Introduction: The Hummer brand has a high penetration rate amongst GCC consumers. Hummer needed to increase traffic to their website, generate and build interest in the company’s products and services amongst a more mature, educated and professional Business male target audience. The campaign was running for a period of 1 month starting from 25th of Jan till the 22nd Feb 2006
Objectives: •Increase awareness of the ‘H3’ amongst Hummer’s key target audience of males between 25 – 49 year olds with an interest in cars. •Generate site traffic •Increase propensity to purchase Hummer products and services
Campaign Execution: Hummer chose MSN Arabia for this campaign due to the creative ways in which Hummer could engage its target audience online. Taking advantage of the ad formats on MSN Arabia and the ability to stream video, Hummer used interactive ads which one of the TV ads on the site. The campaign was running on MSN Arabia portal through its homepage and Varity of channels on an Optimum banner (780 x 400) in the GCC countries.
Results: The campaign ran for 1 month on MSN Arabia with impressive results: •More than 1,000 people clicked on the creative from Business male target •Generated a total of 173,000 Impressions on MSN Arabia Portal in the GCC with a click through rate of 0.65% •Successful targeting
Feedback: Starcom Media Vest were named the Media Agency of the year at the inaugural campaign Media Planning Awards and won six golds at the ceremony held at Dubai’s Fairmont Hotel, including the best media innovation for Hummer campaign.
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