automobile brands with times internet limited. auto on internet the first place serious buyers go...
TRANSCRIPT
Auto on Internet
• The first place serious buyers go when shopping for a new car is internet• Easily accesable today from home, office,Cyber cafes and mobile phones• According to JD Power and Associates study 85% of the serious buyers • visit the manufacturers website before going to the dealer for a test• drive.• Unique buying experience – first impression can be the website itself• Information on car the dealer locations,prices deals.etc• Internet is the only medium where a company can create a user • community effectively
• Internet is a Effective as well as a cost efficient medium to advertise • with a rich customer experience by providing interactivity and data • capture.• All signs point towards internet as a primer starting point for a
serious • car shopper.• Marketing driven companies will catch them there itself.
Satisfied Advertisers in the Auto Category
• Maruti Group • Toyota Innova• Ford• Mahindra & Mahindra• Mercedes - Benz• Honda• Chevrolet Tavera• IOCL• BPCL• Castrol• HPCL• Bajaj Auto Ltd• Kinetic India
All the campaigns have generated a CTR of 0.5% and above
Maruti GroupAnnual Deal: 75 lacs Brands: Maruti Alto,Maruti Zen & Maruti EsteemActivity: Banners, Site Captures, Direct Mailers on Indiatimes & Economic Times
Ford Fusion: 2 campaigns in the year 2005-06Activity: Banners, Shoshkele & Direct MailerObjective: Brand Building to a premium segmentSpends: Rs.15 + lacs
Honda AccordActivity: Site Capture & Banners on Economic TimesObjective: To target High Network Individuals on ETEst. Spends: 5 lacsResult: High CTR of 0.75 %
BPCL ‘SPEED’Activity: Channel SposorshipsObjective: To target High Network Individuals on ETEst. Spends: 25 lacs
Ad Spends on Indiatimes
Toyota InnovaActivity: Direct Mailers to a target database + BannersObjective: To generate test drive leadsEst. Spends: Rs. 5 lacs Result: 5100 leads generated
Mahindra ‘Scorpio’Activity: Banners, Shoshkele & Direct MailerObjective: To generate test drive leads and BrandingEst. Spends: Rs. 15 + lacs
Mahindra ‘Bolero’Activity: Banners, Shoshkele & Direct MailerObjective: Branding and visibilityEst. Spends: Rs. 3 + lacs
Indian Oil Activity: Site Capture & Banners on ET & Indiatimes &Cricket scorecard pageObjective: To promote the Extra Premium PropositionEst. Spends: 5 lacsResult: Shoshkele generated approx 9,300 clicks in one day
Ad Spends on Indiatimes
Maruti Alto on Indiatimes
An Interstitial innovation was executed on Indiatimes to promote the Maruti Alto
Mailer sent to Indiatimes users with monthly income of Rs.50,000 plus at a cost of Rs.3,00,000.Over 4,100 valid test drive leads
generated
Toyota E-Mailers