Challenge

A leading automotive brand wanted to make noise in a cluttered market, targeting active, adventurous Aussies whilst raising awareness and consideration to purchase of a newly released utility vehicle.

Solution

The main objective of the campaign was the ability to engage active Australians - the VMO Active network was the perfect fit.

The brand ran their existing TVC on VMO Active TV to extend the reach to these key audiences who were also less likely to watch FTA TV, whilst supporting VMO REACH screens further bolstered the impact of the creative, dominating the health club environment.

VMO ran independent research to prove increased awareness consideration to purchase.

Results

VMO Active delivered an increase across all brand metrics:

• +1% increase in spontaneous brand awareness*

• +7% increase in prompted brand awareness*

• +4% increase in brand consideration*

• +2% increase in future purchase intent*

• 86% message recall*

• +13% increase in positive brand perception: “Is a car that I would be proud to own”

Source:
*D2D Research Pre-Wave: Control (n=200) Test (n=200); Post-wave: Control (n=200) Test (n=200)