Malaysian Media Awards Winners Showcase

2018 | |

Mapping Audio Exposure Against The Customer Destination

Advertiser: Perusahaan Otomobil Kedua Sendirian Berhad
Brand: Perodua
Creative Agency: -
Credits: -

The Challenges
Having seen a downturn in 2016, the beginning of 2017 continued to be a difficult period for automotive manufacturers due to factors such as rising cost of living, floods, and economic uncertainties. We needed to find a solution that could lift the stagnant monthly sales numbers for Perodua.

Insight, Strategy and the Idea
Consumer research showed that intent to purchase was highest when a consumer has visited an automotive showroom. This meant that we had to target consumers soon after they have visited a Perodua or competitor showroom in order to increase our likelihood of converting them. We negotiated with Blis, who’s programmatic platform was integrated into the Google Maps system, to specifically identify and pin locations of all automotive showrooms. Leveraging on Blis’ large pool of audience tracked via multiple networks, we were able to record not only GPS information of customers who have visited a showroom, but also the time of day and week when footfall was highest.

Media Execution
The top radio stations in each language were selected based on their listenership against our target audience, utilizing a variety of formats that included spot buys, feature branding, infozone, anchor bloc and live mentions. What differentiated this radio plan from others was the way in which the exposure was timed. Using data collated from Blis, we focused on those times when potential car buyers were more likely on to be on the road visiting showrooms. This enabled us to create better recency of exposure and top of mind amongst consumers with high purchase intent.

Results and Effectiveness
This first of its kind execution contributed to a 25% uplift in monthly sales numbers. Showroom footfall increased by over 15,000 every month. By the end of a difficult year, targets were exceeded by 15% and Perodua maintained its number one position for the most vehicles sold in 2017!