USING NONTRADITIONAL CHANNELS TO TARGET YOUNGER CAR BUYERS
Automotive brands are finding it increasingly difficult to compete in today’s crowded SUV market. To stand out, the Renault Group unveiled a fresh, sporty look for its Arkana SUV as well as enhanced levels of comfort, advanced technologies, and a green hybrid option.
The French automobile manufacturer charged its agency, OMD, with driving brand awareness for the Arkana and positioning it as a modern, fashionable option among younger, more environmentally aware car buyers in Spain.
OMD recommended a multichannel campaign and identified nontraditional channels such as audio, Connected TV (CTV), and digital out-of-home (DOOH) as ideal ways to reach the target audience for Arkana.
ADAPTING THE CHANNEL MIX TO REFLECT DIFFERENT AUDIENCE BEHAVIOURS
OMD used The Trade Desk to programmatically buy and deliver ads across multiple channels for maximum effectiveness and cost-efficiency. The platform also allowed the agency to use different formats, such as high-impact homepage takeovers, to enhance video and display ads. This helped increase brand recognition and reinforce the messaging.
The campaign comprised two stages. The first stage took place during summer 2021, with DOOH ads used heavily when audiences were active and outside during the day, followed by CTV and display homepage takeovers later in the day, when people reconnected with their home devices.
For the second stage, in October and November, OMD altered the channel mix to adapt to changing behaviours, such as including more CTV ads, as audiences typically spent more time at home during cooler months.
INCREASING BRAND AWARENESS WITH HIGH-IMPACT ADS THAT REACH THE RIGHT AUDIENCE
With its programmatic and multichannel strategy, the campaign reached 30 per cent of Spain’s population. Attention-grabbing video assets comprised 80 per cent of the total media buying spend. The nontraditional channels proved to be highly effective – with CTV, for example, providing 2 per cent incremental reach beyond traditional linear TV.
Koa™, The Trade Desk’s artificial intelligence, helped optimise ad delivery across channels, producing exceptional metrics. These included a 0.16 per cent click-through rate (CTR) – well above the standard benchmark in Spain – and a 91 per cent video completion rate.
The ads reached the right audience, the majority of which were high-impact videos that most people watched to the end. With homepage takeovers that further enhanced the ads’ messaging, OMD achieved its goal of increasing awareness of Renault’s Arkana brand, particularly among its target audience of younger SUV buyers.