Behavioural targeting gives Vauxhall a higher gear

Introduction

The precise behavioural targeting available through Microsoft Advertising helped Vauxhall’s Insignia launch to go the extra mile, boosting online ad awareness by 12.6% and 10.4% amongst auto researchers

Campaign objectives

• Target auto buyers and auto researchers
• Increase awareness of the new Vauxhall Insignia
• Boost key brand perceptions
• Drive purchase intent.

Creative solution

Behavioural targeting added precision to the powerful reach offered by Vauxhall’s sponsorship of the British Motor Show on MSN Cars. Windows Live Hotmail and Windows Live Messenger were used to deliver Vauxhall’s Insignia campaign to ‘auto researchers’, who had recently searched for auto dealerships, vehicle models or auto brands, and ‘auto buyers’, who had recently visited vehicle financing sites.

Results

• The behavioural targeting campaign increased brand awareness by 10.9 percentage points and online ad awareness by 12.6 percentage points
• The behaviourally targeted ads delivered increases in all key brand perceptions, including increases of over 10 percentage points for the Insignia’s ratings as “innovative” and “a car I would be proud to own”
• Purchase intent increased by 7.9 percentage points overall, and by 10.4 percentage points amongst auto researchers.

Find out about the sponsorship of this campaign