Drugi jezik na kojem je dostupan ovaj članak: Bosnian
AutoZubak launched the Neostar.hr web site for e-sales and service of all brands of used vehicles with a host of benefits that, among other things, had to be promoted through TV ads. As investments in TV advertising are considerable, Bruketa & Žinić OM wanted to use the same solutions for testing audience reactions on TV as the ones used in digital channels, to make the campaign more efficient.
Pre-testing of ads
That is why three different versions of TV ads for Neostar used vehicles were made, and two different TV ads for Neostar vehicle service. Since the goal is to grab the attention of the viewer, agency tested all five versions of TV ads for holding attention through sponsored Facebook videos and pre-roll YouTube ads.
“It is crucial to emphasize that these two platforms have different ways of keeping the attention. On YouTube, there is usually sound and the first five seconds that cannot be skipped, while on Facebook it is primarily a picture because the sound in the newsfeed is turned off. The analysis found that some versions retain the attention about 20 percent better, regardless of the channel and the manner of keeping engagement,” said Marko Matejčić, who worked as a digital strategist on this campaign.
Integration of TV and digital
Consumer behavior during purchases and car services is completely different than in the previous years. For example, it’s common that customers come to the car salon after months of research and ask very specific and challenging questions to the salespeople which, for example, they couldn’t find answers to via forums and online sites. It’s almost unbelievable that today somebody could enter the car salon without having previously explored the offer in detail on the website.
It is therefore extremely important how you create a call to action in a TV ad that directs users to a website. The agency went one step further, and at the end of the TV ad it didn’t just invite consumers to visit the website, but recorded the whole TV ad in the form of instructions for using the functionality of the new Neostar website: such as the 3D rotation of each car, clearly marked all the flaws on the car, even the smallest ones, such as scratches and the like.
Such an approach to the creative process, where the focus was placed on the value of visits to the website, resulted in more than one hundred thousand new organic and direct visitors, for the overall success of the campaign.
TV has a lower CPC and CPA than TV
It’s been more than a month since the campaign ended. Interestingly, the search volume for brand keywords and direct visits have remained at a much higher level than before the campaign.
Former Facebook and Google campaigns would result in the fact that search for brand keywords and direct visits would quickly return to a level similar to, or slightly above that before the campaign. On the other hand, wide reach of TV ad has permanently increased brand equity, and this is best reflected in the increased number of brand related searches and direct visits.
So, if we look at CPC and CPA during the campaign, we can conclude that digital is a convincingly more rational investment than a strong ATL campaign. However, if the period of attribution is shifted from one month to six months or a year, the cost of website visits and conversions via TV campaigns is incomparably lower than that generated through digital channels.
“All this means that a good balance of short-term and long-term effects and sales requires integrated marketing campaigns,” said Matejčić.
The 3 tested versions for the sale of used cars can be seen below:
(the version selected for TV)
The 2 tested versions for car service:
(the version selected for TV)
Campaign team:
AutoZubak / Dimitrije Trbović (Board President), Žaklina Trbović (Member of the Board in charge of marketing), Marija Pustički (Associate in marketing department)
Bruketa&Žinić OM / Davor Bruketa (Creative Director), Marko Matejčić and Iva Bolta (Digital strategic planners), Sanja Zanki (Account executive), Krešimir Lončar and Ivan Zebić (UX/UI designers), Nikola Slamić (Copywriter)