California Honda Dealers created a combination mobile and out-of-home campaign to reach Hispanic car shoppers in the San Francisco area. The campaign featured small and large billboards, and Spanish-language ads were promoted using mobile retargeting to people who had been exposed to the billboards.
Objective and Context:
The car company’s goals were to: 1) drive visits and increase auto sales in the highly-competitive San Francisco market, and 2) reach Hispanic consumers. Its marketing team planned to measure visitation rates to Honda NorCal’s dealerships through an 11-week mobile attribution study.
The target audience consisted of Hispanic drivers in San Francisco who were 25 to 54 years old.
Honda NorCal’s creative assets were family-oriented, written in Spanish, and featured specific car models, including the Accord, CR-V, and Odyssey, based on the need to increase sales. The out-of-home and mobile creative were always the same, but designs changed based on the model that was being promoted. When there was no sales promotion to feature, a general branding message was used. Creative assets included:
Overall Campaign Execution:
A six-month campaign was created to target Hispanic car shoppers. The campaign featured small and large billboards, and Spanish-language ads were promoted using mobile retargeting to people who had been exposed to them. The out-of-home media company strategically selected the inventory based on the frequent travel patterns of Honda’s desired audience, which was identified through location-based insights from mobile data-pattern technology. Then, using mobile retargeting capabilities, mobile ads were sent to consumers who had Spanish language-enabled phones. Lift was calculated through a comparison of people who were exposed vs. unexposed to the out-of-home messaging.
Mobile data helped Honda achieve results by targeting beyond its basic demographic to reach the precise audience that aligned with its strategy. It also went beyond the typical out-of-home proximity-based plan to hyper-target and reach consumers who were more likely to convert. This campaign used mobile in three distinct phases:
A control group consisting of consumers whose devices had not been exposed to the ads was also built. Geographic distribution, visitation behavior, and device compositions were matched to ensure both groups were essentially similar with the exception of the out-of-home advertising exposure.
Next, visitation rates to Honda NorCal’s dealerships were tracked among both groups to determine if those exposed to the out-of-home campaign had a higher visitation rate than those unexposed to the campaign.
The campaign resulted in an 83 percent lift in visits to dealerships among consumers exposed to the out-of-home campaign vs. a control group of people in the same demographic who were not exposed. This proved that those exposed to the out-of-home campaign had a visitation rate 125 percent higher than those who were not exposed. Additionally, 36 percent of visitors spent at least 30 minutes at a dealership, and over 20 percent visited a dealership at least 15 miles from their work or home. Click-through rates were double the industry standard, and the success of the initial campaign led to the extension of mobile campaigns in new markets that didn’t have an out-of-home presence.