Title | CROSSWORD TARGETING |
Brand | MERCEDES-BENZ JAPAN |
Product / Service | MERCEDES-BENZ JAPAN |
Category | A02. Creative Innovation (incl. business solutions in association with a brand or creative campaign) |
Entrant | HAKUHODO Tokyo, JAPAN |
Entrant Company | HAKUHODO Tokyo, JAPAN |
Advertising Agency | HAKUHODO Tokyo, JAPAN |
Media Agency | HAKUHODO DY MEDIA PARTNERS Tokyo, JAPAN |
Production Company | HAKUHODO PRODUCT'S Tokyo, JAPAN |
Production Company 2 | HAKUHODO I-STUDIO Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Shinya Tokuhisa | HAKUHODO INC. | Creative Director/Strategic Planning Director |
Taro Iwamoto | HAKUHODO PRODUCT'S INC. | Creative Director/Copywriter |
Akifumi Nozaki | Hakuhodo DY intersolutions Inc. | Data Analyst |
Koichi Nagai | HAKUHODO INC. | Account Executive |
Shoko Akiyama | HAKUHODO INC. | Account Executive |
Kaho Okuno | HAKUHODO INC. | Planner |
Kentaro Kobayashi | HAKUHODO i-studio Inc. | Production Manager |
Yoshifumi Miyamoto | HAKUHODO i-studio Inc. | Producer |
Jun Kagaya | HAKUHODO i-studio Inc. | Art Director/Designer |
Hiroyuki Watarihiki | avinoc Co., Ltd. | Director |
Tomoko Kato | avinoc Co., Ltd. | Illustrator |
Kyohei Fukumoto | HAKUHODO PRODUCT'S INC. | Agency Producer |
Nick Uemura | THE DIRECTORS ALLIANCE, INC. | Producer |
Michael Glenn | eight pockets | Creative Writer |
Jin Kobayashi | HAKUHODO PRODUCT'S INC. | Art Director |
Takumi Oogiya | HAKUHODO i-studio Inc. | Producer |
Nik Sliwerski | Free Wave | Narrator |
Sadanori Shibata | Hakuhodo DY Media Partners Inc. | Technology Advisor |
The Mercedes-Benz JP website receives 8.5 million visits per month. Of that huge number, the carmaker knows hot prospects are few. Our challenge was to develop a system that would enable Mercedes-Benz to recognize its hottest prospects, understand their true desires, and reach out to them with targeted advertising. While Keyword Targeting offers a snapshot of those desires, to really know who is a hot prospect and who is not, we need to see a story rather than a snapshot. Our system, which we call Crossword Targeting, looks at multiple keywords from an individual and detects patterns in them. That pattern reveals a story. And based on the story, we serve up effective ads to hot prospects. This is a world-first technology for delivering the right creative message to the target audience.
We had better success at identifying hot prospects and delivering ads to them. As a result, click-through rate soared 1,070% compared to traditional targeting which is auto interest-based advertising. Mercedes-Benz continues to use Crossword Targeting to better understand the behavior of its customers. Crossword Targeting. It's a great storyteller!
Our Crossword Targeting system extracts, compiles and analyzes multiple search words from a single user. First, the system installs a tag into the last CV page of Mercedes website to capture the data of any visitor who performs an action of a hot prospect—for example, a catalog order, a test drive reservation, a dealer meeting request and so forth. Next, the system extracts and compiles the search keywords that the user made before and after visiting the last CV page. Third, the system scores the keywords and flags all “HOT scores.” This system ensures a high degree of probability that a high HOT score is actually a HOT prospect. Based on HOT scores, our system has produced 4,651,824 keyword combinations that allow us to identify and better understand hot targets. We call this world-first innovation Crossword Targeting! In contrast to traditional keyword targeting, which operates with a single list of words, Crossword Targeting operates has millions of keyword combinations from which to identify hot prospects and deliver ads to them. Even better, the keyword combinations allow us to unscramble hidden life stories behind the keywords, which in turn allows us deliver more precisely targeted ads and gives Mercedes-Benz deeper insights into their hottest prospects. The whole process looks like this: Step 1. Capture the data of hot prospects Step 2. Extract search keywords of hot prospects Step 3. Calculate hot keyword scores Step 4. Produce 4,651,824 hot keyword combinations Step 5. Deliver targeted web banners to hot prospects based on those combinations Step 6. Hot prospects click to visit Mercedes-Benz JP website