Creative Execution

Data mapping for cookies that clicked RAV4 ads in the last month with data from Alibaba, confirming characteristic tags from the target audiences, and by using Golden Eye platform, we identify specific touch points with the target audiences, which successfully generated interest and traffic to the campaign site; For 11 days, we used ‘1 year’s free use right’ , along with warm-up events, to attract the attention of millions of internet users. Then with fun and interesting events, on the day of “Double 12”, the campaign climaxed with ‘1 year’s free use right’ putting the event under the brightest spotlight.

1. Offline Stores: in only 14 days, 4s dealerships received nearly 5,000 test-drive reservations, exceeding KPI by 193% (original KPI is 3,000 test-drives), with in-store costs lowered by 12%. 2. Online Events: in 14 days, through data mapping, our campaign successfully attracted over 138,000 participants, exceeding original KPI by 693% (original KPI is 20,000).

Amongst Taobao’s 400 million active accounts, more than 12% of them display similar characteristics to those of RAV4 target audiences. Through the use of our marketing tool, Golden Eye iDMP, we were able to drill down and lock onto these specific Taobao accounts and their owners, and achieve high quality communications. In promoting the 2015 RAV4 new model launch, we used Taobao as our sole cooperation platform, targeting audiences through the combined use of DMPs. We timed our campaign to coincide with China’s final big on-line shopping day of the calendar year, the “Double 12” shopping carnival. On the back of this rapid increase in on-line attention from our TA, a strong promo idea offering qualified buyers a chance to win the free use of a RAV4 for a whole year was the final critical factor to drive potential buyers off-line and into Toyota dealerships, completing the O2O transformation.