Who doesn’t love a good case study? Here’s a good one for the Ford B-Max. The new Ford B-MAX has been developed especially for the urban driver. It offers a multitude of ingenious technologies to make driving easier, more enjoyable and more efficient, including voice command, outstanding fuel economy and automatic braking, when necessary.
Ford and media agency Mindshare wanted to reach young families by creating high impact online display advertising to raise awareness of the Ford B-Max.
With an average of 3.5M UU/day and more than 17.25 imps* they ran an MSN Homepage Takeover and further increased net reach by attaching a Skype Homepage Takeover, delivering an additional 1.5M UU**as Skype cross usage with MSN is only 22%* - so Skype is perfect for adding additional net reach.
- Although reach and awareness were the main drivers of the campaign, it is worth noting the combination of premium placement with great creative also drove a CTR of 0.6%
- 65% of the video viewers on the MSN Homepage Takeover and 70% of the video viewers on the Skype Homepage Takeover watched 75%-100% of the video.
- Across all video viewers, the average time-spent watching the video was 23 seconds, delivering fantastic engagement with the brand.
I’ll leave you with a quote from Sam Green, Account Manager at Mindshare: “If you’re looking for increased scale and impact the Skype HTPO add on is a no brainer. We were able to showcase the vehicle through an engaging and impactful format that delivered results”
Source: *ComScore Mediametrix Jan 2013 **Microsoft Jan 2013