advertising Case Study

Re-positioning to Attract the Evolving Transportation Consumer

The Client's Situation

As consumers change the way they use transportation, our client, a major U.S. automotive manufacturer, is reinventing themselves for the future.

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The Campaign

Seeking a fresh perspective, the client came to Phoenix to understand their current brand position and ways to improve lift.

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Approach + Solution

In addition to testing whether consumers understood the new brand position, we needed to evaluate the creative, as well as the impact of all four media channels individually and in combination.

We used digital tagging and a Propensity Opportunity-to-See model (OTS) which allowed us to infer radio and social media exposure (which cannot be tagged) without unduly fatiguing respondents. We also compared the advertising’s performance using our proprietary ad norms database for competitive Super Bowl ads.

Results

We successfully identified key ways to improve lift through media choice and increase creative performance

The research showed that the advertising campaign met the client’s objectives. However, we also identified ways to improve lift through media choice: television alone was less effective than when paired with digital, and radio did not contribute to any positive impact. From the creative standpoint, the ads performed below norms for Super Bowl advertising. As a result, our client revised both media and creative strategy for a successful brand re-positioning roll-out.

Our retention rates and lengths of engagement reflect our unwavering focus on surprising and delighting each and every customer, each and every time.
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