Malaysian Media Awards Winners Showcase





2023 | |

Hijacking Last Mile Traffic

Advertiser: UMW Toyota Motor Sdn Bhd
Brand: Toyota Vios
Creative Agency: SEED INTEGRATED MALAYSIA
Credits: -

Objective & Challenge
Toyota Malaysia has recognized the importance of static and digital billboard advertising as a sales support tool for their dealers over the past 7 years. However, measuring the effectiveness of out-of-home (OOH) advertising has always been a challenge. While OOH is known for building brand presence, it is difficult to accurately assess its impact and attribute specific results, as OOH buys are typically part of a larger media plan. The reported “reach” for each site is often based on outdated data from the Road Transport Department (JPJ), relying on manual counts and estimation from site owners. This lack of precise measurement makes it challenging for Toyota Malaysia to fully understand the effects of OOH advertising. Considering these circumstances, we were entrusted with the task of re-evaluating Toyota’s DOOH approach and defining its role in the media mix. Our primary objective is to enhance the effectiveness of this growing advertising channel. Ultimately, our goal is to enhance the effectiveness of Toyota Malaysia’s DOOH advertising efforts, allowing them to optimize their media mix and achieve greater returns on investment.

Insight & Strategy
The introduction of programmatic buying in the out-of-home (OOH) channel has opened new possibilities for tracking, measuring, and utilizing rich data. Recognizing this opportunity, we identified the potential to activate and leverage data to drive significant business impact for the Toyota brand. Rather than using traditional OOH solely for awareness purposes, we propose an innovative approach: leveraging programmatic digital out-of-home (pDOOH) to target bottom-funnel results and increase purchase intent for the all-new VIOS launch. Our goal is to drive footfall to Toyota showrooms, as historical data demonstrates a close-to-100% test drive conversion rate and a subsequent sales conversion rate of 61.8% (1). By attracting quality intenders to Toyota showrooms through pDOOH campaigns, we can nearly guarantee test drives and, ultimately, sales. However, we faced the challenge of isolating the impact of D/OOH in our campaign since the channel is usually part of a larger launch plan. To address this challenge, we partnered with Hivestack, a leading provider of real-time footfall measurement technology. By applying this technique during our campaign, we were able to accurately assess the function and contribution of pDOOH. This approach allowed us to isolate and measure the traffic uplift generated by pDOOH, providing valuable insights into its effectiveness and return on investment.

Execution
To ensure the success of our campaign, meticulous planning and setting the right parameters are crucial. Here’s our approach: First, we focus on building a significant audience: Programmatic DOOH offers the advantage of leveraging data to precisely target specific segments. We utilize this capability to identify and build a valuable audience segment that maximizes the chances of campaign success. Since the VIOS is a mass model, our primary criteria are “Automotive Intenders,” while keeping the remaining demographics open. To further refine the audience and ensure serious B-segment intenders, we strategically geofence our screens around Honda showrooms within the Klang Valley. Research has shown that Honda City and Toyota VIOS are consistently the top two choices for buyers (2). By selecting screens near these areas, we enhance brand visibility and remind potential buyers to consider, and test drive the all-new VIOS. Our aim is to intercept and captivate those on their way to purchase a Honda City, redirecting their attention to the all-new VIOS. Once the audience segment and screen locations are determined, we run the campaign for six weeks, starting from mid-March, to support the launch campaign. Next, we focus on creating a lift study: Throughout the campaign, we meticulously measure device IDs observed at 32 Toyota dealerships in the Klang Valley region and at our pre-selected DOOH screens. These device IDs are categorized into control and exposed groups. By analyzing playlogs, we identify device IDs that passed by screens when the campaign was active (Exposed Group) and when it was inactive (Control Group). To ensure accurate footfall measurements at Toyota showrooms, we employ a polygon technique that distinguishes actual visitors from passers-by. By analyzing the captured data, we attribute the lift in foot traffic by comparing the visitation rates of the exposed group with the control group.

Effectiveness
At the conclusion of the campaign, we observed that the Control Group’s footfall traffic accounted for 37.24%, while the Exposed Group showed a significantly higher rate of 54.24% (3). This indicates a notable footfall uplift of 46%, resulting in an additional 3,463 visitors to the 32 Toyota dealerships who were influenced by our pDOOH campaign. The data clearly demonstrates that individuals exposed to our pDOOH advertising displays a greater inclination to visit Toyota showrooms, highlighting the medium’s ability to enhance overall purchase intent and effectively impact the customer’s buying journey. To further validate the efficacy of our approach, we cross referenced the footfall data with booking orders from the top 10 dealerships with the highest footfall during the campaign. The analysis revealed a strong correlation with the “new footfall traffic” contributing to a remarkable 64% increase in car bookings across all models, including a significant 34% contribution from the all new VIOS (4). From a business perspective, this translates to an impressive ROI of 29x among these 10 dealerships within a span of just six weeks. These results demonstrate the tangible impact that pDOOH can have on driving business outcomes. Beyond the immediate business impact, this campaign has provided valuable insights that can now be scaled to maximize the potential of hijacking every last mile of car buyers and improving purchase intent. It underscores the power of utilizing pDOOH in the right way to generate incremental and meaningful business results. Sources: 1. Client data – RBS 2022 2. Toyota EBS Survey 3. Toyota VIOS pDOOH Dashboard 4. Client data – 2023 Booking Order by Dealers