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CASE STUDY: Captiva Launch Cross Media

Provided by Daily Mail (Associated Newspapers)
Case study for a new launch for Chevrolet: The Captiva

What was the Challenge / Background of the Campaign?

Chevrolet's first launch into the UK market for the new Captiva SUV. For this launch campaign the client wished to highlight features of the Captiva for a potential purchase audience, as well as encourage footfall and test-drives at Chevrolet dealers - by engaging a large, targeted audience through an innovative platform, achieving substantial standout. Chevrolet wanted to provide a hub of information on the new Captiva. This was achieved through weekend advertorials, Daily Mail teasers, co-branded online display ads and emails to Mail Online registered users.

What was the Campaign Objective?

To raise awareness of the new Captiva SUV.

What was the Solution?

A first for MailOnline - a microsite contained in a single page, which expanded and contracted as users explored it. Everything was designed to encourage interaction with the brand and the car and ultimately test drives. Publishing a voucher both on and offline gave our readers and users every opportunity to test drive. Publishing a voucher both on and offline gave our readers and users every opportunity to test drive the new Captiva while receiving a free iPod for doing so.

What were the Results?

In one month, 10,700 (unique) people visited dailymail.co.uk/captiva - with half of all visits to the site resulting in data capture - 5,205 entries to the getaways competition. 34% of our visitors actually came directly from the press activity (plus those who responded directly to Chevrolet). With the test drive voucher being downloaded 533 times.

What were the Key Learnings of this Campaign?

The dramatic shifts in key brand metrics further emphasized a hugely successful cross media campaign: Brand awareness up 150%, Purchase intent up 213%, SUV awareness up 550% (Independent research conducted by Survey.com)

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsSales in excess of 2.4 million and 6 million readers.
35 - 44Male
AB
LOCAL MEDIA / NATIONAL
ONLINE
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESS
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