Challenge
Auto maker GMC wanted to increase brand favorability and purchase intent by establishing themselves as a viable, fuel efficient alternative to their competitors, increase consumer consideration, and ultimately increase sales of the GMC Terrain.

Solution
GMC worked with Microsoft Mobile Advertising to develop a targeted mobile web and in-app GMC Terrain "Terrain MPG Savings Calculator" focused on adults 25-54 with a household income above $75K. Over the course of the two months, GMC encouraged consumers to input their current automotive fuel efficiency into the calculator and see how much the 32-MPG Terrain would save them by switching.

Results
The two month campaign including sponsorships, behavioral targeted media, mobile banners, targeted behaviors and content targeted mobile media driving to the “Terrain MPG Savings Calculator”.

Over the course of the two month campaign, the calculator received nearly one million unique user visits with an average CTR of over two percent. Among those exposed to the ad, the mobile web campaign drove a 22 percent lift in purchase intent among target audience, rising to 44 percent when combined with online ad exposure. Seventy-seven percent of consumers engaging with the calculator through to the results page expressed interest in purchasing a GMC Terrain and 77 percent agreed with the statement “Terrain gets good gas mileage”.

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