Results and Effectiveness

Database sign-up jumped to 590 in 2 just weeks! An increase of 590% 60% of the database captured was within our Target Audience’s age group Every ad unit delivered above the industry CTR of 0.1%. One of the Ad units even delivered an astonishing 2.29% CTR! This was 2,190% above the industry average Average CTR was 0.73%, which was 630% above the industry average E-DM Open rate was 14.65% (vs. industry rate of 10%) which was 46.5% above the industry rate E-DM CTR of 16.1% (vs. industry rate of 2% to 6%) which was 303% above the industry average

Creative Execution

We all knew how much Singapore car-owners love their cars. So we decided to show some love to their cars by organizing a SUMMER CAR WASH offering :  FREE car wash and grooming tips.  Water-fun activities : As most of the car owners were mostly males, we organised such activities to occupy them while they waited for their cars.  DUNK hot female bloggers into a water tank : which male could resist that!?  Lucky draw : To ensure high registration, we threw in a pair of flight tickets to Tokyo as a prize. We tapped into the AsiaOne network to advertise the event, driving people to a microsite to register for the event, and to opt into the Nissan database for future updates. We used the following channels on Asiaone : a) Display ads b) Blogs c) e-DM

Insights, Strategy and the Idea

Nissan has been receiving low traffic to its website despite substantial amount spent on print and radio advertising trying to drive people to nissan.com.sg to register for updates and test drives. Nissan was losing direct marketing opportunities that can convert leads into customers. Nissan wasn’t optimising its digital assets enough to generate decent sign-ups in order to convert leads into customers through future re-marketing efforts. Car-buying netizens already know where to log in to find out about cars, but the Nissan website was not the top source for Nissan information with the plethora of online car forums and blogs. We needed a big idea to get them to register their interests at Nissan.com.sg and come to the showrooms. So Nissan needed to give car owners a reason to log in to Nissan.com.sg, register into its database in order for Nissan to engage direct marketing to convert them into customers.