographs of the
Malibu, Traverse and Equinox—prior to the launch to
maximize impact. The Yahoo! Login Page was redefined
as a branding tool that is art first, ad second.
Fueling interactive engagement
Yahoo!’s new ad experience was not only stunning, it
was also interactive. The Login Page takeover included
a button that could send a user to a landing page or
flash experience with a video or a navigable 360-degree
demo—without ever leaving the page.
Delivering Broad exposure
The Login Page afforded GM 100% share of voice and
unique-to-Yahoo! reach. As the exclusive Login Page
sponsor, GM was able to focus users on its brand without
being interrupted by any other advertising messages.
With about 26 million Americans visiting the page daily,
the campaign presented the brand with the opportunity
to reach all of its key demographics.
The Results
reach and awareness
Yahoo!’s first Digital AdVentures campaign targeted an
engaged audience at tremendous scale, reaching over 41
million unique individuals over the three-day campaign.
That means nearly 1 in 7 people in the US saw the GM ads.
The campaign generated significant incremental brand
awareness with 11.4% more people recalling the Chevrolet
Equinox brand after they were exposed to the Equinox
ad on the Login Page. The same was true for the Traverse
with an incremental increase of 8.9% and the Malibu with
5.9%. Consumers also thought more positively about
Chevrolet. Those exposed to the ad execution were 60%
more likely to associate Chevrolet with its three core
brand values: fuel economy, style, and quality.
engagement and leads
The Login Page takeover not only increased awareness,
but it also drove engagement. The campaign drove
100,000 incremental visits to the Chevrolet site.
That engagement carried over to Yahoo! Search, where
search activity for relevant brand terms soared
immediately after the ads premiered. During the
campaign, 4.3 times more users searched on relevant
terms. Searches for the Malibu on Yahoo! reached the
highest volume of the year, and for the first time exceeded
that of competitor Ford Fusion. Searches for both
Traverse and Equinox reached their highest level since
Chevrolet launched specific TV and print campaigns for
each model.
The campaign also delivered purchase intent and leads,
with requests for price quotes on Yahoo! Autos increasing
by 22%.
About General Motors: General Motors is one of the world’s largest automakers. Its portfolio of brands include: Buick, Cadillac, Chevrolet, FAW, GMC, Daewoo, Holden, Jiefang, Opel, Vauxhall and Wuling.
Requests for Chevrolet price quotes
on Yahoo! Autos increased by 22%