The purpose of advertising: Get the maximum number of applications for a test drive
Premiere of ŠKODA Kodiaq
During the broadcasts of the matches of the Russian national hockey team at the World Championship, the ŠKODA brand offered viewers to sign up for a test drive of the new Kodiaq model.
The company's goal is to maximize the number of test drive applications received. For this purpose, certain content was selected - only live broadcasts of the Hockey World Cup matches (one of the title sponsors is ŠKODA), and it was also decided to place the placement in manual mode so that the appearance of the creative informer does not coincide with the broadcast graphics or the tense moment of the match when the audience's attention is focused on the game.
As a result, the effectiveness of the campaign exceeded all expectations, in the first week of the post campaign, two car sales were recorded to customers who came from interactive television.
The company's goal is to maximize the number of test drive applications received. For this purpose, certain content was selected - only live broadcasts of the Hockey World Cup matches (one of the title sponsors is ŠKODA), and it was also decided to place the placement in manual mode so that the appearance of the creative informer does not coincide with the broadcast graphics or the tense moment of the match when the audience's attention is focused on the game.
As a result, the effectiveness of the campaign exceeded all expectations, in the first week of the post campaign, two car sales were recorded to customers who came from interactive television.
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Results
CTR
10,34%
CR
11,25%
Cars sold
2
Focus Group reviews
- Eugene V.27 years old, athlete, KalugaI've heard about the proposed premiere for a long time. Immediately there was a desire to take a test drive, especially since the recording was without additional gestures.
- Anastasia M.30 years old, bank employee, KazanI liked that in the broadcast Kodiaq'i were standing in the corners of the arena, and an offer to take a test drive appeared on the screen.
- Sergey Vladimirovich K.54 years old, entrepreneur, VladimirTechnology is developing very quickly. It was very interesting and convenient to sign up for a test drive from the TV.
