Creative Execution

Throughout the 4 months the campaign was ran, the Ad Cloud was placed in a prominent spot, at the top right side of the blog post. The unique visual treatment of an engine oil bottle was a pleasant departure from the blockish keywords lump that readers are so accustomed to. Their interest is further whetted when keywords relevant to the post is actually in it. Clicking on the messages redirected them to the Total Quartz 9000 page, surprising them pleasantly.

The ads garnered a healthier CTR (Click Through Rate) - 28.5% more than the average CTR for that site. They added to the traffic to the Total Quartz 9000 page - the traffic went up by 31%. (Source: administrators of www.autobuzz.my and Total Quartz 9000 pages). Not just that Total Quartz 9000 brand track revealed that during that time the brand awareness and relevance went up by 25% and 14% respectively. By making the brand strongly stand out in a completely functional category the campaign surpassed our expectations.

Engine oil brands spend huge amount of money trying to engage people with different functional promises, but motorists tend to fall back on the mechanic's recommendation. We decided to target car enthusiasts, who reads up the latest developments of the automotive world over online channels. They are the opinion leaders among their peers when it comes to everything automotive related. We know that they tend to paste keywords of interest in a new browser tab to search for another treasure trove of information. Therefore, we picked up keywords unique to the post that they are reading to form an 'Ad Cloud', that would, at the same time, contains product specific messages. For example, 'Boost Up Your Boxer' will be weaved in the Subaru Impreza WRX post amidst post-specific keywords like 'symmetrical AWD' and 'DCCD'.