DATA DRAG RACE

TitleDATA DRAG RACE
BrandJEEP
Product / ServiceJEEP GRAND CHEROKEE TRACKHAWK
CategoryA05. Automotive
EntrantCUMMINS & PARTNERS Melbourne, AUSTRALIA
Idea Creation CUMMINS & PARTNERS Melbourne, AUSTRALIA
Media Placement STARCOM Melbourne, AUSTRALIA
Production DIGITAS Melbourne, AUSTRALIA

Credits

Name Company Position
Chris Ellis Cummins&Partners Creative Director
Ben Grant Cummins&Partners Copywriter
Chay O'Rourke Cummins&Partners Senior Art Director
Cam McMillan Cummins&Partners Senior Art Director
Aaron Lipson Art Director Art Director

Background

Given the Trackhawk is a special release vehicle – and the lack of Jeep’s performance heritage – we had almost zero awareness in the Australian market. Not to mention a limited budget of just $100k (media and production). Globally, Jeep had not created any film assets to work with. What’s more, given the niche audience, our response needed to be hyper-targeted to relevant intenders, rather than general awareness. Our objectives were to put Trackhawk on the performance car shopping list, drive enquiries and test drive bookings. With Trackhawk’s high performance capable of beating not only SUVs but the world’s greatest supercars, we saw an opportunity to prove it, live, using the country’s biggest online car marketplace.

Describe the creative idea

High-performance car lovers love data. Horsepower, kilowatts, torque - they’re obsessed with comparing specs and stats. But there was a supercar that no one was searching for. Because it was an SUV. The Jeep Trackhawk is the world’s most powerful SUV capable of beating the best high-performance cars around. To demonstrate this surprising fact to car lovers, we pitted it against performance car listings with data-driven programmatic banners, 1.4 million times on CarSales, Australia’s #1 automotive marketplace.

Describe the strategy

We aggregated live CarSales data, cross-checking vehicle stats with our database of official factory figures for competitor vehicles. With a new listing uploaded every 60 seconds, came a new opportunity to serve a hyper-targeted banner. Once the official figures were verified and our database confirmed that the Trackhawk came out on top – we served a relevant banner ad to the listing, comparing that supercar’s figures directly to the Trackhawk.

Describe the execution

Over 1.4 million placements were served across March-April 2019 on CarSales and other car marketplaces. As the campaign progressed we interpreted data to identify Trackhawk’s true competitors in the eyes of the target market. This enabled us to shift our media spend accordingly, resulting in even higher click-through rates, that initially started at four times the industry average and grew to six times. Most importantly, our data hi-jack put vehicle sales on the fast track.

List the results

• Sales more than doubled (2.5x) • Google searches increased by 200% • The click-through rate was 526% higher than the average • 1 in 5 enquiries booked a test drive • There’s now a national waiting list for the next shipment of Trackhawks

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