Several awareness campaigns about improving knowledge about summer tires and later in the year winter tires, with an effect measurement based on a knowledge quiz.
› Campaign: Improving road safety, and knowledge of it, among the Dutch population
› Media objective: Creating awareness among road users with qualitative visitors and quiz results as a result
› Media strategy:
Reaching road users, on the road, nearby and at home. Through a true omni-channel campaign, we set up a strategy with deployment via Digital-Out-Of-Home and narrow casting screens in petrol stations and garages, social media users (with an interest in driving and winter sports), supplemented with banners on websites for car enthusiasts (for example via autoweek.nl) and weather conditions (such as snowplaza.nl or buienradar.nl).
In addition, we have set up a chatbot on Facebook; a kind of quizmaster that combines questions and information sharing. A very interactive module that was used a lot and where direct traffic was also directed.
Through a smart collaboration with the National Noise Nuisance Foundation, a Google Grant (= extra, free advertising budget) was used to be active on Google Search. The icing on the cake were the highway signs managed by Rijkswaterstaat, which displayed messages right above the highway.
By setting up conversion tracking, data was collected from visitors who completed the quiz. This sharpened the targeting on profiles and searches enormously: Due to the large numbers of visitors (and with this: data), it quickly became clear which websites, searches and interest categories led to the completion of a quiz and which not.
› Reached more than 1 million people with every campaign with a question that makes them think through more than 5 million advertisements
› Each campaign yielded 30,000 visitors and more than 5,000 quiz participations – more than 2x the target, partly due to the Facebook chat application
› Through optimizations and exclusions, waste was continuously reduced and we reduced CPCs by 12% compared to the previous year. Both in terms of efficiency and effectiveness, the champagne glasses were allowed to sound
(Digital) Out Of Home (DOOH), Analytics, B2C, Display Advertising, Google Ad Grants, Indoor Advertising (narrow casting), Offline Marketing, Radio, Search Engine Advertising (SEA), Social Media Advertising, Website Optimization
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