Automotive retail
How do you tell customers you're open again, and make it stick?
By pairing addressable television with paid social, Route ensured the same households saw the message multiple times.
In July 2020, Vines of Guildford, Gatwick and Redhill needed customers to know, fast, that its BMW and MINI showrooms were open, Covid-secure and offering socially distanced test drives.
We planned a multi-channel campaign pairing addressable television with paid social, to increase touchpoints and frequency so the message stuck. Sky AdSmart targeted the television by local authority area and financial strategy group, a different group per brand, across nine local authority areas spanning Surrey and Sussex. Facebook used postcode-defined catchments per showroom.
The campaign ran from 15 July to 14 August 2020. BMW's television activity delivered ahead of plan, reaching an average of eight impressions per Sky household over the four weeks. Facebook ran alongside it, reaching people interested in a new BMW and driving test-drive sign-ups, with a video element watched to completion by a meaningful share of viewers.
For Vines, a daunting task became a straightforward, successful campaign that brought its message to life for the customers who mattered most.
We found working with Route so easy. It was crucial for the business that customers knew we were open and Covid-secure. The expert team took what felt like a daunting task and turned it into a successful campaign bringing to life our vision in front of the eyes of our target customers. Throughout the whole process, their insights were invaluable, and we felt guided, listened to and supported.
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