SUBARU SAJANUARY 2015

Adventure Campaign Report

SUBARU SAJANUARY 2015

What is Adventure?The thrill of exploring something new.Being prepared for any challenge.A yearning for more from life.That feeling of being on your way.The confidence to be yourself.

Adventure is Confidence in Motion

SUBARU SAJANUARY 2015

Goals?BRAND AWARENESS:• Subaru = Adventure• The best adventure, is yours• Highlight lifestyle/emotion• New target market must be reached…

RETAIL:• R100,000 Adventure Competition• Increased interest, engagement, test drives

& salesPRIMARY:LSM: 9+35 – 55yrsWith Children60% Gauteng

SUBARU SAJANUARY 2015

Media Cycle

TV

Radio

Print/ PressDigital

POS

HIGH REACH - POSITIONS BRAND

Educate on brand & campaign. DEALER NETWORK & MEDIA FLEET.

RESEARCH & CONVERT TO LEADS.

REPITITION/FREQUENCYFocus on call-to-action.

CLOSING THE LOOP

CONSISTENCYl

FAMILIARITYl

LIKING

SUBARU SAJANUARY 2015

Media Schedule09/02 16/02 23/02 02/03 09/03 16/03 23/03

MNET X X X X

DSTV (SS 1-4, Disc, NatG, BBCL)

X X X X X X

RADIO(Highveld)

X X X X X X

DIGITAL(Google & Social M)

X X X X X X X

SUBARU SAJANUARY 2015

ROI – DigitalCompared with same period prior to campaign:

• Total sessions: +35.75% (38,000+)

• Unique users: +34.77% (26,000+)

• Page views: +16.46% (162,000+)

• 63% new users (new audience influenced)

• Book a test drive: +83.75% (147)

• Download Brochure: +5.58% (435)

* 42% of conversions from Direct Traffic or PPC.

+ INTEREST + ENGAGEMENT + TEST DRIVES

Any Negatives?- Bounce rate

increased- Pages per session

decreased

SUBARU SAJANUARY 2015

ROI – At Dealer LevelDealer Vouchers

Sales from vouchers

Online Entries Comments

Bryanston 28 11 9

Not a lot of specific enquiries from campaign. Sales staff mention campaign when a test drive comes in through normal channels. 3 used cars on campaign.

Centurion 35 9 9

Some increase in activitiy but not directly related to campaign. Have had success on used cars but customers only informed of competition after contact was made.

JHB 31 23 15Definite increase in online activity that seems to be translating into dealership traffi c and sales. 9 used cars.

Cape Town 41 17 9 Campaign has had more success on used cars with 12 sales.

SSW 17 14 10

Campaign working very well with high conversion rate. Customers are eager to win R100,000. They included in all local advertising - print & radio. 9 used cars.

Durban 12 8 5Inceased interest with advertising on local radio. All sales on new vehicles.

PMB 44 18 14Very good response, most interest from customers who would have come in in any case. Direct marketing also assisted.

ROI – At Dealer Level

• 50.2% of test drives were Subaru firsts (NEW TARGET MARKET INFLUENCED)WHERE DID YOU HEAR ABOUT THE COMPETITION?• 9.0% TV & Radio• 7.1% Referral• 7.1% Internet• 73.1% Dealership• 4.1% Other• 26.9% directly from campaign = 30 (26 new).

Nelspruit 12 2 5No increase in test drives from campaign. They are using it in their own marketing and mall displays.

PE 9 5 2 Increased interest - all new cars.

East London 5 0 0Campaign a total flop. No-one interested to complete vouchers and nobody knew about the campaign…

Botswana 8 2 2 1 demo, 1 used. Mall display that should increase interest.TOTAL 242 109 80

*The sales numbers include NEW/USED cars and all of them weren't specifically generated via the campaignbut did go through the competition process.

75/167 new cars sold was through campaign = 45% of total.242 vouchers completed with 109 sales = 45% closing ratio.

ROI SUMMARYWhat did the campaign achieve?

- 348,000 reached via TV with frequency of 2.5

- 350,000 reached via Radio with frequency of 7.5

- 1,300 unique entries via Radio competition

- 7,000 extra unique(new) visitors to our website

- 67 extra test drive requests via website

- 100+ first time Subaru test drives overall

- Approximately 30 (26 new) cars sold from campaign

BRAND AWARENESS

BRAND AWARENESS

+ INTEREST

ENGAGEMENT with new market

ENGAGEMENT with new market

+ SALES

Conclusion• Campaign worked on both new and used cars (68%/32%).• Feedback from dealers are critical.• Campaign education within dealer network needs to happen

PRIOR to roll-out in media.• Dealers who made use of the campaign in their own

advertising were more successful.• Multi-channel approach works well to influence actions.• Digital is where we convert leads into action.• TV is for brand awareness and radio is for call-to-action.• Database of vouchers will be used for future direct

marketing campaign from SSA.