CASE STUDY: Raising awareness for Ford Kuga Smarter Choice
Provided by Adnostic
Adnostc helps Ford Kuga distinguish itself in the competitive motoring sector with the help of Dennis cross platform inventories
What was the Challenge / Background of the Campaign?
Ford Kuga wanted a way to raise awareness and consideration of the new model within a cluttered segment. The target audience were people like 'James' - status craving, a self proclaimed leader, sport and tech mad, family man, shows success in purchases and time poor.
What was the Campaign Objective?
Ford Kuga had no creative assets at all, along with no confirmed access to a car. The goal was to communicate with 'James' by engaging him in high quality, varying and relevant content. Dennis brands spanning across motoring, fitness and current affairs environments placed us perfectly to deliver varying content to hit all touch points where the Kuga 'James' audience would be found.
What was the Solution?
The entire communication partnership was designed to improve favourable opinion by attracting new buyers to the model. The Kuga hub evolved and redesigned the layout of content based on any screen size it was being viewed from. All content evolved around 'The Smarter Choice' in keeping with James' natural interests - motoring, technology, active lifestyle etc. Content was delivered across print, iPad, online, mobile, social media and newsletters... every touch point we have across the brands that we could access James at.
What were the Results?
Our award winning Film, Design and Production teams created every single asset for the campaign. 57 pieces of content were created for the campaign including 19 features, 7 tech videos and 3 lifestyle videos and The Hub rendered for 6 brands, tablet and mobile. The campaign more than exceeded the KPI of 80,000 unique visitors, reaching over 200,000 unique visitors and over 650,000 page views. Total reach across all platforms and brands was over 7.5 million.
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